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Archbishop Tutu Calls for Internal Branding of South African Society

In his Biko Memorial Lecture, Archbishop Desmond Tutu called for a South Africa where everyone respects themselves, has a positive self-image filled with proper self esteem and holds others in high regards.



In his speech, the archbishop pointed to the need for internal branding of government at all levels: There are offices and shops that are a pleasure to enter. The shop assistants are courteous, friendly, smiling and eager to help, as are also certain offices - but there are others where they think they are doing you a favour. There are municipal, provincial government offices which you go to only because you really have to.



They behave as those others used to behave in the old pass opffices - they are rude, inefficient and unpleasant. Why, oh why, when it is so easy to be efficient, friendly and curteuous It is because we dont respect one another, and we dont because we dont respect ourselves first.



Comments Dr Nikolaus Eberl, author of The IziCwe Code: Archbishop Tutu is pointing at the most critical issue in local and provincial government - the need to align employee commitment to the government'ss brand promise and build an attitude of commitment throughout all levels. Service delivery has in many areas come to a halt and it is imperative that Tutu'ss call be heeded by all stakeholders. Unless this is done within the months to come, communities will rebel against many a broken promise.



Dr Nikolaus recently introduced a revolutionary brand leadership 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 internal branding strategies of the legendary Zulu King Shaka, The IziCwe Code is about aligning employee comitment to the brand promise of the organisation and searching 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'ss 2010 Promise.



Dr Nikolaus and co-author Herman Schoonbee published 's8220;The IziCwe Code: Internal Branding's8221; in 2005 (Academy Press, foreword by Reuel Khoza), which was recently critically reviewed by President Thabo Mbeki in his Letter from the President; using 's8220;the analytical tools contained in The IziCwe Code's8221;, the President issued the challenge to government leaders to 's8220;generate the kind of commitment that will ensure that 's8230;our government at all levels 's8230; can be trusted to honour the brand promise!'s8221;



Dr Nikolaus's8217; earlier book 's8220;Conquer Life: Personal Branding Strategies from the Emperor's8221; was appraised by The Business Day as 's8220;A must for anyone who wants to overcome personal and career challenges's8221;, and Herman Mashaba, Founder of Black Like Me as 's8220;A uniquely South African formula for mustering the will to succeed and conquer life.'s8221;

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