In this episode of The Lead Creative, Khensani Nobanda, Group Executive for Group Marketing and Corporate Affairs at Nedbank Group, unravels the intricacies of brand building, creativity, and essential differentiation in today’s competitive markets. Her insights offer a treasure trove of wisdom for businesses and brands aiming to leave a lasting impact. Partnering for Impact…
In this episode of The Lead Creative, Khensani Nobanda, Group Executive for Group Marketing and Corporate Affairs at Nedbank Group, unravels the intricacies of brand building, creativity, and essential differentiation in today’s competitive markets. Her insights offer a treasure trove of wisdom for businesses and brands aiming to leave a lasting impact.
Partnering for Impact
The symbiosis between agencies and clients is pivotal, according to Khensani. This partnership is not just transactional but deeply collaborative, with both parties invested in the brand’s success. Through this lens, she discusses how agencies equipped with a winning streak and a knack for creativity are instrumental in differentiating brands in crowded markets.
A Holistic Brand Experience
Delving deeper, Khensani shares her philosophy on the interconnection between the employee experience, brand experience, and customer experience. Each facet is intertwined, reinforcing the idea that a brand’s essence is not solely its external messaging but the lived experiences of those who interact with it at every level. This comprehensive approach ensures that the brand’s values are communicated and felt, fostering loyalty and trust.
Driving Transformation and Inclusivity
Khensani is vocal about the role brands play in societal transformation, especially in ensuring inclusivity and diversity in advertising. By championing work with 100% black-owned agencies, she underscores the importance of representation and the active role brands must take in dismantling stereotypes and fostering a more inclusive society.
Key takeaways:
- Marketing and creative awards are valuable in showcasing agency capabilities.
- A strong brand narrative and alignment are crucial for differentiation in a crowded market.
- The employee experience and customer experience should be aligned with the brand narrative to drive business results.
- Transformation in advertising and marketing involves both representation in campaigns and the industry itself.
- Brands have a responsibility to showcase the type of society we want to build.
- Inclusive representation in advertising is important.
- Transformation requires sustained commitment and active allocation of budgets to black-owned agencies.
- Differentiation in branding is achieved through a unique brand essence and a consistent ecosystem that reflects that essence.
- AI can be effectively used in advertising and marketing in the African context by feeding it with relevant data and optimising its output.
- Marketers should strive to be proud of at least 60% of their work and avoid settling for average work.
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.
