THE ANC is going to have to restructure and reposition itself if it is to manage its brand successfully. The immutable law of natural selection requires that species adapt to the dynamic and changing environment to survive or face extinction.This holds equally true for organisations and businesses as for natural ecosystems. The complex and adaptive social systems in which organisations exist are more dynamic, diverse and interconnected than ever. They are also intrinsically very unpredictable. Organisations and brands that wither and die are those that misread the environment in which they operate, select the wrong approach to strategy, or fail to support a viable approach with the right behaviours and contingent capabilities.A typical behaviour of complex systems is that an interaction at some point in the lower levels of the system may have outcomes that have a significant impact on the overall system.The emergence of the Economic Freedom Fighters (EFF) was triggered by the unfort...

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