At a time when there is an increased call for local brands to speak to local consumers in a cultural language to which they can relate, Absa has embarked on a huge rebrand to mark its move away from Barclays Plc and establish itself as an independent African organisation, with global scalability. Barclays’ exit provided the Absa Group with the ideal opportunity to rebuild and rebrand from an African perspective. Its new strategy – encompassed in a new business purpose, “Bringing your possibility to life” – aims to align with its home-grown origins. The bank revealed its new corporate identity in an African first, via a live Intel drone light show in the Johannesburg skyline. Absa group marketing head David Wingfield says this refreshed expression of the brand represents Absa as an “entrepreneurial, digitally led bank with a deep knowledge of African markets and global scalability”. The bank’s African identity is best expressed by the expression “africanicity”, a bespoke term created...

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