A digital camera is always in my bag when travelling. Being in a visual business and always travelling somewhere, it’s the most important asset to capture what’s happening around.
I use it to capture brands, people and environments that inspire and reflect Africa’s growing branded view - eg how MTN is painting Africa yellow or how the global world is adapting its offering to Africa, like Coca Cola-sponsored “chisa nyama” venues in townships.
I read or I sleep. It’s probably the one place where I actually sleep peacefully whether it’s a short hop to Botswana or a long-haul direct to NY. Sleep and quiet is my antidote when on board aircraft. The best tips I can give when travelling on board an aircraft? Get an engaging magazine like Monocle, Wallpaper or Time. Great magazines wipe out the time.
Sit closer to the exit or front. I don’t enjoy the thought of parading through the whole aisle just to get to my seat. Be cordial to the staff, they’re doing the best under all circumstances. They’ll remember you next trip.
Knowing, acknowledging and respecting the airline staff saves me time and energy when travelling. I’m always the last passenger in the line and in the plane. I hate waiting in line and at airports, even in lounges. I like to rush in and collapse with fatigue - or rather, earn my sleep - which I inevitably get when flying. It’s like a calm after the storm. I work to the last minute and arrive just in time to travel. That suits me best.
If I’m early, I go straight to the nearest airport bookshop and while away the time until it’s time to dash. If you know the staff, you’re always front of queue anyway, so to speak, as you can make arrangements ahead and avoid the irritation of queues and waiting. A premium loyalty card and good interpersonal skills sorts the rest out.
Johannesburg, South Africa: The Department of Transport has expanded the mandate of the South African Rail Commuter Corporation (SARCC) to launch a new business that will invest R25 billion in the transformation of the country's public transport system over the next three years.
The event, held at Johannesburg Park Station Concourse, featured the Grammy Award winning Soweto Gospel choir and celebrated poet, Lebo Mashile, was attended by over 1,500 VIP's, government and business representatives, commuters and a live transmission to over 13,500 staff in 7 regional venues.
The transformation of SARCC into the Passenger Rail Agency of South Africa (PRASA) has been in process since December 2004, when Cabinet approved the consolidation of passenger rail entities in two phases, initiating the total transformation of public transport.
Phase 1, completed in May 2006, was the consolidation of Metrorail into SARCC. Phase 2 involves the transfer of Shosholoza Meyl and Autopax (the long distance passenger bus operator - Translux and City-to-City) into SARCC, creating an entity that makes rail passenger transport the backbone of an integrated mass public transport network.
Intersite Property Management Services, is a subsidiary of PRASA responsible for property management and development, as well as maximising return on investment in the stations and property portfolio.
"Due to fragmentation, the responsibility for passenger transport service provision did not facilitate the seamless movement of passengers. The old model for commuter rail created a separation of asset ownership and operations that resulted in severe limitations in the business’s ability to deliver effective commuter rail services," says Tshepo Lucky Montana, Chief Executive Officer of PRASA.
"PRASA is the culmination of a deliberate process and policy of Government to transform passenger rail to form the basis of a sustainable, integrated and efficient mass rapid public transport network, and to improve service to passengers," says Minister of Transport, Jeff Radebe.
The new brand, with the promise: be moved, was developed, implemented and launched by The Brand Leadership Group. It is inspired by the insight that an efficient, integrated transport system enables commuters to build relationships and pursue opportunities that create value for the individual as well as the economy.
"The brand symbol - a seamless intersection of two wheels representing rail and road - denotes an efficient, integrated network," says Thebe Ikalafeng, founder of the Brand Leadership Group.
"The optical illusion of the new brand symbol reflects the new business's commitment to a continuous innovation in meeting commuter and economic needs,"he says.
Shosholoza Meyl, with an active coach fleet of 1223, transports 3970 million passengers each year, of which the sitter or economy class travellers contribute 87.5% of total revenue.
