Old Mutual repositions its brand and readies for growth

Old Mutual repositions its brand and readies for growth
Published: 21 August 2018 (1845 Views)
Following its primary listing on the Johannesburg Stock Exchange (JSE), and secondary relisting on the Zimbabwe Stock Exchange in June 2018, Old Mutual has unveiled a vibrant new brand identity, to reflect its fresh customer-led approach and stronger focus on Africa. The company's new visual personality draws on the optimism, vibrancy and seize-the-day spirit of the continent, reinforcing the message of 'Made in Africa for Africans'.

Speaking on the eve of the #TheTimeIsNow campaign launch, Mr. Jonas Mushosho,
Old Mutual Zimbabwe Group CEO and Rest of Africa CEO, says that the new brand repositioning represents much more than a brand refresh.

"As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective Pan-African leader with a distinctive customer value proposition," he says. "With that came the need to review, reposition and reinvigorate our brand.

"We have re-imagined and strengthened our role and relevance in our customers' lives. Increasingly, customers tell us that what they need from their financial services provider is closer involvement and understanding, and practical, hands-on support. In short, we will be cutting through the intimidating clutter of the financial sector, and serve more as coaches or partners, providing tools and motivation, helping them take the small steps that lead to great things.

"This is why our brand identity has been given new vibrant refresh: to express our revved-up purpose to equip and guide our customers to become financially fit and be their absolute and exceptional best."

Mushosho adds that Old Mutual is proud to be one of Africa's most reputable, recognisable and reliable financial services brands. Over the 173 years of its existence, Old Mutual has gained vast experience and demonstrated resilience and foresight in adapting to meet the evolving needs of customers and markets. Now, with operations in 13 countries in Africa, the company is ready to seize the opportunities for growth in the African financial services market.

Thobile Tshabalala, Old Mutual's Head of Brand, describes the repositioning of the brand as "a brave tightrope balancing act". Importantly, the brand evolution cannot be seen as an event, but rather a progressive build on Old Mutual's customer centric approach. The group has just launched the Old Mutual Rewards programme in South Africa, and will be rolling out many other innovative solutions and initiatives over time, to realise its vision.
 
She explains: "Old Mutual's brand evolution has been carefully managed since its founding in 1845, and it's been critical to keep the key associations and core brand values integral to the #TheTimeIsNow advertising and marketing campaign.

"This means that on the one hand, we had to ensure continuity, and on the other, we had to show how the company is generating a pulsating new energy. One of our main aims is to win over a new generation of customers whose needs, preferences and expectations are being shaped by a creative youth culture and access to ever more sophisticated technology.

"The company will retain its iconic anchors logo and its primary shades of green, but several energetic secondary colours - think pink, orange and sunshine yellow - signify a dramatic break with the past and bring the new brand personality to life. Our visuals incorporate many traditional patterns, illustrating the richness of our African culture."

The images used at various touchpoints, including TV, print and outdoor, speak of hope and optimism, liberation and a warm sense of community, reflecting Old Mutual's responsibility to its communities and its responsible investment in inclusive economic growth that benefits everyone.

"We are excited to be part of the (r)evolution of this great brand. To build relevance and affinity with people across Africa, we worked with our client, as well as our partner agencies across the continent, to create the communication campaign. Our strategic partnership with Old Mutual helped us get to a strong insight and a bold, simple proposition. 'The Time Is Now' is a call to action and a rallying cry. Our campaign is motivational, inspirational, vibrant and dynamic," says Jonathan Beggs, Executive Creative Director of Publicis Communications.  

Mushosho concludes: "The time is now to realise the potential of our customers and the markets we serve. We firmly believe that the secret to getting ahead is starting with the small steps. Wherever you're at, being exceptional starts right NOW. There's so much power in flinging procrastination aside and taking immediate charge of your finances to build a great life."

- Agencies

 0

You May Like These Videos

Comments

There are no comments.

