I See You

South Africans typically greet each other with the Zulu word Sawubona--Sawa for short--which translates literally to "I see you." But the greeting has a deeper, transcendent meaning as well which can best be understood thusly: “I recognize not only your physical form but your humanity. On its most molecular level, Sawa is an articulation of solidarity with other human beings, and it helps strengthen a sense of community and belonging. Iconic South African figures such as former President Nelson Mandela and Archbishop Desmond Tutu credit the double entendre with helping sustain freedom fighters during the country’s dark days of apartheid. Building community is also the key to creating the quality content that is central to effective brand marketing strategies. [...]