Autopax operates the three established brands: Translux - the luxury long-distance intercity bus operator, City to City - a semi-luxury, no-frills long distance bus operator and City-to-City Express - a no-frills regional service. Together they serve over 100 destinations throughout Southern Africa.
Of the R25 billion injection into PRASA over the next three years, R14.7 billion will finance the improvement of rolling stock (coaches), signalling projects, technology infrastructure, the upgrade of stations, as well as 2010 FIFA World Cup station upgrades like Orlando Station. The plan will also see a total of 2 000 train coaches refurbished as part of the 2010 FIFA World Cup preparations.
"Undoubtedly, the establishment of PRASA will result in improved efficiency in the delivery of services, improved effectiveness of asset management and improved accountability to the user,"Montana concludes.The culprits of the African brand debacle are none other than African leaders themselves. This is what delegates attending the Wits Business School lecture on 'Evolving African leadership and its impact on brand Africa' by Thebe Ikalafeng heard last night, Thursday, 19 March 2009.
"Africa is globally corrupt and it is battling with the problem of perception. Africa is a brand that has been too long established on negatives. So we need to reshape its image," said Ikalafeng, founder of the Brand Leadership Group and recognised as one of the "Top 10 Thinkers in Marketing" in an independent Ipsos Markinor survey among business decision makers.
Despite being the world's second-largest and second-most populous continent after Asia and boasting vast natural resources that could make it the world's richest place, the majority of African people are poor, oppressed and powerless.
Many African rebel leaders, also known as 'freedom fighters', think that liberating the continent from the grips of European colonialists gives them the green light to subject it to practices of human rights violation, economic mismanagement, dictatorship and political tolerance and corruption.
So yesterday, Ikalafeng asked, "Do rebel leaders make good leaders? The continent is full of rebel leaders but can they make good leaders?"
Failed to get message across
Most of these rebel leaders have failed to get their message across and stick to the positions that they initially picked, Ikalafeng pointed out.
"A message must be at the heart of a brand. To get a message across, you must have a platform to broadcast it. A leader must [engineer] himself because things just don't happen by themselves. Before you get better, you must acknowledge who you really are," he stated.
"As a leader, you must ensure that the values that you are projecting reinforce each other as an individual and the position you are holding. Images and acts of our leaders tell an undesirable history."
Ikalafeng also lashed out at the African Union (AU) for its 'See no evil, hear no evil, hear no evil' philosophy, which encouraged several African leaders such as Zimbabwe's Robert Mugabe to oppress their people.
Who is to blame?
Many African leaders, including Mugabe, Libya's Muammar Gaddafi and Sudan's Omar al-Bashir, continue to blame the west for Africa's problems - something experts believe is a scapegoat to get their people's sympathy and divert attention from their misdeeds.
Others, such as Nigeria's Central Bank Governor Charles Soludo, blame the 'CNN effect' and western media for tarnishing the image of brand Africa.
But Ikalafeng said the truth is that African leaders did not have a story when they attempted to build brand Africa. "When you build a brand, you must have a story, understand it very well and project it unwaveringly if you are to leave a good and long-lasting legacy,”"he said.
"We can fix things"
"But we can fix things up,"he said optimistically. "We must start telling our own story and tell it positively. We must change the view about how others see our continent. So, we need our own Al-Jazeera to achieve that. There is always a positive story behind a negative story. If you don't tell your own story, others are going to tell it in their own way.
"Brand happens by design, not by default. Otherwise people will define it for you. Countries must begin to brand themselves and the continent, broadly.
"African leaders should rebuild Africa's brand and not pillage it, rape it and oppress it. Africans must begin to capitalise on the power of their brands," Ikalafeng said, citing MTN as a concrete example of brand power.
"Let's all say 'the continent must supersede the country', 'black is beautiful' and 'I must identify with Africa then I will have an identity'," Ikalafeng concluded, quoting from Ghana's Kwame Nkrumah, South Africa's Steve Biko and Nigeria's Fela Kuti, respectively.In a typical spirited and provocative presentation at the MegaMedia Expo, Brand Leadership's Thebe Ikalafeng presented his ideas on "Building Great Brands for 2010 and Beyond" at MegaMedia Expo held at Sandton Convention Center.
