In a crowded market where people are bombarded with marketing and advertising messages at every turn, where brands are clamouring for attention, what does it take to truly stand out? To create something that resonates with your audience and differentiates your brand. This is precisely what we asked Khensani Nobanda, Nedbank’s Group Executive: Group Marketing…
In a crowded market where people are bombarded with marketing and advertising messages at every turn, where brands are clamouring for attention, what does it take to truly stand out? To create something that resonates with your audience and differentiates your brand.
This is precisely what we asked Khensani Nobanda, Nedbank’s Group Executive: Group Marketing & Corporate Affairs, a treasure trove of insights for anyone keen to navigate the complex waters of brand building, marketing and creativity.
Creativity as the Growth Engine
Khensani emphasises the value of creativity in propelling brands forward. From her perspective, awards aren’t just trophies they’re a testament to a brand’s commitment to excellence, innovation, and, importantly, its ability to inspire teams.
“I think transformation for me, in marketing and advertising, is in two ways. The first one is in representation in the campaigns themselves… So one thing about brands is our role in society is to showcase the type of society that we want to see,” she reflects, highlighting the power of creativity in business growth and shaping societal narratives.
Heartbeat of Differentiation
At its core, this episode underscores differentiation as the lifeblood of brands in crowded markets. In a world where products often blur into sameness, Khensani articulates a compelling narrative on how brands can stand out by embodying unique values and visions. This differentiation transcends what we see on the surface; it stems from a brand’s ethos — how the brand interacts with its audience, the experience it offers, and the societal roles it chooses to embrace.
The Bold and the Brave
In a compelling narrative, Nobanda invites us into the world of brand campaigns that dare to tread uncharted waters. Through examples like the impactful Secrets campaign by Nedbank, she illustrates the power of bravery in marketing – the kind that challenges societal norms and engages consumers on a profound level.
Take The First Step
Listen to this episode of The Lead Creative for an immersive journey into the world of creative brand building, differentiation, and the undying value of creativity in carving a unique space for your brand in the hearts and minds of your audience.
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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.
