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(From Business Day (South Africa))
Byline: Nikolaus Eberl
SA needs transformed soul if 2010 Soccer World Cup is to be best yet WHEN the final whistle is blown on July 11 2010, will the president of the world's largest sports brand, Joseph Blatter, be able to reiterate his summary of the 2006 World Cup, that This was the best World Cup of all time? What happened in Germany during the four weeks to July 9 2006 was a celebration of Brand Germany, with such overwhelming success that the latest Nation Brand index lists Germany as the second-most admired country brand, up from seventh place previously.
Apart from soccer, the 2006 World Cup transformed Brand Germany from the old image effective and efficient, yet cold, unfriendly and, at times, bullying to a new image: fun-loving, welcoming, modern and creative. This did something that no politician had ever achieved it imbued the nation with a sense …