What does Absa and Black Panther have in common?

It certainly fits with the contemporary view of the importance of the Continent, of building African identity… it’s going to be interesting to see if they tie in with Black Panther, or something like that.

Professor Nicola Kleyn, Gordon Institute of Business Science

After weeks of suspense, and wild speculation (pink!? orange!?), Absa has unveiled its new logo and tagline “"Bringing possibility to life".

The banks says it wants to emphasise its Africanness.

It changed its official name earlier this year from Barclays Africa to Absa.

Absa now trades on the Johannesburg Stock Exchange as ABG Absa Group Limited.

The Money Show’s Bruce Whitfield interviewed Gordon Institute of Business Science marketing expert Professor Nicola Kleyn.

Listen to the interview in the audio below (and/or scroll down for more quotes from it).

I was not surprised that they stuck with red… a little more user-friendly, and contemporary… a message that says we focus on an African identity…

Professor Nicola Kleyn, Gordon Institute of Business Science

They had to legally change the trademark… I don’t think we can disentangle this… from the restructuring of the business…

Professor Nicola Kleyn, Gordon Institute of Business Science

Normally… we don’t care about a brand’s palette…

Professor Nicola Kleyn, Gordon Institute of Business Science

The Absa brand is rich in heritage… including the infamous Volkskas… it’s the end of an era… is it going to make a difference, not here in South Africa, but across their other markets…

Professor Nicola Kleyn, Gordon Institute of Business Science

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This article first appeared on 702 : What does Absa and Black Panther have in common?


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