So the big event is now about a year or so away. Every organization is gearing up to leverage the FIFA 2010 brand. For the likes of Nando's - masters at guerilla marketing, it's another opportunity worth the wait. For global sponsors, MTN, VISA, Coca Cola and the likes, a seminal or another opportunity to build their brands globally. And for MTN particularly, an ingenious move to reinforce its credentials as the pre-eminent African telecommunications brand.
Everywhere you go, brands of all walks are energized and singularly focused on this opportunity. They are resourcing, re-skilling, re-designing their organiztions with 2010 in mind - with seemingly nothing else the matter. Is 2010 that much different from any other initiative as a brand building platform? Not quite. Just bigger, global and "a singular marketing moment" - for building our country and companies.
With such a singular focus and energy on 2010 and nothing else by all organizations and the global financial crisis, will there be any brand left standing post 2010? Is there marketing and branding life after 2010? Are we going to have to re-start our energies and organizations? The event will come and go - successfully. What lessons can marketers learn from the past - RWC 95, CWC 03, Germany? The same principles we should be applying in thinking about any sponsorship and marketing platform - understand consumers, understand the emotional ties between the event and your brand, a clear value proposition and an integrated brand delivery.
No guesses. Bafana will be in the starting line-up - at best. They may surprise and go one match further. FIFA and LOC will deliver. No surprise there. Blatter and FIFA brands never fail to deliver. And Danny and Irvin surely have learned a lesson or two already.
The tagline "celebrating Africa's humanity" is a missed opportunity to build the South African or African brand. Branding is supposed to be visionary, forward thinking and aspirational. The FIFA 2010 value proposition is retrospective - our humanity is innate and integral - not an aspirational vision to attract investment, build citizenship and invite tourists to visit our shores. But if Bafana Bafana wins, no-ne will care really. Now that's aspirational thinking that will get local FIFA 2010 sponsors FNB's ATM's buzzing, MTN's and Telkom's lines jammed, and more importantly, ACSA's airports and our tourism offices buzzing. Music to FIFA's ears.
The days of cradle to grave careers are history. Companies no longer guarantee a lifetime contract of employment in any form. With the now networked and borderless world, there’s a fiercely competitive world in which one can trade their skills. And in a time of global economic crisis, the competition for opportunities - jobs or entrepreneurial - has intensified. To get ahead in this new competitive world of work and create meaningful careers which are aligned to our world and passions, requires everyone to think of themselves as brands. Branding is our reputation. Its the impressions we create. It's our legacy. It’s a promise we make to clients, relatives, friends, colleagues and everyone we engage with socially or professionally. Leveraging the principles of classical marketing and branding, Ikalafeng's take on personal branding is anchored on his 7C's of personal branding - context, clarity, competence, cover, community, constancy and chutzpah - to align your Personal Brand with your World, Work and Passions, and to engineer and manage your personal Brand to create a true, meaningful and enduring brand.
Leading African brand thought leader, Thebe Ikalafeng, is to give seminal presentation - "Evolving African Leadership and its Impact on the Brand Africa" at Wits Business School as a guest speaker on the WBS Distinguished Lecture Series.
A new Africa is emerging - yet again - faced with the growing appreciation of and simultaneously challenged by the rise of democracy which at times seems to be in conflict with the "African heritage and history."
The elections in Ghana, globally hailed as "a model of democracy" and "a new era in African politics" and the election of the first African-American president in the USA have established a new benchmark that is in contrast with a persistent African image of corruption, disease, conflict, entitlement, poverty and desperation which dominates the African brand essence.
