South Africa calls for The IziCwe Code to inspire run-up to 2010

On Friday 7 July, the Tempodrom in Berlin witnessed a welcoming to South Africa, and in turn South Africa welcomed the world. The official emblem of the 2010 FIFA World Cup™ was unveiled in a vibrant ceremony organised by the 2010 South Africa Local Organising Committee (LOC). Molefi Oliphant, President of the South African Football Association, summed up the occasion perfectly when he said: "We (South Africa) are receiving the baton from Germany, like in a race, and now we are running our lap."

The speakers at the event included Kofi Annan, Secretary-General of the United Nations, FIFA President Joseph S. Blatter and President of the Republic of South Africa, Thabo Mbeki. They all spoke of the continent's immense pride in the hosting the 2010 FIFA World Cup on African soil, and the need to 'Win in Africa, with Africa.' Indeed, CAF President and FIFA Vice-President Issa Hayatou is so optimistic about the success of Africa in 2010, he declared it will 'mark the renaissance of Africa.'

Delegates from South Africa expressed their hope that this occasion will be used to showcase South Africa as a rolemodel of inspirational leadership and called for The IziCwe Code to guide the preparations to the 2010 event and act as a 'catalyst towards branding South Africa as a Nation of Champions'.

The IziCwe Code was recently introduced at the Global Leaders Africa Summit in Johannesburg, sharing the stage with world renowned leadership gurus Tom Peters, Rudy Giuliani and Michael Porter. Based on twelve years of global research, The IziCwe Code is about internal branding strategies from Emperor Shaka, aimed at engaging the emotional drivers of employee commitment (coined EmotiVators™ by Dr Nikolaus) and building total commitment to delivering the brand promise.

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

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