Fixing Zim’s broken reputation chain

by Tabani Moyo 

THE Economist Intelligence Unit’s liveability survey of 2018 pitches Zimbabwe’s capital city Harare in the 10 least “liveable” cities in the world out of the 140-city sample.

Harare is ranked number 135, only eclipsing countries that are grappling with terrorism and war. The survey looks into five key variables in reaching its results, notably: infrastructure; stability; education; healthcare and culture and environment.

These are the indicators which shape the global reputation of respective countries’ brand touch points — their cities. This reality check for Zimbabwe punches holes in the already weak national positioning cliché by President Emmerson Mnangagwa — that “Zimbabwe is open for business”. In a nutshell, it points to the urgent need for the country’s leadership to attend to our broken reputation chain.

Zimbabwe’s fragmented reputation economy!

By Tabani Moyo

Zimbabwe’s ‘reputation economy’ in the aftermath of the military tsunami/coup that dislodged President Robert Mugabe in  November 2017, is as good as a castle built on sand. Its foundation is shaken and lucid, while the entire superstructure is built on promises and very little action.

It is made complex by the fact that the history of nations, throughout human existence has been of nations advancing the parent country’s interests on an international arena. However, the Zimbabwean narrative is very unique as the country literally sells its soul without defining its interests. The narrative that Zimbabwe is open for business alone, poses a problematic proposition for the country’s national reputation.

The 2018 Brand Manifesto!

 

By Tabani Moyo

The curtains of 2017 touched down in a dramatic fashion through the military stampeding of former president Mugabe out of office and replacing him with their candidate of choice through a coup. Euphoria engulfed the country as the international community and the army attempted to brand the coup, a people’s coup! In addition, the new elite was quick to consolidate its grip of power by weeping emotions of the generality of citizens through its “New Dawn! New Era!” mantra.

Zimbabwe’s reputation management crisis!

By Tabani Moyo

It is now a reality that the bulk of the countries, organisations, entities and persons are struggling with management of their respective reputations. This is due to the sad fact that the bulk of these establishments confuse image for reputation. In return, their entire strategy and value proposition is geared towards managing image instead of reputation. This is true for Zimbabwe as a country, which has seen the primitive and gluttonous squander of the national reputation with reckless abandon.

Marketing Strategy and Brand Success!​

By Tabani Moyo

Last week, I checked in at the Lees Hotel in Masvingo for a business trip. What a mistake it turned out to be! In booking for accommodation and conference facilities, I had relied on the last experience I had in 2015. Back then, the hotel was on top of the hoteling industry in the ancient city. When the hotel was launched around 2010, it was the game changer in the hotel industry in Masvingo. It was strategically located, less than 2km from the Central Business District (CBD), away from the traffic noise and other vices that come with locations in the CBD.

DSTV, Its No longer business unusual!

By Tabani Moyo

I read the story carried in the NewsDay of 11 August 2017 with gratitude as it beamed the headline “Government licenses Masiyiwa’s Kwese TV”. This will surely go a long way in creating the much-needed competition in the television-broadcasting sector, which we all yearn for. We are highly likely to see a reconfiguration of the forces of competition, especially to Multichoice, the owners of DSTV as they respond to the new entrant.

Managing Corporate Reputation in the Digital Age!

 

By Tabani Moyo

In discussing the complex subject of corporate reputation management in the digital age, one is tempted to list a number of brands that have failed beyond measure to manage their respective reputations online. However, due to space constraints, I will confine myself to a few of them.

Brand management & the transgressions of Zim politics!

By Tabani Moyo

There is something abnormal with our politics in Zimbabwe and the various brands that define its architecture. With all the indicators pointing to Zimbabwe as a fragmented state that has failed to perform the basic requirements to its people. On the other hand, the electorate seemingly retired from active participation, for those who traditionally supported the opposition, while those backing the ruling party are adamant that their party will scale to victory come 2018.

Crisis riddled societies like ours should naturally be mobilized for the ballot to direct politicians on the Zimbabwe that they want rather than the disenfranchisement on the part of the urban dwellers and continued disillusionment for the bulk of the rural constituencies.The majority of the urbanites are tired of routine politics, led by career opposition leaders and wait for a change to the political narrative and scope of societal configuration.

Customer Experience & its challenges

By Tabani Moyo

A couple of weeks ago I received overwhelming responses, the bulk of which called upon this platform to further define the subject of customer experience and why it has become a buzz word in 21^st century brand management. It then occurred to me that I had taken it for granted that the concept is now universally understood and accepted as the bloodline for brand sustainable existence.

Strong brand culture & Agility!

 

By Tabani Moyo

I was presently surprised with the speed with which OK and Bon Marche stores respectively moved in embracing new technologies in the cutthroat retail industry. I must honestly confess, I did not expect the stores which belong to the OK Zimbabwe Group to lead in this front in the presence of the ‘big brother’ Pick n Pay which has over the short space of time differentiated itself through creating an experience ecosystem around the customer.