Post the 2006 FIFA World Cup, Germany is seen as a likeable, open-minded and innovative country. It helped that everything ran like clockwork and the German public welcomed the flood of visitors from the world.
But the changed image has a great deal to do with the re-branding Germany has undergone, according to the International Marketing Council (IMC). De Vries will share his experiences in brand positioning Germany before the 2006 FIFA World Cup.
He will be one of the main speakers at the 2010 National Communication Partnership Conference taking place in Johannesburg on August 15. The conference, which is being hosted by the IMC on behalf of the 2010 National Communication Partnership Task Team, will give marketers, communicators and other stakeholders from both the public and private sectors a unique opportunity to co-ordinate communication messages as South Africa moves toward 2010.
De Vries is CEO of a company, FC Deutschland GmbH, which was formed specifically to present Germany to visitors as the "Land of Ideas" and as a friendly, open-minded and innovative country. The same message was aimed at Germans too.
High praise after the 2006 World Cup in Germany shows that De Vries succeeded in this branding campaign, says the IMC.
Yvonne Johnston, the CEO of the International Marketing Council of South Africa, is "very excited" that Mike de Vries will be in South Africa to talk about his experiences of branding Germany before the 2006 FIFA World Cup. "Mike has significant insights, which we can learn from as we market South Africa as Alive with Possibility" in the lead up to 2010," she says.
Another high profile speaker at the 2010 National Communication Partnership Conference is Raul Peralba, a partner director of Trout & Partners Group for Spain, Portugal and Mercosur Countries. He is also chairman of Positioning Systems in the Group's affiliate firm in Spain and was responsible for the Spanish versions of Jack Trout's best-selling books, such as the ground-breaking 'Positioning - The Battle for your Mind'. In his input at the Conference, Peralba will explore the branding and marketing opportunities provided by a major event.
Wolfgang Grulke from Futureworld, will also be speaking at the Conference - looking to Africa and South Africa in the 21st century. He is a speaker of international repute and has a best-seller to his name: 'Ten Lessons from the Future'.
The government's commitment to and expectations of 2010 will be addressed by the head of Policy Co-ordination and Advisory Services in the Social Sector of The Presidency, Joel Netshitenzhe; while Danny Jordaan, who heads up the Local Organising Committee, will be looking at marketing opportunities for South African corporates leading up to 2010.
In turn, the IMC's Johnston will address the future strategy to brand South Africa and Nepad's GM Communications and Outreach, Thaninga Shope-Linney, will be looking at perspectives and opportunities for Africa.
After the morning's presentations, there will be four separate outcomes oriented sessions to work through the lessons learnt earlier in the day.
A gala dinner will end proceedings.
