Marketing is not about persuasion. It is about perception. This was the core message from Mr Neville Matjie, CEO of Brand South Africa and alumnus of the North-West University (NWU), during a guest lecture held for marketing students in an effort to give back to the university. The session was hosted by the Career Services and Alumni Relations department in collaboration with the School of Marketing.
Matjie engaged the participants virtually about the real-world dimensions of their field. He introduced attendees to strategic elements of marketing, investment promotion and nation branding in South Africa.
“Marketing is not the art of finding clever ways to dispose of what you make,” said Matjie. “It is the art of creating genuine customer value. Everything we do in marketing must focus on understanding and meeting customers’ needs.”
The lecture also focused on South Africa’s investment promotion strategies. Matjie outlined key processes involved in investment generation, including country targeting, scoping, opportunity identification and aftercare. He noted that aftercare plays a central role in retaining businesses and driving expansion.
“We do not just stop at attracting investors,” he said. “We must maintain those relationships to ensure long-term growth and sustainability.”
Attendees learned about sector-specific investment opportunities in tourism, energy and manufacturing, and how these are packaged to attract global investors. Matjie detailed how government support and regulatory frameworks influence investment attraction and outlined the importance of collaboration across sectors.
“The value proposition of South Africa lies in its location, the cost of doing business, and its people. Marketing these advantages requires structured messaging and consistent servicing,” Matjie explained.
He also addressed special economic zones, discussing branding, customer relationship management and infrastructure challenges. He emphasised that digital marketing and data use are essential in promoting these zones and attracting suitable investors.
Speaking on South Africa’s national brand, Matjie discussed the agency’s strategy to position the country as a credible, competitive and trusted investment destination.
“Brand South Africa’s mandate includes building confidence in the nation brand and addressing key issues that impact perception,” said Matjie. “Our reputation is a national asset, and managing it is a shared responsibility.”
Matjie closed the lecture by reinforcing the global importance of perception in nation branding and the role of marketing in shaping economic futures.
Mr Neville Matjie, CEO of Brand South Africa, delivering a guest lecture at the North-West University on marketing and investment promotion
