“Companies are becoming painfully aware that sending the right message to their employees is just as important as making a good impression with customers, vendors and investors” (The Wall Street Journal). Internal Branding, aligning employee commitment with the brand promise of the organisation, has become central to brand leadership.

Dr Nikolaus Eberl, author of “Internal Branding: The IziCwe Code”, introduced a uniquely South African Brand Leadership Model, called The IziCwe Code, at the Philip Kotler Africa Event, held at Johannesburg’s Vodadome.

Delegates from across Africa welcomed the international release of The IziCwe Code with great enthusiasm, stating that "the time has come to share African brand leadership principles with the world ... There is much to learn from African giants such as King Shaka."

Based on twelve years of global research, The IziCwe Code is about internal branding strategies from Emperor Shaka, aimed at engaging the emotional drivers of employee commitment (coined EmotiVators™ by Dr Nikolaus) and building total commitment to delivering the brand promise.

Dr Nikolaus and co-author Herman Schoonbee published “Internal Branding: The IziCwe Code” (Academy Press 2006, foreword by Reuel Khoza), which was recently critically reviewed by 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’ earlier book “Conquer Life: Personal Branding Strategies from the Emperor” was appraised by The Business Day as “A must for anyone who wants to overcome personal and career challenges”, and Herman Mashaba, Founder of Black Like Me as “A uniquely South African formula for mustering the will to succeed and conquer life.”


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