Latest stories

Mangudya walks out of meeting with Mthuli Ncube

by Staff reporter | 15 February 2019 | 169 Views

BREAKING: Prof. Calistus Ndlovu declared National Hero

by Mandla Ndlovu | 15 February 2019 | 93 Views

Mnangagwa attends Zimbabwe International Research Symposium

by Staff reporter | 15 February 2019 | 97 Views

Mines tragedy declared national disaster

by Staff reporter | 15 February 2019 | 112 Views

Zimbabwe now facing condom crisis

by Staff reporter | 15 February 2019 | 124 Views

Zimbabwe looks to tackle telecom fraud with technology

by Agencies | 15 February 2019 | 77 Views

Joshua Nkomo was a dictator?

by Mandla Ndlovu | 15 February 2019 | 104 Views

Re-colonising Zimbabwe will not work

by Gift Mashoko | 15 February 2019 | 75 Views

Chamisa saddened by Battlefields mine tragedy

by ZimLive | 15 February 2019 | 89 Views

Tsvangirai was duped by Mnangagwa

by Staff reporter | 15 February 2019 | 113 Views

2 300 ZUPCO buses offered to Zimbabwe

by Mandla Ndlovu | 15 February 2019 | 102 Views

Zanu-PF a sanctuary for thieves

by AT Kadada | 15 February 2019 | 87 Views

The Mnangagwa regime

by Louisa Brooke-Holland | 15 February 2019 | 124 Views

Banks plunge into fresh crisis

by Staff reporter | 15 February 2019 | 111 Views

Ex-MDC MP faces jail over bank loan

by Staff reporter | 15 February 2019 | 93 Views

Human Rights petitions AU over Zimbabwe

by Staff reporter | 15 February 2019 | 81 Views

'Is Mnangagwa's govt pro-poor or Queen B?'

by Staff reporter | 15 February 2019 | 97 Views

Jilted man demands sex or $1 000

by Staff reporter | 15 February 2019 | 85 Views

Number plates shortage: Cops harass motorists

by Staff reporter | 15 February 2019 | 90 Views

Calls for Zimbabwe to join Rand Monetary Union grow

by Staff reporter | 15 February 2019 | 75 Views

Prophet Magaya and wife did not pay tax on mega salaries

by ZimLive | 15 February 2019 | 73 Views

US cannot be our national dialogue referee

by Christine Lethokuhle Mabhena | 15 February 2019 | 143 Views

The EU Parliament resolutions on Zimbabwe read like Chamisa's script

by Brightface Mutema | 15 February 2019 | 149 Views

Botswana NGOs condemns Zim army for killings

by Mandla Ndlovu | 15 February 2019 | 99 Views

Government committed to implementing reforms

by Gift Mashoko | 15 February 2019 | 139 Views

ZCLDN holds drug masterplan roundtable

by ZCLDN | 15 February 2019 | 91 Views

PHOTOS: Wicknell Chivayo visits Mtukudzi's grave

by Mandla Ndlovu | 15 February 2019 | 167 Views

Zimbabwe not yet ready for national dialogue

by Terence Simbi | 15 February 2019 | 126 Views

'Investor interest in 2nd Zimbabwe fuel pipeline grows'

by Staff reporter | 15 February 2019 | 120 Views

RioZim resumes operations

by Ndou Paul | 15 February 2019 | 120 Views

Fears of imminent maize meal price increases

by GMAZ | 15 February 2019 | 120 Views

Zimbabwe looks to tackle telecom fraud with technology

by Global Voice Group (GVG) | 15 February 2019 | 105 Views

Advocate Jacob Mudenda offside

by Kucaca Phulu | 15 February 2019 | 138 Views

Government silence on battlefields disaster a disgrace

by Jacob Mafume | 15 February 2019 | 96 Views

Haru Mutasa denied UK Visa

by Staff reporter | 15 February 2019 | 113 Views

Chamisa to bring everyone to Harare for a Mother of All Demonstrations

by Staff reportet | 15 February 2019 | 168 Views