(1888PressRelease)
October 07, 2006 - Research conducted over the past twelve years by German Branding Guru Dr Nikolaus Eberl is revealing the drivers of Brand Leadership in the 21st Century.
Explains Dr Nikolaus: "The father of brandology, Hans Domizlaff, made a clear distinction between the disciplines of marketing versus branding. Whereas marketing may get you noticed, Branding makes you memorable. Where marketing makes claims, branding makes promises - and keeps them. Domizlaff compared marketing to the activities of a street hawker, who pushes his wares onto anybody who happens to walk past. On the other hand, branding activates a pull effect, by engaging the drivers of human trust and creating long-term relationships through gentleman-like appearance and attitude."
"Marketing creates buzz and and acts by interupting anybody in its way through generic messaging. Branding speaks to the emotional needs of the human being, the EmotiVators(TM), and thus attracts attention rather than trying to command same. A great brand is not just top performance. It is an emotional connection with the client."
Says Dr Nikolaus: "Behind every great brand is a cause, a compelling idea, which captures customers' attention and loyalty by filling an unmet or unsatisfied need. Branding is about combining style with substance and aligning all touchpoints of your business to your brand image. Your brand image creates an emotional bond that builds clients for life."
Dr Nikolaus recently introduced a revolutionary brand leadership model, called The IziCwe Code, at the Global Leaders Africa Summit in Johannesburg, sharing the stage with world renowned leadership gurus Tom Peters, Rudy Giuliani and Michael Porter. Based upon the branding strategies of the legendary Zulu King Shaka, The IziCwe Code is about aligning employee commitment to delivering the orgnaisation's brand promise. In anticipation of the FIFA World Cup in 2010, large South African organisations are calling upon The IziCwe Code to engage their employees in aligning employee commitment and delivering world class service.
Dr Nikolaus and co-author Herman Schoonbee published “The IziCwe Code: Internal Branding” in 2005 (Academy Press, foreword by Reuel Khoza), which was recently critically reviewed by South African President Thabo Mbeki in his Letter from the President; using “the analytical tools contained in The IziCwe Code”, the President issued the challenge to government leaders to “generate the kind of commitment that will ensure that …our government at all levels … can be trusted to honour the brand promise!”
Dr Nikolaus' forthcoming book is called "BrandOvation™ – How Germany won the World Cup" (co-authored by Timothy Maurice Webster; scheduled for release in November 2006). An in-depth analysis of how Juergen Klinsmann built a winning team from scratch within less than two years and how Germany re-invented the world’s biggest sporting event into a nationbuilding success story, by activating BrandOvation™ and turning spectators into brand ambassadors.
