The repositioning is in line with the organisation's stated commitment of being a valued, trusted and interlocked partner with its customers and stakeholders.

It is also in line with staying true to the organisation's long-time promise of being a bank "for the people, by the people and serving the people".

African Bank chief marketing officer Sbusiso Kumalo says that the word 'audacious' finds its origin in the approach of its key founders — entrepreneurs and business leaders Dr. Sam Motsuenyane and Dr. Richard Maponya.

According to the organisation, it has experienced its share of challenges over the years, but it has always remained true to:
  • its ethos of being accessible
  • serving the needs of people
  • believing in the individuals who have the power to change, and
  • working towards a brighter future.
Kumalo says, "Without audacity, there would be no African Bank and our call to our customers both in the business and consumer side is to be relentless and to go after what they believe in, knowing they have a bank that supports and always believes in them."

Kumalo adds, "In this new and highly competitive banking paradigm, the brand believes that confident and tenacious philosophy will set us apart from our competitors and establish us as a first-choice financial services institution."

"A brand repositioning is one thing, but this is only just the beginning. The bank will amplify its digital capability and establish a business banking division that is aimed at assisting and uplifting the underserviced small and medium-sized enterprise sector," adds Kumalo.

African Bank's repositioning is articulated in a new television commercial featuring Riky Rick, who is a South African rapper, actor and entrepreneur.

The commercial makes the point that the celebration of life lies not only in big milestones but also in the everyday commitment to simply show up. It also demonstrates how ordinary people can become everyday heroes.

The commercial was conceptualised by Black River FC agency.

Chief creative officer Bogosi Motshegwa says, "The repositioning gives the brand a distinct advantage that no other competitor can replicate nor compete with. It is not a point of view inspired by a trend or the zeitgeist as is usually the case in advertising. For the first time, it feels right and appropriate to use the term 'authentic' when referring to a brand campaign or story."

African Bank's refreshed brand positioning will be implemented across all facets of the business, including its wide branch network across the country.

For more information, visit www.AfricanBank.co.za. You can follow African Bank on Facebook, Twitter or on Instagram.