Schwarz-Rot-Geil - The transformation of Germany through Internal Branding™

The 2006 Fifa World Cup™ has done something to the German psyche that no politician has ever achieved - it has imbued the nation with a sense of pride and a unified fraternity that extends beyond the borders of creed, gender, culture and social class.

The German emblem of smiling faces, in conjunction with the brand slogan "Make Friends!", has transformed the national spirit from years of economic depression and individual resignation to a new found sense of hope and celebration. Every foreigner that was interviewed about their experiences at this Fifa World Cup™ has expressed their disbelief at how friendly and celebratory the Germans welcomed them in their homes and pubs - in fact a group of South African visitors even referred to a spirit of ubuntu that they had encountered - the word Nelson Mandela coined for true humanity and solidarity.

Comments Dr Nikolaus Eberl, the author of 'Internal Branding: The IziCwe Code': "What has happened here over the past four weeks, is in fact a shining example of internal branding: creating a sense of common destiny and a unified fraternity that extends into the wider community … Jurgen Klinsmann has very astutely managed to build a brand around the national promise of 'Making Friends' and turning scpetics into brand ambassadors."

Dr Nikolaus recently introduced a revolutionary new 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 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.”