Brand South Africa & Bluprints: The formula of a South African
F
or the first time in the world a nation will define its own formula and will be able to measure its progress against the wishes of its citizens. Brand
South Africa, the nation’s marketing arm together with Bluprints has undertaken to discover the ‘Formula for a South African’ - a recipe for how we should, and should not behave.
So far almost 60 000 South Africans have shared
their opinions about what we need to do more of and less of to succeed. According to Barbara Holtmann of Bluprints, “We have got opinions from every corner of South African society and we have been quite amazed about the similarity in responses. We share much more than divides us. This process is not about what government does. It is about what we are all going to do. There is a clear path we need to follow to co-create the country we want to be part of.”
No formula of a South African would be complete without you. We need your help to discover what it is that makes us great, and what lets us down. Please get involved by voting in the ‘Formula of a South African’ election. We now have 20 top-line (do more of) and 20 bottom-line (do less of) characteristics. To vote, all you have to do is select the most important top-line characteristic and most important bottom-line characteristic that make us uniquely South African. You can vote by going to
www.formulasa.co.za. South Africans without access to the internet will be approached via various NGOs to complete a paper- based questionnaire.
Barbara Holtmann
“We have got opinions from every corner of South African society and we have been quite amazed about the similarity in responses. We share much more than divides us. This process is not about what government does. It is about what we are all going to do.”
Vote now at:
www.formulasa.co.za
One million South Africans will also be receiving an SMS to vote. They have been selected on the basis of age, race, gender and geography. ‘Formula of a South African’ is one of the largest research undertakings in South Africa, and Brand South Africa are making sure to include every sector of our society so that the final result is truly representative of what we all think.
Once the final data is collated, a formula will be
produced. Then, to make this scientific process come alive, the Department of Arts and Culture are to be tasked to develop an art gallery in an array of art forms which truly reflect the cultural diversity of our nation. This will be unveiled to the South African public in a national roadshow later this year. “Through a widely shared art gallery we will be able to engage both the right and left brain thereby effectively instilling these principles at a subconscious level,” says Holtmann.
Most importantly, the ‘Formula of a South African’ will be measured regularly to find out to what extent we are aligning with the formula to create a genuine shift towards a more successful society. Formula SA will be using the tested Bluprints methodology. Bluprints have discovered that all businesses have a blueprint, or a set formula which is a unique and optimum way of functioning to maximise success in a particular environment. This approach has been implemented with a great deal of ongoing success in leading South African organisations such as Deloitte Consulting and Tsogo Sun as well as international organisations such as Fedex and Ernst & Young.
The primary objective of Brand South Africa is to develop and implement a pro-active marketing and communication strategy for South Africa, and to promote South Africa internationally. Domestically, the aim is to build and sustain national pride and patriotism.
May 2012 | Management Today 75
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