Yvonne Johnston

This guest interview was compiled by Karen Lotter.

Izimvo is honoured to introduce the woman who branded South Africa: Yvonne Johnston.

For almost seven years Yvonne was CEO of The International Marketing Council (IMC ). During this time, Yvonne and her team developed the well known “Alive With Possibility” television campaign which is regarded as one of the finest and most memorable celebrations of the South African brand.

Yyonne now runs her own marketing consultancy business whose clients include Vodacom, Provincial Tourism Authorities, Financial Mail, GIBS Business School, and Cape Town Tourism.

Website: http://www.yvonnejohnston.co.za
Blog: http://www.yvonnejohnstonsblog.co.za
Twitter: http://twitter.com/yvonnejohnston
Location: Johannesburg

Personal

Q: The all important personal profile. How would a close friend introduce you at a social event? I.e. Name, age, company, interesting fact etc.

A: Please welcome Yvonne Johnston, 51 years old, Marketer-at-Large, well known communication strategist, ardent patriot, chef extroadinaire, wine connoisseur and loyal and faithful friend. Creative in everything she does, her latest venture is to develop a curtain décor and beaded chandelier business, just to keep her busy between midnight and 2 a.m.

Q: Tell us something that not many others know about you. This could be anything from a phobia to your favorite movie.

A: I am terrified of heights – can’t even stand on a chair to change a light bulb, but have always believed that you hire people to do the things you aren’t good at! So I hire bulb changers, gardeners, car mechanics, painters and admin clerks.

Q: What do you enjoy doing when you want to get away from it all?

A: Reading. I always have several books on the go at the same time, usually a novel, a business book and a self improvement or spiritual book. I love to do things that are peaceful – fishing, gentle canoeing ( I am not very sporty) puzzles, beading, playing Bridge and Backgammon. Always busy!

Q: How would you describe your dream home and where in South African would you like it to be?

A: I think I live in my dream home or should I say homes. I have a truly African house that resembles a game lodge in Johannesburg. A simple house filled with beautiful pieces from Morocco, Kenya, Ghana, Namibia. And then I have a peaceful retreat overlooking a dam and the Magaliesberg mountains at Hartebeespoort Dam. I don’t think I wish for anything else really.

This question was proudly sponsored by Private Property

Q: What book//books are on your bedside table right now?

A: Deon Meyer: Dead at Daybreak, Martha Beck: Steering by Starlight and Vijay Mahajan: Africa Rising

Branding South Africa

Q: Your background is Marketing and Communications, but you put Brand South Africa on the Map with the Alive with Possibility Campaign. Can you tell us briefly how you went about developing that campaign.

A: With lots of help! Unilever provided the branding methodology and some resources. Then we interviewed 25000 people – tourists, investors and every sector of SA society. We developed general themes which were then researched and distilled into the three magic words “Alive With Possibility”

Then we developed Domestic and International Strategies to align and hopefully inspire South Africans, and to change International perceptions.

We also developed all of the channels and tools – the official web site, booklets filled with great SA facts etc

Q: You’re not with Brand South Africa (International Marketing Council) anymore so we have to ask you – can you diski dance? Do you have a flag, a vuvuzela and a football short and do you know the words to the National Anthem?

A: I can’t diski dance – think you have to play soccer to be able to do that! I do have a flag and a vuvuzela, football kit and OF COURSE I know the words of the national anthem. I have known them for nearly 16 years.

Life in South Africa

Q: Have you or any of your immediate family been affected by crime? If yes, has it changed your perception of the country and the way you and your family live your lives?

A: We have not, apart for minor opportunistic events. And if I was, I hope that it would not make me question my patriotism.

It is about the behaviour of a few individuals, now whole swathes of society. I truly believe that if we engage more with our communities and are more welcoming, entrench good values, then crime will become a thing of the past. High walls don’t stop anything!

Q: Have you ever considered emigration? If yes, where do you think you would emigrate to?

A: I could live anywhere, but would not choose to live outside of Africa. I do however, love France and would love to have a French retreat.

Q: Is there one factor or element that you think can unite South Africans and why?

A: A common goal, a common vision, a common enemy. If we were all fighting for the same thing, we would be invincible.

Q: If you had the opportunity to sit down with President Zuma, what advice would you offer him?

A: 1. Demonstrate leadership through your behaviour PLEASE!

2. Be aware that every time you open your mouth you either build or destroy the image of the country.

3. Provide the people with a compelling, stretching, vision that they can support, buy into and that would unite them in one direction.

Q: To which three attractions would you first take an international visitor?

A: 1. The top of Table Mountain

2. The Apartheid Museum

3. Sabi Sabi

4. The Constitutional Court

5. Origins Museum

Q: South Africa’s greatest export is?

A: South Africans who do their country proud by being best of breed.

Q: South African Music – favourite group/s; vocalists.

A: Freshly Ground.

Q: Do you buy South African Art and Crafts? Who?

A: Lots! Various. I have some amazing John Sithole carved fish, beautiful Venda pots…my favourite artist is Daniel Novela who paints exquisite landscapes with great African skies.

Life in Johannesburg

Q: What are favorite venues for a great night out?

A: I am a foodie, so they are all restaurants – mostly I like simple with good food: Auberge Michel, The Grill House, Bellinis, Giovannis, Signature, Cucina Di Ciro, etc!

Q: What do you most enjoy about living in Johannesburg?

A: The people, the access to entertainment, the energy, the hospitality, the integration, the diversity, the modern ness (is there such a word?) The innovation and desire to win.

Q: Who makes the best breakfast in Johannesburg?

A: The Saxon and the Grace…oh, and Tashas

Q: Favorite restaurant for a lazy Sunday afternoon lunch?

A: My place at the dam…can’t beat it. Best Sunday lunch in town.

Tech-Stuff

Q: How tech-savvy are you?

A: 6/10

Q: Mobile phone?

A: Blackberry – addict!

Q: Do you Tweet from your phone?

A: Occasionally – find the whole thing quite boring.

Q: Is a social life more important to you than social media?

A: Oh God yes! But I do love connecting with friends on Facebook. Keeps us all in touch.

General

Q: What are the luxury items that are accompanying you on your trip and what do you think you are going to miss the most?

A: My phone, laptop, kindle, perfume and sexy underwear!

Miss? The radio news.

Q: How do you keep yourself motivated after a tough day?

A: I know that all things pass – good and bad, and I generally look on the bright side of life. I am normally a very motivated and energetic and happy person.

Q: One book that you would make required reading for all matric pupils?

A: In a Different Time: Peter Harris

Long Walk to Freedom

Q: Favorite South African brand?

A: Madiba.

Q: Who would you most like to read about on Izimvo and what would you like to ask them?

A: Albie Sachs – I would love him to tell me the story of the Constitutional Court so that I can record it for posterity.

We’d like to thank Yvonne for taking the time to answer our questions and wish her every success for the future.

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