SYLVESTER CHAUKE... IN HIS DNA

People with passion are inspirational; you feel their energy and they stir up your deepest emotions. They create momentum and excitement. We can’t help but be drawn in and want to learn about them. I had the privilege to interview one of those people.

Sylvester Chauke first came to my attention when I read an article in Men’s Health about how he danced to Beyonce’s “Single Ladies” the entire 3.29 minutes which he followed by a high impact speech at a media conference. Making an entrance (and making an impact) is what Sylvester’s game is, I would learn.

Sylvester made a name for himself while working as Nando’s National Marketing Manager – where he was instrumental in developing innovative strategies that shone a spotlight on the brand and cemented its status as one of the most loved (and cheekiest) brands in South Africa.

Post-Nando’s he directed marketing and communications for MTV Networks Africa. Now Chief Architect of his own marketing consultancy outfit, DNA Brand Architects.

In 2011, his novel thinking and fresh approach was recognised outside of the South African pond when he was selected as a Global Shaper by the World Economic Forum. In 2013 he was the only South African to be part of the WEF Davos Annual Meeting – representing the voice of young people of South Africa.  In 2015, he won SA Premier Business Award’s Young Entrepreneur of the Year. He is a finalist in the Young Business Leader of the Year category at this year’s All Africa Business Leaders Awards (AABLA)

What is a Brand Architect?

A brand architect builds brands by aligning them as best possible to its consumers and users so that they keep engaging, using, buying the particular brand. It’s a mix of art and science that needs to be intricately balanced and managed.

When should one start thinking of hiring the services for a brand architect?

The services of a brand architect are best utilized when the brand needs a review of its position and how it can move forward; for new brands looking to launch or even when products have no names, nor position, nor direction – that’s a perfect time for services of a brand architect.

Sylvester describes the DNA Brand Architects team as unconventional, intelligent and fun.

How does a business go about finding the right people or companies that are able to listen to their needs, execute their needs with the same passion that they have for their product or service?

Ultimately, you have to find people who are passionate about solving problems and are passionate about doing so in a way that pops! It starts with finding people who care and are interested in your brand. Far too many people work on brands that they don’t live, which is a shame!

From Nando’s marketing manager, to director of communication at MTV networks Africa and currently owner of DNA brand architects, how does one know when it’s the right time to leave and move on to other things?

I knew that I was ready when I started seeing it happen in my head. I knew what I would do, with whom, where etc. It also helps that getting here, I had been thinking and working on a plan for a few years prior. Truth is, when you know, you know. The risk still feels real but it feels right!

Reading this book because Sylvester Chauke said it impacted his professional life… Science has never been this sexy

Buyology by Martin Lindstorm is a book that had a great impact on you professionally, what was the impact? 

It reinforces that everything that brands do has an effect that says BUY ME or NOT. It’s a fact that many brands forget.

Comparing where you are now with where you are when you first started, what could you have done differently to get to where you are sooner?

I can think of many things that I would have loved to do but at the same time I think the way things are working out is also pretty rad.

“It has been scientifically proven that a really good outfit is directly proportional to one's productivity.”-Aliza Licht

You were voted GQ magazine’s best dresses in a time where we are advised to have a monotonous wardrobe like Barack Obama, Steven Jobs and Mark Zuckerburg so we can pare down decision making and avoid decision fatigue. Why do you find it important to dress up?

Dressing for the occasion is fun. It showcases your state of mind and frankly, how you perceive yourself. You have to respect yourself enough to want to look the part always.

You are a World Economic Forum Global shaper, SA premier business’ young entrepreneur of the year, MTV networks Africa Best leadership award winner, Voted GQ magazine’s most influence younger man under 30, Men’s health magazine’s 20 most influential men. Like Aliza Lincht of DNKY PR Girl, have you ever thought of writing a mentorship book?

Oh yes, a book is in the mix. I have a lot to say!! A lot goes into what we do and I would like to share that with the world…one of these days!

Aliza Licht’s LEAVE YOUR MARK isn't an advice book--it's a mentorship in 288 pages.

Any final words of wisdom you would like to share?

There are far too many people in marketing who need a serious reawakening. Marketing needs inspiration and a passion that drives the work. There are far too many dull marketers out there… don’t be one of them!!

Follow Sylvester Chauke   on Twitter/Instagram: @sylvesterchauke @DNABrandSA @dnabrandarchitects Facebook: DNA Brand Architects 

www.dnabrand.co.za