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

19 July 2018 12:24 PM
Tags:
Absa
Absa identity change
africanicity
absa goes orange

Callers on the open line debate the Absa new logo and Absa's group marketing defends the 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...


19 July 2018 12:24 PM
Tags:
Absa
Absa identity change
africanicity
absa goes orange

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