With business, consumer and investor confidence at all-time lows, businesses that are involved in SA’s ongoing state-capture scandals are not doing the country’s brand reputation any favours, says Leigh-Anne Acquisto, chair of Brand Council SA and CEO of strategic communications consultancy Liquorish Ink. “A significant amount of damage has already been done – and will continue to be done – unless the public and private sector react appropriately,” she warns. SA’s reputational issues are not one-dimensional, and they include business and political scandals, as well as crimes committed against tourists visiting the country. “The result is that we’re in the midst of a serious reputational crisis that needs to be proactively addressed,” says Acquisto. The first port of call, she advises, is to admit that there is a problem. “Brands tend to overcome adversity when their leaders take a stand. It’s about committing to rectifying the problems and then going about this in a focused and tra...
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