I am a child of Johannesburg – not by birth, but by becoming. This city sculpted the person I am today. I arrived in 1988, fresh out of university, stepping into my first job as a journalist. Like so many young, ambitious black South Africans in the late ’80s, I came to Johannesburg because it was the place where things happened. It was the city where dreams tested their wings – and mine took flight.
Johannesburg was at its prime then. A city defying a system that sought to crush the spirit of those like me. In an era when apartheid laws forbade us from living in certain suburbs, we navigated around them. We found allies in our white friends who signed lease agreements on our behalf. That’s how we moved into the vibrant heart of the city – into Hillbrow, Berea, Yeoville. We didn’t just occupy space; we claimed belonging.
We built communities. We created culture. The city beat with the rhythm of jazz, protest poetry, art, and activism. We told our stories in smoky cafés and underground clubs, in newspapers and on street corners. Johannesburg was alive with struggle – but also with hope.
Back then, Johannesburg was a city brimming with promise. Yes, it was still shackled by the cruel weight of apartheid, but it pulsed with a quiet rebellion, a hopeful defiance. Many of us weren’t even legally allowed to live here, yet we did. We found ways. We leaned on friendships across colour lines – some of our white comrades signed lease agreements on our behalf so we could live in Hillbrow, Berea, and Yeoville. We carved out spaces of dignity where the system denied us any. Johannesburg gave us that grit.
My journey took me beyond its borders – Pretoria, Polokwane, even Milan, Italy – but my soul never left Johannesburg. It has always been home. And like any home, I have watched its decline with a heavy heart. The Johannesburg I see today is a shadow of its former self – riddled with neglect, mismanagement, and a branding crisis that mirrors its physical decay.
But I refuse to believe the story ends here.
*** The chief custodian of brand Joburg, Dada Morero ***
Johannesburg remains Africa’s economic engine. Its strategic geographic position, its infrastructure – albeit ageing – its diverse human capital, and its rich cultural tapestry still position it as a city of potential. It only needs the kind of revitalisation that begins not just with policy, but with belief – belief that it can rise again.
To turn the brand of Johannesburg around, we must start by owning its story: not just the narrative of decay, but also the rich, layered past of resistance, creativity, and tenacity. We must highlight the Johannesburg that was a launchpad for so many African dreams – including mine.
Yes, branding Johannesburg means reinvesting in its identity – not a polished, imported one, but one born from its streets, its people, its struggles and triumphs. It means promoting inclusive urban regeneration; restoring safety and cleanliness; empowering local entrepreneurs; celebrating its cultural assets; and bringing back the soul of its inner city.
Brand Johannesburg is not a logo or a slogan. It is a lived experience. And I have lived it.
This city once defied a system designed to divide and conquer. With the same audacity, we can defy the narrative of irreversible decline. Johannesburg doesn’t need to be reinvented. It needs to be remembered, respected, and reinvigorated.
The Mayor of Johannesburg, Dada Morero, is not just the administrative head of the city, he is the chief brand custodian of brand Johannesburg. As the face and voice of the city, the Mayor carries the responsibility of shaping and projecting a compelling narrative that reflects Johannesburg’s identity, aspirations and potential. This role goes beyond policy implementation – it involves championing the city’s values, mobilising stakeholders toward a shared vision, and restoring civic pride. In a time when Johannesburg’s image has been tarnished by neglect and dysfunction, the Mayor must lead a renaissance rooted in transparency, innovation and inclusivity, positioning the city once again as Africa’s beacon of opportunity and resilience.
Let’s bring it back: brick by brick, story by story, brand by brand.
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™
Tel: +27 11 759 4297
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eMail: saul.molobi@brandhillafrica.com
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