(openPR) - “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 Global Leaders Africa Summit, held at Johannesburg’s Coca-Cola Dome.

Delegates from across Africa welcomed the release of The IziCwe Code with great enthusiasm, stating that "the time has come to share African leadership principles with the world ... For too long, the true legacy of African leaders from the past has been neglected. 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 2005, 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.”

Dr Nikolaus Eberl
Chairman: IziCwe Academy
Internal Branding™ Division
Tel: +27 (0) 83 270 6008 / 09 / 10
Direct: +27 (0) 83 270 6011
Fax: +27 (0) 86 683 2696
Email: nikolaus@internal-branding.net
Web: www.internal-branding.net

IziCwe Academy is the global leader in Internal Branding Advisory Services. Based upon twelve years of global research, IziCwe Academy has assimilated best global practices in Internal Branding to assist coporate organisations to align employee commitment to their brand promise and motivate employees to engage in soft innovation.