The Pat on Brands Dialogues, brought to you by African Bank, occurred on September 28, 2023, and captured the interest of both up-and-coming and experienced marketers and entrepreneurs. The focal point of the event was the importance of storytelling in informing, educating, and building connections among attendees, all while celebrating the rich and diverse heritage of South Africa.
The Dialogues began with a captivating performance by Bonga Siyoko, a praise singer, cultural activist, and African heritage custodian. Bonga emphasized the importance of South Africans acknowledging their past while embracing the future.
Nompumelelo Satsha, our Master of Ceremony, set the tone for the evening and ensured the Dialogues’ smooth flow.
The Dialogues featured prominent South African storytellers: Sbusiso Kumalo (CMO: African Bank), Giulia Iorio-Ndlovu (CMO: PepsiCo SA Snacks), and Zayd Abrahams (CMO: Tiger Brands). They shared valuable insights on leading heritage brands and offered advice for marketers.
4 Key Lessons Derived from the Dialogues
1. Focus on one thing and excel at it:
To create sustainable change, brands must focus on a single goal. This concentration allows them to give their full attention to the task at hand, avoid mistakes, and produce higher-quality work.
2. Embrace Change:
Heritage brands must adapt to changing consumer needs to maintain relevance and brand equity. Staying true to core values while evolving to meet evolving consumer tastes is crucial for sustained success.
3. Nurture human connection and tap into provenance:
Brands should empathize with consumers and understand their feelings. Heritage brands, rooted in rich history, offer unique perspectives on the present, fostering a deeper connection with their audience..
4. Storytelling:
Storytelling is essential for building connections with consumers. Brands should tell stories that evoke emotions and resonate with their target audience. Such storytelling can strengthen the emotional bond with consumers, leading to increased loyalty and trust.
