Brand South Africa fights for the good in the country
Despite the negative climate, the majority of South Africans have a general feeling of goodwill and are respectful of where we came from and where we are today
We find ourselves in tumultuous times – SA is in a space of uncertainty, with allegations of corruption in government, attacks against foreigners, crime and unemployment adding fuel to the negative perception that many have of the country. Against this backdrop, Kingsley Makhubela, CEO of Brand South Africa, faces the challenge of creating a positive outlook out of all the bad news coming out of the country. People have mixed feelings, he says. One the one hand, there are many who still believe in the rainbow nation and all it encompasses, while on the other hand one cannot ignore the very real challenges facing SA. For many that has created a negative perception. Makhubela explains that the strategy of Brand SA is about highlighting the good that the country has to offer while acknowledging that the country has its problems, instead of sweeping them under the carpet. “Our system works, but it grinds slowly,” he says. He reports that from a Brand SA perspective, the focus lies on th...
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