Nedbank’s new brand positioning has been two years in the making and, says Thulani Sibeko, managing executive — group marketing, communications & corporate affairs, it seeks to find a new niche where the group is seen not only as a "money expert" but also as "doing good with money". To that end, the advertising payoff line has changed from "Make things happen" to "See money differently". The bank spent much research time not only reappraising South Africans’ complex relationship with money, but also determining where the bank could position itself to resonate now and well into the future. Sibeko says: "There was an element of risk in as much as our business and customer base is growing, so it was a question of what to keep and what to jettison." A comprehensive perception audit found though banks are dealing with money all the time, none was positioned around the concept of money, its uses and benefits and how it could change lives. Part of that insight is also that there is a growi...

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