A column I wrote prior to President Zuma taking the highest office caused a major uproar in an editorial boardroom of a major business publication. The column was designed to inspire all to look at Msholozi’s brand critically and learn from his ability to conquer in the face of adversity and connect to his followers. Nearly two years later I DO NOT regret writing that piece. On a separate occasion just after he became President, I wrote an open letter in the same paper congratulating him for his triumphant win. In that letter, I made a plea to the great man to accept the burden of the very people who remained by his side during his darkest hours. In the same spirit as I wrote those previous articles, I can’t help but to hear the 65year old American Idol hopeful who this year became an overnight sensation when he stepped in front of the Idol judges and sang his self-titled ‘Pants on the Ground’. The retired lieutenant knew he didn’t have a chance due to his age, but he felt he needed to share a message. His message was that young people who wear their pants low are a disgrace and in his words- “Look like a fool, with your pants on the ground”. The Brand Zuma has been tarnished and while I believe his loyal followers and many reluctant ones will accept his apology; every time he gets caught with his pants down, he not only looks like a fool, he makes South Africa look like one as well. His Personal Brand is directly linked to Brand South Africa’s success. Former President Nelson Mandela’s brand was and is so well regarded that globally people are inspired to invest, participate in philanthropic activity and some visit just to set foot in the same Country as the icon. Therefore the Brand Zuma has major implications to SA’s Gross Domestic Product (GDP). Due to Zuma’s cultural significance, he serves two very distinct roles- Head of State and Father to the nation. Unlike Heads of State in most regions of the world, Zuma’s Father role gifts him a greater responsibility in that the masses refer to him in their ‘Identity Mirror’. In developing self-worth, the brain looks to its greatest stakeholders (mothers, fathers, elders) for ‘an example’ and then ascribes a price or a value to itself and ultimately the worth of one’s identity is developed. When Zuma is caught with his Pants on the Ground, many of his less fortunate constituents find their identity somewhere near the ground and South Africa is left trying to find a belt appropriate enough to keep its hopes up. We will all need to join in and help hold his pants up to rebuild brand South Africa. To continue this and other conversations, follow me at twitter.com/timothymaurice or visit my website at www.timothymaruice.com