Posts Tagged Fifa world cup
An open letter to South African expatriates living abroad by: Bobby Brown.
The 2010 Fifa World Cup ended recently and it appears, much like Germany in 2006, that post-world cup depression has temporarily set in. This depression is a trivial event, given the title owing to how it affects a nation once they no longer have anything to look forward to. The fanfare has passed, day to day life is returning and many people are wondering what next?
Building a National Brand is not about a mass of marketing and the amount of advertising expenditure thrown down. A brand is not what you advertise, say you are, or believe you are – it is fundamentally who you are. As the guru of nation branding, Simon Anholt, says: “There is “absolutely no evidence” that governments can alter their international image through marketing and that spending millions on propaganda is ‘futile’. “Countries are judged by what they do and make, not by what they say…”
I have been guiding a film crew from Britain around Johannesburg for the last two weeks. As you may expect, they are here to cover the tournament as well as the many soccer orientated stories surrounding the event. GUEST POST: Over the last fortnight we have travelled to some of the most affluent areas in South Africa as well as some of the poorest. We have talked with businessmen, eaten with beggars and celebrated the opening event in a Sowetan shebeen…So what do stories do I have to tell?
In 2006, Germany used their World Cup Soccer event to truly galvanize East and West Germany into a single nation with a real sense of unity and hope for their countries’ future. The hosting of the World’s largest sporting event is an incredible opportunity for nation building and if ever there was a time for South Africa to unite even further as a nation, the 2010 Soccer World Cup is the time.