From Humourless to Carefree: Transforming 82 Million in 31 Days" - The 2006 FIFA World Cup changed both the image and the character of brand Germany.

Time Magazine recently titled their edition "Germany revs up" and economists are talking about 'Wirtschaftswunder 2.0' (Second Economic Miracle).

This half-day BrandOvation seminar, presented by internal branding expert, Dr Nikolaus Eberl (author of the bestselling book "BrandOvation: How Germany won the World Cup of Nation Branding" and the sequel "The Hero's Journey: Building a Nation of World Champions", and recently featured on Carte Blanche and CNBC), examines the internal branding program that Germany applied to turn a nation of brand pessismists into a team of brand evangelists - with such overwhelming success that Germany now.

• Holds the second most valuable country brand in the Nation Brand Index (NBI);
• Foreign tourism bookings have increased by nearly one third;
• Unemployment has dropped by 29%;
• Exports grew 14% year-on-year;
• Investors confidence has surged to an all-time high;
• The German soccer team won 12 out of their 14 games since the 2006 FIFA World Cup;
• The German Chancellor, Angela Merkel's, approval ratings are the highest of any German Chancellor ever.

Key points: You will learn about:

• The transformation of Germany's brand image: From ruler to lover
• Turning “collective depression” into the second most valuable nation brand
• The internal branding formula of brand Germany: Competing on Greattitude
• Delivering the 2006 brand promise: Converting citizens to brand ambassadors
• Germany's friendliness campaign: Training 100,000 service champions
• Germany as a tourist destination: Facts and figures on Germany's tourism brand
• Multiplying the reach of the FIFA World Cup: The fan festival phenomenon
• Making the World Cup sustainable: ‘Germany cashing in on Knutmania'
• Lessons for South African business 2010: Converting clients to brand advocates

Key outcomes: You will be able to:

• Identify the drivers of brand loyalty
• Understand the five levels of employee commitment
• Recognise the drivers of emotional brand engagement (EmotiVators)
• Internalise the practice of Touch-Point branding for 2010
• Activate Touch-Point branding for 2010: Converting clients to brand advocates

Venue

Date: 09 December 2008
Location: BrandOvation Campus, Johannesburg
More info: Auckland Park

Contact: Dr Nikolaus Eberl
Company name: BrandOvation
Telephone number: 083 270 6010 / 11
Email address nikolaus@brandovation.com