With Kenya, Zimbabwe, Botswana and Ghana and next Namibian and South African elections all offering varying examples of Africa - sometimes regrettable and at other times hopeful - the image of Africa since the freedom of Ghana 53 years ago and even South Africa in 1994, and African leadership examples - Mandela (South Africa), Mugabe (Zimbabwe), Kibaki (Kenya), Odinga (Kenya), Sir Seretse Khama (Botswana), Zuma (South Africa), Amin (Uganda) - have interchangeable had a lasting impact on the global and local image and future of brand Africa.
In responding to these challenges, how will the leadership respond? How will brand Africa emerge? And how should we respond or challenge the world? How will the world respond? One thing is certain, Africa is at a crossroad. Its brand, its people, its essence has to change or forever perish.
Brand Leadership leads Ghana's National Democratic Congress' successful re-election and return to government campaign.
Brand Leadership, 07 January 2009, Thebe Ikalafeng
Accra, Ghana: South African based Brand Leadership Group has been central to the election campaign that ensured Professor Atta Mills, the presidential candidate for Ghana's leading opposition, the National Democratic Congress (NDC) is to be sworn in today as the next president of the republic of Ghana. Mills defeated the ruling party, National Progessive Party (NPP's Nana Akufo-Addo in a competitive run-off on 28 December 2008 and subsequent final one constituency vote on 3 January 2009 winning 50.23 percent of the vote to Akufo-Addo's 49.77 in an incident-free election widely recognized as a model of democracy for Africa.
Brand Leadership, engaged by the NDC since March 2008 through to the run-off on 28 December 2008, crafted and implemented the re-election campaign communication strategy. Blending the principles of marketing, branding and political campaigning, Brand Leadership developed a strategy anchored on a winning "4-phase political branding" campaign that encompassed, (i) setting the election agenda, (ii) mapping out the case or manifesto for change, (iii) nation building and (iv) voter mobilization - designed to reassure committed voters, win swing voters and re-establish the NDC and Mills as the best custodians of Ghana's values, ambitions and prosperity.
In bringing the campaign alive, Brand Leadership first developed the NDC campaign brand positioning resulting in a simplified, clear and consistent anchor promise of "a better Ghana - investing in people, jobs and the economy" and a leadership positioning campaign for Prof. Mills as "the better man, for a better Ghana." The party's "umbrella" corporate identity was enhanced, and the campaign visual style given a new distinct identity leveraging the grand Ghanaian's party's heritage identity of red, green, black and white for party positioning phases and alternately the national flag of Ghana for the "nation building" phase.
To activate the campaign, Brand Leadership developed, implemented and project managed a multi-media integrated campaign that included events, roadshows, outdoor, TV, radio, print, internet, publications, public relations and media training for key party spokespersons and leadership, including Prof. Mills. The campaign, launched with a massive rally at the National Theatre and live broadcast on major broadcast media on 7 May elicited a stunned response and press conference by the ruling party caught unawares by the resurgence of the NDC. The ruling party was kept on its back foot with an evolving, but consistent and aligned 8-month Brand Leadership led campaign.
Says, Thebe Ikalafeng, founder of Brand Leadership and project and strategy director of the election campaign communication, who attended the inauguration in Ghana on 7 January 2008, "Naturally we are excited that Brand Leadership was a part of a mutually satisfactory journey with the NDC in Africa's foremost model of democracy. The campaign, as Barack Obama’s campaign demonstrated, clearly heralded the new era of "political branding" with its roots firmly in marketing, branding and new media. It is always gratifying when one can show a causal effect between a campaign and the results. We, as does the NDC, have no doubt, the clear, consistent and disciplined campaign run by the NDC and its aligned activation contributed to victory in a very close but nonetheless exciting and successful election."
Issued by : Brand Leadership
Johannesburg, South Africa: Thebe Ikalafeng, founder of The Brand Leadership Group will be part of the 10 Man jury at the next prestigious Rebrand 100 Global Awards, which will take place in the USA in January 2009.
The annual ReBrand 100 Global Awards, juried by an esteemed panel of international design and business leaders, is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global programme of its kind. Businesses, brand strategists, and various organisations have come to value knowing they are among the best in the world when it comes to effectively meeting strategic goals and forging strong connections and loyalty among their targets.
