When established brands lose relevance, regaining it can be daunting, and many never recover. In this insightful podcast conversation, Nontokozo Madonsela, Group CMO of Momentum Metropolitan Holdings, shares how her team tackled this challenge head-on. They revitalised the brand’s relevance through strategic boldness, collaboration, and a commitment to creativity.
Madonsela emphasises the importance of clearly understanding the business’s needs and the value marketing can bring. “Marketing must understand what the business needs,” she asserts, highlighting the necessity for marketing to align closely with the overall business strategy. This alignment requires bold actions and a deep dive into the company’s DNA to identify and embrace what sets it apart. For Momentum, this meant embracing their history of maverick energy, which has been part of their culture since the company’s inception.
One of the key strategies in rebuilding relevance was creating an environment of psychological safety within the team. Madonsela explains, “Creating an environment of psychological safety allows for innovation and bravery.” This safe space encouraged team members to take risks and push creative boundaries without fearing failure, fostering a culture of continuous innovation.
Another critical aspect was the collaboration with agency partners. Madonsela stresses the importance of inclusive agency involvement, ensuring all partners understand the broader business context and contribute effectively to the brand’s goals. This holistic approach helped Momentum Metropolitan Holdings to thrive in a competitive market.
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.