African Bank has recently repositioned to “Audacity To Believe”. This is a mantra and brand belief that not only references the brand’s history or heritage, but also sets the tone for future growth. It sets the foundation for transformational strategies and tactics that will enable growth of the brand, strengthen consumer confidence through resonating and relevant communication and product solutions, as well reach the set business targets.
The brand was founded on a need that seems to persist today. When the brand was founded in Apartheid era, black people were financially and socially excluded from economic participation. The founders sought to solve that problem by creating a financial institution that would cater to the needs of the people by providing relevant products that would financially empower those people.
Can a brand leverage the past to build a brand for the future that not only satisfies functional needs, but goes on further to inspire people beyond banking?
Sbusiso Kumalo
Chief Marketing Officer
African Bank
Queen Nnaniki Malesa
CMO
Department of Sport, Arts and Culture
Bridget Ngcobo
Head of Agency, South Africa
Google
Dineo Ranaka
Executive Producer / Create Director
Brains At Work / The Abstract People