The 2009 ReBrand 100 is open to any rebrand launched anywhere in the world between January 2006 and September 2008. The rebrand could have been an enterprise-wide initiative, a single component of a brand or for a brand extension.
Global organisations, Fortune 50 corporations, small businesses, accomplished entrepreneurs, respected non-profit organisations, cities and renowned universities from around the world are regularly represented in the ReBrand 100 Global Awards winners; some of which are based in Brazil, Canada, China, India, Italy, Lebanon, Romania, Australia and the United Kingdom, in addition to the US.
The 2009 Rebrand 100 judging will be done for the first time via a simple web interface.
ReBrand 100 Global Awards, recognising the world's most effective transformations.
Meet the 2009 jury
Noel Mayo - Professor & Eminent Scholar, Department of
Design President, Noel Mayo and Associates.
Gary McCavitt - Director of Brand Identity, Cisco Systems
Thebe Ikalafeng - Founder, Brand Leadership Group, South Africa
Burt Helm - Marketing Editor, BusinessWeek
Lisa Gabbay - President and Creative Director, Ruder Finn Design
Howard Belk - Co-President, Chief Creative Officer, Siegel + Gale
Jane Parker - CEO, Interbrand Health, London/New York
Bruno Schmidt - Managing Director and Partner, MetaDesign, Zurich,
Switzerland
Simon Wright - Creative Director, Principals, Australia
Pamela Zuccker - Partner and Co-Founder, Principle, Canada/US
For jury bios, go to www.rebrand.com/2009-rebrand-100-jury.
www.rebrand.com
Issued by: Michael Bonsu, The Brand Leadership Group
Five South African brand professionals were presented with brand leadership awards at the recent Asia Brand Congress for their work in Asia and also Africa. The Asia Brand Congress is all set to embrace the discipline of branding worldwide, to become a global brand event by 2009.
Recognised for their brand leadership achievements, from South Africa, were: Terry Behan, MD of the Fearless Executive; Thebe Ikalafeng founder of The Brand Leadership; Patrick Collings partner at Sagacite; Sean McCoy, group CEO of HKLM; as well as Vanessa Singh, head of marketing for American Express.
Over 300 delegates from 70 countries attended this year's Asia Brand Congress, from the 25th to the 28th of September in Mumbai. Brand professionals from the industry, academia and many of Asia's biggest organizations gathered to debate and discuss the development and the future of branding in Asia.
Brand behemoths, thought leaders such as Amitava Chattopadhyay, Professor of Innovation and Creativity at INSEAD Singapore, as well as Professor Kumar from Havard IMD, were present to deliver compelling insights into emerging trends in emerging markets, said Behan.
The theme of the conference was communicating a brand that connects, engages and inspires audiences and 28 speakers gave their views on the topic, linking the theme into diverse topics, such as: how to build brands in a virtual environment; to engaging customers through internal brand building.
Next year's congress is being expanded to incorporate what's left of the rest of the world and will become The world brand congress.
Issued by Terry Behan, The Fearless Executive
Thebe Ikalafeng has been invited to take part in the third edition of Broad.cat, a space to talk and think about current graphic design on Television. Taking place on the 14 - 16 November 2007 in Barcelona, Spain. The theme of this years conference centres around how design can respond to new challenges and ways of communicating with audiences in an age characterized by technological innovation and new formats or proliferation of TV channels, from a local TV to a global event. Ikalafengs topic is Television In the age of the consumer - Contemporary Ideas That Resonate In A Multicultural & Multimedia Context. He will be speaking at 16H00 on 16 November 2007. Among the International speakers are Graham Mc Cullum, Kemistry(London), Andrew Lo, Mtv (London), Lee Hunt (New York), Medialuna (Argentina), United Senses (Almania), Bernard Brechet, Gedeon(France).ADG-FAD, Association of Art Directors and Graphic Designers is a non-profitmaking association of visual communication professionals, bringing together graphic designers and art directors from the visual communication field.
