Nedbank officially launched its new brand repositioning during the first day of the world’s largest design festival; the 2017 Design Indaba. The bank’s new tagline challenges clients and society to ‘see money differently.’
As the sponsor of Design Indaba for three years, Nedbank used the platform to drive the point home by identifying, sponsoring and challenging 40 emerging creatives to see money differently and use their ingenuity to try and solve prevalent socio-economic challenges. The winning concept by Titus Khoza received R100 000 funding towards making a positive impact in the country.
“This is not just a marketing initiative but a reflection of the continuing business evolution at Nedbank. It seeks to ensure that our clients experience our brand in line with our brand promise. We live in a volatile and unprecedented socio-economic environment. This is the time for us to intensify our commitment and improve the tangible that is built on our expertise of enabling clients to navigate challenges and meet their goals.
The public will connect more with the bank’s tagline when they see the television commercial debuting on 05 March where the bank takes the viewer through a provocative storyline that sees money moving through different hands to demonstrate that it has no will of its own. It is the owner who decides what to do with the money. In the right hands and when well-managed, money has the infinite capacity to do good.
The new positioning is built on Nedbank’s purpose: to use financial expertise to enable individuals, families, businesses and society to do good.
According to Sibeko, the bank’s new positioning is informed by almost two years of research and client engagement that revealed that people want to work with purpose driven institutions they can trust. They want a professional financial partner that balances their expertise with a genuine commitment to do good.
The public will see a number of changes in the next few months as the bank evolves its corporate identity, advertising and communication campaigns, as well as its products, services and channels. All these changes are designed to inspire clients and society to see money differently and partner with the bank to achieve their goals.