At the 2010 Media Briefing by Deputy Finance Minister, Jabu Moleketi, at the Union Buildings, Government Leaders stressed the Role of Nation Branding for the 2010 World Cup.

Pointing out the transformation of Brand Germany from a dull and cold image to that of fun-filled, smiling people, Minister Moleketi commented that the LOC is looking into the nation branding aspect of 2010 and that this should be a truly African experience, positioning Brand Africa in a positive, investor friendly image.

Comments German Branding Guru, Dr Nikolaus Eberl: "The main lesson from the 2006 World Cup is that soccer has now gone beyond being a vehicle for entertainment. In a few weeks time, it has done something to the German psyche that no politician has ever achieved - it has imbued the nation with a sense of pride and a unified fraternity that extends beyond the borders of creed, gender, culture and social class. British Prime Minister Tony Blair pointed out this unprecedented phenomenon in an opinion piece for the BILD newspaper, and declared: 'The old cliches have been replaced by a new, positive and more fair image of Germany.'"

Says Dr Eberl: "Since the world cup, tourism bookings to Germany have increased by nearly one third, investors confidence has surged to an all-time high, and the German team keeps winning in great fashion (all five games since the World Cup to date, with 23-1 goals and record viewing rates). It is no surprise that the latest Nation Brand Index (Q2/2006) has Germany moving up to second position - all econmic indicators are pointing upwards and there is talk about a second 'Wirtschaftswunder'!"

Dr Nikolaus recently introduced a revolutionary innovation model, called The IziCwe Code, at the Global Leaders Africa Summit in Johannesburg, sharing the stage with world renowned leadership gurus Tom Peters, Rudy Giuliani and Michael Porter. Based upon the innovation strategies of the legendary Zulu King Shaka, The IziCwe Code is about inspiring employees to question the tried and tested and search for new ways to deliver world-class service. In anticipation of the FIFA World Cup in 2010, large South African organisations are calling upon The IziCwe Code to engage their employees in Iklwa Innovation (so called after the revolutionary new weapon introduced by Emperor Shaka) and align employee commitment to President Mbeki's 2010 Promise.

Dr Nikolaus' forthcoming book is called "BrandOvation™ – How Germany won the World Cup of Internal Branding" (contributors Timothy Maurice Webster and Herman Schoonbee). An in-depth analysis of how Juergen Klinsmann built a winning team from scratch within less than two years and how Germany re-invented the world’s biggest sporting event into a nationbuilding success story, by activating BrandOvation™ and turning spectators into brand ambassadors.

Dr Nikolaus Eberl
Chairman: IziCwe Academy
Internal Branding™ Division
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