[LISTEN] Absa customers not feeling the Africanicity and logo rebranding

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

MUST READ: Warning issues over new Absa logo scam

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

Listen to the other comments here...


Recommended

by NEWSROOM AI
Read More
Warning issued over new Absa logo scam

Warning issued over new Absa logo scam

Cyber criminals are using Absa's new logo as the basis of a new phising scam, here's what to look out for.

[WATCH] Drones light up Jozi skyline and a standing ovation from Simon Cowell

[WATCH] Drones light up Jozi skyline and a standing ovation from Simon Cowell

A girl mourns a chicken and Absa lights up the sky in their rebranding strategy with drones.

What does Absa and Black Panther have in common?

What does Absa and Black Panther have in common?

Africanacity! That’s what. Or so it wants us to believe. Bruce Whitfield interviews Gibs marketing expert Professor Nicola Kleyn.

Absa launches new look, tones down the colour red

Absa launches new look, tones down the colour red

Absa Group marketing head David Wingfield says the transitioning process it has embarked on is expected to be complete by 2020.

Absa is changing its look from red to… pink?!  And orange?!

Absa is changing its look from red to… pink?! And orange?!

Business Insider’s Phillip de Wet has a wild theory: Absa ditching its red, and adding flaming orange and candy pink.

Popular articles
'Ramaphosa wants to find ways to force pension fund managers to invest in SOEs'

'Ramaphosa wants to find ways to force pension fund managers to invest in SOEs'

Daily Maverick associate editor at Scorpio Sikonathi Mantshantsha takes a look at the week's financial news.

[WATCH] Here's the purported ANC letter Maimane revealed during Ramaphosa's Q&A

[WATCH] Here's the purported ANC letter Maimane revealed during Ramaphosa's Q&A

The 2014 letter on an ANC letterhead signed by then TG Zweli Mkhize thanks Bosasa's Gavin Watson for a 3 million party donation.

Blueberry production – and employment - skyrockets to all-time high

Blueberry production – and employment - skyrockets to all-time high

In 2014, 1000 people had blueberry jobs. By 2023 it could be 26 000. Bruce Whitfield interviews the industry's Sean Tager.

[WATCH] Man records every treadmill run over 8 months... and shows weight loss

[WATCH] Man records every treadmill run over 8 months... and shows weight loss

Khabazela shares tweets and Facebook posts that have gone viral.

Standard Bank says comedy of errors with bond applicant 'a once off'

Standard Bank says comedy of errors with bond applicant 'a once off'

Only when consumer journalist Wendy Knowler chased Standard Bank did they admit wrongdoing that cost a client R41 000.

SA’s richest woman opens up about being a refugee and becoming a billionaire

SA’s richest woman opens up about being a refugee and becoming a billionaire

Magda Wierzycka – Sygnia’s renegade CEO – on her attitude toward money (hopes and fears, successes and failures, etc.).

Former EFF MP: 'I didn't know where the money came from until it was leaked'

Former EFF MP: 'I didn't know where the money came from until it was leaked'

EFF member Tebogo Mokwele and Small Business Development Minister Khumbudzo Ntshavheni respond to leaked CR17 bank statements.

[WATCH] Father and daughter dance-off changes tune when she starts twerking

[WATCH] Father and daughter dance-off changes tune when she starts twerking

Khabazela shares tweets and Facebook posts that have gone viral.