City of Johannesburg is calling for Internal Branding Advice from Global Gurus

Run SA's cities "like a business" and investors will flood in. That's the advice from former mayor of New York Rudolph Giuliani, who will be helping Johannesburg shape up crime-wise in time for the 2010 World Cup.

Giuliani successfully turned New York, the former crime capital of the world, into one of the safest cities globally in the space of a decade, reducing crime by 65 percent and murder by 70 percent.

Says Dr Nikolaus Eberl, Author of 'The IziCwe Code: Internal Branding': "The one advantage that business traditionally has over government agencies is that they have a fair understanding of the need to align employee commitment to the organisation's brand promise. President Mbeki's brand promise of 'A Better Life for All' calls for total commitment from all spheres in government. In fact, this is exactly what the President called for in his recent letter to the ANC, challenging government leaders at all levels to engage in Internal Branding of their respective departments. It is highly commemorable that the City of Johannesburg is leading the way, especially in view of the opportunities offered by the FIFA World Cup(TM) 2010 to brand South Africa - in the words of Nelson Mandela - as a Nation of Champions".

Dr Nikolaus recently introduced a revolutionary innovation 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 upon the innovation strategies of the legendary Zulu King Shaka, The IziCwe Code is about inspiring employees to question the tried and tested and search for new ways to deliver world-class service. In anticipation of the FIFA World Cup in 2010, large South African organisations are calling upon The IziCwe Code to engage their employees in Iklwa Innovation (so called after the revolutionary new weapon introduced by Emperor Shaka) and align employee commitment to President Mbeki's 2010 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.”