Absa was the talk of the hour on the Eusebius McKaiser Show as callers complained about the rebranding and how the logo looks similar to Telkom's OpenServe.
The rebranding was labelled as lame, stupid and lacking originality by callers.
There's a certain financial institution doing a branding campaign at the moment and I find it quite patronising, insulting and I just wonder how many people were paid and sitting in boardrooms and came up with this concept. They came up with this word 'Africanology' and they say they invented a new word blah blah blah.— Linda, Caller
I think the word Africanicity is really an insult and they could have done better. This is the worst type of marketing from any brand I have ever seen. It doesn't make sense. It vilifies how Absa can relate to us as Africans generally.— Tshepo, Caller
I'm a designer myself by trade, what I would like to find out and dive deeper into is what was that conversation around the rebrand for Absa, what were their goals and also why did they get to where they got to. It's so close to the Telkom subsidiary everyone is talking about.— Gaven, Caller
Absa's marketing head, David Wingfield, responded and tried to make callers understand their vision.
What's interesting is that people are hung up on a logo and a logo is merely a piece of symbolism.— David Wingfield, Absa Group marketing head
It's new on the market and there will be talks good and bad and I don't expect that everybody was going to love it.— David Wingfield, Absa Group marketing head
@Eusebius wait... hold my drink. Did the dude from ABSA say a logo is a logo. Wow what a new way to model laziness at its behest 😂😂😂— Khutšo (@ramaokakhutsog1) July 19, 2018
Ke sono ka ABSA..imagine spending millions rebranding and then people come and question you and accuse you of copying another brand 😩— Mr Moloi to you! (@chatlas) July 19, 2018
The ABSA logo is boring and lacks artistry. For the Advertising Exec to mention the transition from analogue to digital yet the logo becomes boring, defies logic.— Tony Santana (@TonySantanaZA) July 19, 2018
The term Africanicity may well be a winning word.
Overall it’s poor marketing. @Eusebius
I actually like this campaign to be honest especially when I hear it in Sesotho!— Thebe ntata-Monthei (@SexySESOTHO) July 19, 2018
@Eusebius People forget that Absa is across Africa..and the Rebranding needed to express that and also capture the market from the old Blu barclays look in other countries— Lester vermeulen (@pureecostar) July 19, 2018
Listen to the other comments here...