Brand Council launched, promises 100 days of action

2 Mar 2012

The Brand Council of South Africa (BCSA), which launched yesterday, Thursday, 1 March 2012, has set its first 100 days as a timeframe for measurable achievements, with chairman Sean McCoy of the HKLM Group describing the roll-out of its action plan as "aggressive and exciting." Its identity was also unveiled, a bold stylised 'zigzag' emblem designed by Grid.

The council incorporates the Brand Design Council (formerly known as THINK) and has board representation from the ACA, Brand Leadership Group, The Brand Union, Grid, HKLM, Interbrand Sampson, It's a Go, The Switch Design Company and Yellowwood. Jeremy Sampson and Thebe Ikalafeng have been appointed co-vice chairpersons.

Grid's Nathan Reddy, member of the BCSA board and spokesperson for the logo designers, said that, as the 'home of brands', the identity should embody creativity, intelligence and commercial viability. The angularity of the zigzag, which is such a central image in African art, was the perfect source from which to develop a memorable and commanding presence.

The launch follows years of planning and is a major stride forward in uniting and developing the industry around a common purpose and direction, with a commitment to deliver on its manifesto promise of enabling growth in the economy and supporting South Africa's ability to compete as a nation. McCoy said it was now time for "action, activation and accountability."

Commitment to action

Some of the targeted interventions include launching a brand barometer and educational initiative, meeting with relevant government departments, securing funding, and holding events and workshops including supporting the hosting of the Icograda Annual Congress to coincide with WDC2014 in Cape Town.

In making public the BCSA's framework for delivery, McCoy emphasised its commitment to action, saying that a key driver was the need to change from an industry body that had been focused on protecting its member base to an industry that had a higher purpose based on the benefits of its collective work.

"This requires focused energy and it will materialise in various business and social initiatives, including the development of intellectual property, supporting and guiding industry education, industry regulation and defining quality standards for excellence and compliance.

"An active catalyst"

"Brands create value and the Council was founded on the premise that the professional practice of branding can contribute distinctive, sustainable and long-term economic and social value to the nation. We aim to be an active catalyst for this growth - with the emphasis on 'active' - to ensure that we add value to business and society by developing our practice and creating a greater awareness and appreciation for its importance."

The launch of the Brand Council coincided with Design Indaba week.

For more, go to www.brandcouncilsa.org.

Updated at 4.36pm on 5 March 2012.