"The slogan is a good descriptor for the country's past as well as its future," he told Bizcommunity.com. "It talks to SA's historical reputation as a symbol of change and transformation - and it incorporates a call to action which will hold us accountable going forward.
"The words also position Brand South Africa so that positive intervention is required to continue finding innovative solutions, drive change and improve lives - which is in line with the BCSA manifesto."
BCSA manifesto
The BSCA manifesto states that "...branding, correctly applied, contributes distinctive, sustainable, long-term, economic and social value to our nation". According to McCoy, this statement demonstrates the role and responsibility of a brand at a social, cultural and economic level.
"Brand SA now has a new slogan which hopefully will drive action and behaviours towards positive change, which is in the national interest," he adds.
When asked, after comments by Biz readers, if it were really necessary to change the old slogan "Alive with possibility", which was implemented towards the end of 2002 and then evolved into the "South Africa: it's possible" campaign in the run up to the 2010 FIFA World Cup, McCoy told Bizcommunity: "'Alive with possibility' was a good slogan and proposition and was positively open-ended and very open to interpretation.
"Proposition evolves with time"
"As with many brands, this proposition evolves with time and the need to remain relevant in the market. 'Inspiring new ways' does seem to capture that which is positive about our past, but also eludes to a need to drive continuous change and progress into the future - an essential ingredient to the SA landscape."
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