The Nelson Mandela Centre of Memory hosted a robust discussion on 19 March 2015 on the role of Brand SA in Africa and on the continent.
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Nelson Mandela once said, "What are we doing to build the country of our dreams?" According to its logo, Brand SA does it by "inspiring new ways"
The discussion was attended by Deputy Minister of Communications Stella Ndabeni-Abrahams and delegates from successful South African brands such as MTN, Woolworths, Sasol and Transnet.
Brand SA’s role is to conduct research and contextualise findings based on that research.
According to the Brand SA website,“South Africa's global reputation is shaped by perceptions of investment, immigration policies and environment, exports, people, culture and heritage, governance and tourism.”
The research notes are based on reports about South Africa and are generated by external agencies, institutes and multilateral organisations.
Opening the discussion, Nelson Mandela Foundation Chief Executive Sello Hatang reminded the audience of the 21st anniversary of South Africa’s democracy.
“All of us should be bothered by this question posed by Nelson Mandela: ‘What are we doing to build the country of our dreams?’
“We must continue to contribute towards equalising our country,” Hatang said.
2015 is also the 21st anniversary of MTN, Africa’s highest-ranked brand and largest mobile operator.
Jennifer Forrester, Executive: Group Marketing for MTN, shared one of the brand’s top tips for success in countries such as Ghana, Nigeria, Uganda, Swaziland and Cameroon.
“What works locally does not always work abroad – learn to be flexible and adaptable.”
Ndabeni-Abrahams echoed the reflections of Hatang: “We must make a point of perfecting the work of those who came before us. Everyone has a part to play in making South Africa a great brand. We cannot do it alone as the government, we also need the private sector’s help.”
Her message to all South Africans is: “To be the best wherever you are because you are representing SA – the brand.”
She warned the private sector to share and to recognise the importance of skills transfer: “Learn to share the country’s wealth – the pie is too big to fight over. It cannot be accepted that women are treated as inferior. You have a responsibility to invest in your employees.”
On the research and analysis front, Dr Petrus de Kock, Research Manager at Brand South Africa, briefly discussed some research findings. The audience was surprised to learn that some feedback from African countries described South Africa as aggressive in its business dealings. He then provided a solution based on Forrester’s tip: “Each country is different – be flexible.”
For more information and research findings, email petrusd@brandsouthafrica.com.