Swazi Observer

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OLD MUTUAL REPOSITIONS BRAND

By Hlengiwe Ndlovu | 2018-08-20

FOLLOWING its primary listing on the Johannesburg Stock Exchange (JSE) in June, 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, Vuyo Lee, Chief Marketing Officer of Old Mutual, said 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,” she said. “With that came the need to review, reposition and reinvigorate our brand.”

Old Mutual Eswatini CEO, Muzi Bell said Old Mutual is proud to be one of Africa’s most reputable, recognisable and reliable financial services brands. Thobile Tshabalala, Old Mutual’s Head of Brand, described the brand’s repositioning as “a brave tightrope balancing act”

She explained: “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.

Continuity

“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.”

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