“We need to separate Brand South Africa from the South African government,” insisted Ayanda Ramncwana, a government spokesperson from the Eastern Cape who raised the issue of accurate news reporting versus promoting Brand South Africa.
When it comes to branding, John Harrod at Diageo Africa advised that the principles of experienced and effective corporate brand management be followed.
“A successful relationship with media is built on three basic principles: accessibility, visibility and transparency. Then add the principle of trust and consistency.”
This pertinent advice was meant for Government which came under criticism from numerous editors and journalists for its lack of accessibility. The message during the day was clear: if South Africa or the Government wants fair and balanced coverage, then they need to co-operate with the media.
Both the media and government representatives were concerned about the lack of unity and vision when it comes to Brand SAa. International brand expert, Paul Charles of Virgin Atlantic, believes that when it comes to a brand, South Africa has none.
“Recent incidents in South Africa have been a wake-up call for SA to clarify to the international community why it is an attractive investment and tourist option. Urgent work needs to be done to promote its key messages as the clock has started ticking on 2010. There's a danger that people will simply stay away. South Africa has two strikes against it already: power cuts and the current attacks on foreigners. One more strike and investment to the region will be irreparably damaged.”
