ABOUT AFRICA AND NATION BRANDING
Perception is king. The current worldview of many African nations is bound up in the image of Africa itself – a reputation often tainted by crisis and upheaval. But as this reality changes for many successful and dynamic African countries, the need to build positive associations has never been greater and the opportunity for Africa is clear. The Simon Anholt Masterclass could not be better timed to provide a clear understanding of the strategies required to change a nation's brand image and deliver a globally competitive advantage. The agenda will also include contributions from the key thought leaders in resurgent African nations that are investing in their national brand.
Led by Simon Anholt, the leading expert on managing and measuring national identity and reputation. Simon advises governments around the world, as well as organisations including the United Nations, The World Economic Forum and the World Bank.
If you were a delegate who attended this Masterclass, please CLICK HERE to access presentations from the day.
IN ASSOCIATION WITH
PARTNERS
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| Thank you to all who attended this fantastic event. | |
| DATE | Monday 28 September 2009 |
| CONTACT |
Clare Dewhirst for further details |
| DELEGATE FEEDBACK | |
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"The seminar was very useful, insightful and thought-provoking. We look forward if possible to another programme that will bring political parties and other relevant sectors together to be schooled in Nation Branding for us to move forward in the right direction." - Gifty Kwansa, Ghana Tourist Board, Africa 2009 |
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"Now I have a better understanding of nation branding. The need for an enduring vision. The role of the government, the people and the culture." - Adewumi Adedoyin, Centrespreadfcb (Nigeria), Africa 2009 |
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"A well organised event which couldn't have come at a better time. This event has been revealing and insightful." - Henry Ofori Akwaboah, Ghana Oil Company Ltd (GOIL), Africa 2009 |
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| GUEST SPEAKERS | |
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Professor Arthur Mutambara, Deputy Prime Minister, Zimbabwe |
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Itumeleng Dlamini, International Relations Manager, |
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Kofi Amoo-Gottfried, Managing Director, Publicis Ghana |
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Paul Bannister, Acting CEO, International Marketing Council, South Africa |
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Mathias Akotia, CEO, Brand Ghana |
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Reginald Laryea, President, Advertising Association of Ghana |
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Pierre-Emmanuel Maubert, Regional Director, africapractice |
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09:00 WELCOME
Komla Dumor, Presenter, Africa Business Report, BBC World News
09:10 WELCOME ADDRESS
Mathias Akotia, CEO, Brand Ghana
09:30 UNDERSTANDING NATIONAL IMAGE
Simon Anholt
What is a national image? Simon will explain the basics of place branding and the links between perception and reality. Why is this important? How does a good image enhances competitiveness, and how does a weak or negative reputation can block or reverse development? What makes perceptions change? Simon will end this first presentation by revealing the realities of altering a national image; when it happens, and why – employing many real-life examples from the last four centuries.
10.45 Refreshments
11:15 MEASURING NATIONAL IMAGE
Simon Anholt
Explaining the “Anholt Nation Brands Index”: A look at how national images are measured and analysed – with data trends since 2005. Which countries are rising and falling, and why? What do the winners have in common? Simon will reveal the qualities and assets that people admire in other countries.
12.30 Lunch
13:45 AFTERNOON KEYNOTE
Professor Arthur Mutambara, Deputy Prime Minister, Zimbabwe
THE FUTURE FOR BRAND ZIMBABWE?
A former leader of student opposition to the ruling Zanu PF party, Professor Mutambara is a scientist who once worked on NASA’s Mars Rover project and who also spent some time as a consultant with McKinsey & Company. He has described his move back to Zimbabwe by saying “Now the time has come for me to jump from the pan into the fire.” What are Professor Mutambara’s plans for Zimbabwe’s future?
14:15 INFLUENCING NATIONAL IMAGE
Simon Anholt
Simon will now move onto Competitive Identity and will provide the framework for an approach to understanding, measuring and influencing the images and reputations of places. What is involved in building a national strategy? How does a country go about creating the teams, institutions, policies and conditions that equip countries to compete more effectively in the ‘age of reputation’. How can stakeholders be aligned? What structures are required for creating effective collaboration between tourism, foreign policy, culture, foreign investment, exports, civil society, education and sport?
15.15 Refreshments
15:45 NATIONAL IMAGE & THE AFRICAN CONTINENT
Simon Anholt
Simon Anholt, in his seminal book Brand New Justice, makes the radical claim that one of Africa’s biggest obstacles to growth is the image of the continent itself. He claims in a globalised world it is the responsibility of good governments to understand, measure, and exercise control over the country’s reputation if it is to prosper. These observations have led to an explosion of ‘nation branding’ exercises in Africa, most of which Anholt claims are a waste of taxpayers’ money, as they focus on spin instead of substance. In this hard-hitting masterclass, the ‘father of nation branding’ explodes the myth of marketing-based national image campaigns, and shows governments how they can truly begin to exercise influence over their most critical national asset: the reputation of the country itself.
16.45 CASE STUDY: SOUTH AFRICA & THE WORLD CUP
Itumeleng Dlamini, International Relations Manager, 2010 FIFA World Cup Organising Committee
Paul Bannister, Acting CEO, International Marketing Council, South Africa
An insight into the preparations and the issues faced in winning the FIFA World Cup, also incorporating an analytical view on the implications for Brand SA and what needs to ahppen to optimise the event, particularly in terms of National mobilisation and reputation management. Will this provide the symbolic turning point for African development and growth?
17.15 PANEL DISCUSSION
Moderated by Komla Dumor, Presenter, Africa Business Report, BBC World News
Our panellists include speakers from the day, joined by:
Kofi Amoo-Gottfried, Managing Director, Publicis Ghana
Reginald Laryea, President, Advertising Association of Ghana
Pierre-Emmanuel Maubert, Regional Director, africapractice
18:00 CLOSE