Brand South Africa gives master class on nation branding

first_imgCivic-minded people are needed to help build the country of their dreams. This is an important aspect to nation branding, which is not the work of the government alone, a group of students from South Africa and the US hears.Students from Rutgers University in the US and South Africa’s Unisa explore the display at the Nelson Mandela Foundation before the Brand South Africa master class on nation branding.Students were encouraged to become more civic-minded and involved by Sello Hatang, the chief executive of the Nelson Mandela Foundation, at an engagement hosted by Brand South Africa with communications and marketing students from Unisa and Rutgers University, in the US, on 17 March 2016.The gathering took place at the Nelson Mandela Centre of Memory. Speakers from the foundation and Brand South Africa encouraged the students to play their part in creating the world they wanted. They also gave a tutorial on the philosophy behind nation building.Hatang set the tone for speakers who followed him. “What am I doing to build the country of my dreams?” he challenged the students to ask of themselves.Brand South Africa chief executive Kingsley Makhubela explained the difference between nation and product branding, saying the fundamental difference between the two was intent. A product created a designed identity where nation branding was about highlighting the best of who we were.He talked about international tensions and how conflict continued to shape perceptions about the world we in which we lived. It was the trial nations faced every day: how to shape a positive view of the country despite challenges. “What do you communicate? The challenges? Or the potential and values of the nation?”It was not a government’s concern alone. Citizens, including a country’s young people, had a responsibility to live the best values of their country. Makhubela reminded the students that it was their world as well and that they needed to become civically involved. Tension reshaped the world, but it was the passion of young people that remade the world.Brand South Africa speakers did not shy away from topical issues of the day. Dr Petrus de Kock, the general manager of research, explained that in an environment where bad news often shaped perceptions, it was the responsibility of Brand South Africa to counter this through research, and then share that research as widely as possible.The Rutgers students, especially, were visiting South Africa at a time in its history when the stream of negative news could, but should not, hide the facts about the strength of South Africa’s economy and democracy.He listed statistics about budget clarity, strength of the banking and financial systems, press freedom and independence of the judiciary to highlight strengths that were often overlooked.In his master class presentation on nation branding, Tshepiso Malele explained the rationale behind the idea. Every nation was unique and the purpose of nation branding was to distil that uniqueness and communicate it to as wide an audience as possible. The benefit was an enhanced country reputation and greater business and tourism engagement. He affirmed De Kock’s assertion that nation branding was not meant to be propaganda but information based on research and statistics. Ultimately, he said, a positive nation brand should benefit the people and institutions of the country.last_img read more

Daredevil NASA spacecraft snaps asteroid Bennu from crazyclose orbit

first_imgOriginally published June 18, 9:56 a.m. PT.  The spacecraft is designed to reach out to Bennu, snag a sample of surface material and bring it back to Earth in 2023. NASA is currently assessing potential sample sites, a task it has asked the public to help with. Scientists hope to learn more about the formation of the solar system by studying Bennu. Osiris-Rex’s successful orbital space snuggle is a testament to the spacecraft’s capabilities, but it also happens to give us a spectacular view of an awesome asteroid to enjoy. Checking out Bennu Comment This is the view from the closest orbit a spacecraft has ever made around a planetary body.This navigation image of asteroid Bennu was taken shortly after orbital insertion on June 13 from a distance of 0.4 miles (690 m).Image details: https://t.co/8aFYUKK4cW pic.twitter.com/jraAXwRAw1— NASA’s OSIRIS-REx (@OSIRISREx) June 17, 2019 Tags Cosmic dead ringers: 27 super strange-looking space objects Share your voice In the image, you can see a massive boulder sitting toward the bottom of the asteroid. This boulder is about the length of school bus. Osiris-Rex (Origins, Spectral Interpretation, Resource Identification, Security, Regolith Explorer) settled into its new orbit on June 13, breaking its previous record of orbiting 0.8 miles (1.3 kilometers) above the surface.Bennu is classified as a potentially hazardous near-Earth asteroid, though its chances of smacking our planet are slim and distant. 1 Osiris-Rex meets asteroid Bennu for cosmic pickpocketing Osiris-Rex finds water in its first week at asteroid Bennu Enlarge ImageOsiris-Rex snuggled up close to asteroid Bennu. NASA/Goddard/University of Arizona/Lockheed Martin NASA’s Osiris-Rex spacecraft is a beast and a thrill-seeker. It broke its own record for “the closest orbit a spacecraft has ever made around a planetary body” and then it snapped a photo to prove its own audaciousness. The agency shared a breathtaking navigation image on Monday of asteroid Bennu from Osiris-Rex’s new orbital distance of a mere 0.4 miles (690 meters) above the ancient rubble-covered rock.  27 Photos Sci-Tech NASA Spacelast_img read more