I am, above all, a student of marketing. Lifelong learning isn’t just a philosophy for me; it’s a practice that has taken me from postgraduate classrooms in South Africa to lecture halls abroad, and into boardrooms and diplomatic missions where theory met reality. For decades I have carried South Africa’s story to the world — as a senior marketing and communications executive, as a diplomat, and as a trade and investment promoter. I’ve sold South Africa not only as a developmental state and an investment destination, but also as the proud origin of products and services stamped Made in South Africa.
But the world has changed. We are living in a hypersensitive and volatile geopolitical moment, with unilateralism once again on the rise, spearheaded by the United States. In this climate, South Africa’s brand cannot be left to chance. It must be deliberately de/constructed, fortified, and rooted in an African context. To do any less is to risk leaving brand South Africa under siege.
This is why I argue — with full respect to Simon Anholt’s pioneering work — that the time has come to move beyond his Nation Brand Index. South Africa needs a more nuanced and responsive framework. Keith Dinnie’s ICON model provides exactly that. I laid out this case in my 2022 book, “De/constructing Brand Africa: A Practitioner’s Perspective”, and the urgency of adopting such tools has only grown sharper since.
Yes, to reposition South Africa internationally, we must move beyond fragmented marketing campaigns and reactive damage control. The ICON model — Integrated, Contextualised, New, and Organic — offers a strategic lens through which South Africa can craft a brand identity that is credible, compelling, and competitive.
Integrated action is our starting point. Too often, Brand South Africa, SA Tourism, InvestSA, and DIRCO operate as though they are running parallel races with different finish lines. A unified campaign is needed, where investment promotion, tourism, and cultural diplomacy speak the same language. The InvestSA One-Stop Shop demonstrates what can happen when government and business work together to clear obstacles for investors. This model should be replicated across tourism, creative industries, and technology partnerships. Crucially, our diaspora — scientists, artists, entrepreneurs — must be mobilised as frontline ambassadors for brand South Africa.
But branding is not one-size-fits-all. Contextualisation is about tailoring our message to fit the audience. For African partners, South Africa must foreground its role in the African Continental Free Trade Area (AfCFTA) and its investments in intra-African trade. For Western markets, the strongest pitch lies in our Just Energy Transition Investment Plan (JET-IP) and our leadership in sustainability. For BRICS partners, practical opportunities in infrastructure, beneficiation, and the digital economy matter more than slogans. In every case, what we promise must align with what we can deliver. Broken promises are the quickest way to kill a brand.
If we want the world to listen again, we must tell a new story. The “Rainbow Nation” narrative inspired the world in 1994, but it no longer reflects the country’s complexity. Our new story should be about resilience and reinvention: Johannesburg as Africa’s fintech frontier; Cape Town as a global design capital; Durban as a festival city that blends heritage with modernity. Our creative economy, from jazz festivals to Netflix-backed films, must be showcased as South Africa’s “new gold.” Even in tourism, we must move beyond wildlife clichés to curated experiences that blend wine, cuisine, music, and heritage into world-class journeys.
And yet, the most powerful brands are not manufactured; they are organic. South Africa’s best moments are often unscripted — the Springboks lifting the Rugby World Cup, Banyana Banyana shining on the global stage, or Trevor Noah bringing South African humour to millions worldwide. These moments, rooted in the authenticity of who we are, must be embraced as part of our brand narrative. Ubuntu, the living legacy of Nelson Mandela, and the vibrancy of township innovation cannot be reduced to tourist brochures. They are the soul of South Africa, and they speak more loudly than any advert.
South Africa’s brand is not in crisis because we lack achievements. It is in crisis because we have failed to integrate, contextualise, renew, and organically project them. The ICON model reminds us that branding is not about cosmetic slogans but about credibility, coherence, and culture.
If we are bold enough to embrace this framework, South Africa can re-emerge as a trusted investment hub, a magnetic tourist destination, and a cultural leader. But the window is closing. The world is watching. The question is: will we rise to the occasion?
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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