The latest edition of the Pat on Brands Dialogues made possible byTelkom, held on 30 September 2025 at Workshop 17 in Sandton, was a resounding success, drawing a full-capacity audience of marketers, entrepreneurs, and brand enthusiasts. The evening’s theme, “The Evolution of Heritage Brands,” brought together leaders of some of South Africa’s most iconic brands to share stories of resilience, reinvention, innovation, and collaboration.
The Dialogue featured powerful storytelling from Gugu Mthembu (Telkom), Elizabeth Mokwena (Unilever South Africa), and Sbusiso Kumalo (African Bank) – each taking the audience through the rich history of their brands and how they remain relevant in today’s ever-changing landscape.
Telkom’s legacy of connecting South Africans
Gugu Mthembu reminded the audience that Telkom was the oldest brand in the room, with a legacy spanning over two centuries – starting out as a postal services company before evolving into landlines, and now into mobile and fibre. She emphasized that while Telkom is a heritage brand, it maintains the mindset of a challenger brand, always evolving to stay relevant.
“Telkom may be a heritage brand, but we’ve always had the mindset of a challenger. From postal services to landlines, to mobile and fibre, our story has always been about connecting South Africans to one another and to the world. Today, through Openserve, we are the biggest operator on the continent landing undersea cables, and our purpose remains clear – to enable human progress through connectivity.”
She also unpacked Telkom’s recent rebrand, explaining that it was necessary to refresh the brand identity as the previous positioning had grown stale.
Diversification and Innovation is key for Heritage Brands
Elizabeth Mokwena highlighted the importance of diversification and innovation to ensure that heritage brands remain relevant in diverse markets.
“Heritage doesn’t mean standing still. It means constantly finding new ways to serve people. Sunlight, for example, now has over 100 SKUs, because we understand that families have different needs — and we must evolve to meet them.”
Sbusiso Kumalo inspired the audience with the story of African Bank, founded with just R70, and emphasized the resilience of its founders and its journey of transformation.
“African Bank’s story is one of resilience. From our humble beginnings with only R70, we’ve had to adapt, rebuild, and innovate to survive. That’s the story of every true heritage brand – the ability to rise again and again in the face of change.”
Beyond history and innovation, all three storytellers highlighted the need for collaboration and for established brands to uplift emerging brands.
“Heritage brands must not only look inward but also extend a hand to new and emerging brands. The future of branding in South Africa depends on collaboration – established brands inspiring, partnering with, and opening doors for the next generation,” the storyetellers agreed.
The Pat on Brands Dialogues continue to serve as a unique platform that celebrates South Africa’s brand heritage while sparking conversations about the future. With the overwhelming success of this edition, it is clear that there is a growing appetite for spaces that bring together brand leaders, marketers, and entrepreneurs to learn, connect, and inspire.
A special acknowledgment goes to Telkom for making this impactful Dialogue possible.
