Johannesburg’s Mayor Dada Morero’s launch of the “Bomb Squad” is more than a political manoeuvre – it is a bold act of brand rehabilitation for a city whose image has been battered by years of neglect, administrative instability, and infrastructure collapse. Admittedly, this may be one of the most strategic – albeit controversial – brand interventions Johannesburg has seen in recent years. As the city stands on the global stage preparing to host the 2025 G20 Leaders’ Summit, it is more than just service delivery that’s on trial; the very soul and image of Brand Johannesburg is under scrutiny. And this initiative, if managed with integrity, urgency, and public accountability, could mark a decisive pivot in the city’s brand narrative. Indeed, this intervention could be the spark that reignites confidence in Africa’s most prominent urban brand.
Brand Johannesburg has long been synonymous with economic opportunity, cultural diversity, and cosmopolitan energy. However, in recent years, its narrative has been increasingly dominated by headlines of power cuts, decaying infrastructure, hijacked buildings, and service delivery protests. This not only undermines investor and tourist confidence but also erodes the sense of civic pride among residents. A city brand, like any brand, thrives on consistency, reliability, and a compelling vision – all of which have been in short supply.
The “Bomb Squad” is a high-powered task force comprising veteran city administrators, urban governance experts, and former executives with deep institutional memory. Led by seasoned communicator and former SABC’s Executive, Dr Snuki Zikalala, and operating on a mostly pro bono basis, the team has been tasked with identifying and fixing the most critical dysfunctions in the city – from service delivery paralysis to mismanaged infrastructure projects and hijacked buildings. The symbolism is potent: a city once perceived as teetering on the edge is taking bold, unorthodox action to self-correct.
This has the potential to become a catalytic brand intervention. Tasked with identifying and unblocking service delivery bottlenecks, stabilising failing systems, and restoring dignity to the city’s public spaces, the squad’s work directly feeds into key brand pillars: operational excellence, inclusive governance, and a clean, safe, and liveable urban environment.
Crucially, this initiative signals a shift from rhetoric to action. The fact that the mayor has taken the step of appointing individuals with both technical know-how and political credibility reflects a growing recognition that rebuilding the city’s brand must begin with restoring its basic functions. Water must flow, lights must stay on, waste must be collected, and the urban order must be restored. Without these fundamentals, slogans like “A World-Class African City” ring hollow.
Moreover, the Bomb Squad’s formation offers a reputational boost by demonstrating leadership accountability and responsiveness. Involving respected figures such as Dr. Snuki Zikalala adds gravitas, while the diverse composition of the team – cutting across political lines – communicates a powerful message of unity in service of the city. This is brand storytelling in action: it reframes the city from a narrative of decline to one of resilience and collective problem-solving.
From a city branding perspective, the impact of the Bomb Squad could extend well beyond operational results. It can restore a sense of agency among citizens and officials alike. If successfully executed and transparently communicated, it could reframe Johannesburg’s image from that of a struggling metropolis to a city on the mend – committed to delivering on its promises and earning back public trust.
As Johannesburg eyes the global spotlight with the G20 Summit approaching, the success of the Bomb Squad may well define the story the city tells the world. It is not merely about fixing pipes and potholes – it is about repairing the social contract, restoring civic pride, and reclaiming Johannesburg’s rightful place as a beacon of African urban excellence.
But beyond the functional, the Squad’s very formation is a powerful act of brand communication. It signals an urgent, no-nonsense approach to fixing Johannesburg. It communicates that the mayor is not waiting for ideal conditions or relying on bureaucracy alone – he is mobilising experienced hands to reclaim the city’s dignity. This mirrors successful urban interventions globally, where mayors have appointed special commissioners or “czars” to troubleshoot and rescue specific sectors – often with strong brand turnaround effects. Think of New York under Mayor Rudy Giuliani or London’s urban revitalisation under Ken Livingstone. Johannesburg is scripting its own version.
However, the name – “Bomb Squad” – is a double-edged sword.
On one hand, the phrase evokes urgency, precision, and the need to defuse crises before they explode. It positions the task team as Johannesburg’s last line of defence against implosion, adding drama and a sense of high-stakes mission to the initiative. This might appeal to media narratives and resonate with a frustrated public hungry for action.
On the other hand, from a brand management perspective, the term “Bomb Squad” carries militaristic, crisis-laden, and even destructive connotations. It risks reinforcing the perception that Johannesburg is a danger zone, metaphorically laced with ticking time bombs – a message that may repel investors, tourists, and even its own residents. In a city already plagued by violent crime, load-shedding explosions, and building collapses, this name could inadvertently amplify the very fears the intervention seeks to address. It is also vulnerable to political ridicule – already, opposition parties have mocked it as a campaign stunt or a cadre deployment project dressed in heroic language.
A more constructive name could have been explored – perhaps one grounded in recovery, resilience, or renaissance, like “Project Rebuild Joburg” or “Urban Renewal Command.” Nevertheless, in the public imagination, catchy names have power. If the team delivers real, visible change, “Bomb Squad” may come to signify bravery and competence rather than chaos – much like how “Operation Clean Sweep” or “War Room” have been used in other contexts.
The true test lies in performance. The Bomb Squad must be given space to work independently, without political interference. It must operate transparently and communicate frequently with the public. Measurable milestones must be published and met. Only then can it build legitimacy — not just as a team of troubleshooters, but as a metaphor for Johannesburg’s ability to rebound from the brink.
If it succeeds, the Bomb Squad could become a symbol of civic renewal. It would contribute to the repositioning of Cllr. Morero as a mayor of decisive action – a brand custodian willing to take risks to repair the city’s image. But if it flounders or is derailed by internal politics, it could further deepen the cynicism of a population already weary of promises.
Brand Johannesburg is not defined by slogans – it is defined by lived experience. If the streets are cleaner, the taps run, and electricity flows, then this “squad” will have achieved more than crisis management. It will have reignited hope. And that is the most powerful brand asset any city can have.
The world is watching. Brand Johannesburg cannot afford to falter. With the Bomb Squad, Mayor Morero has fired the first salvo in a war for the city’s future – and its brand legacy.
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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