Unleashing Brand Potential Through Marketing Innovation: Khensani Nobanda

The Lead Creative

In a crowded market where people are bombarded with marketing and advertising messages at every turn, where brands are clamouring for attention, what does it take to truly stand out? To create something that resonates with your audience and differentiates your brand.

This is precisely what we asked Khensani Nobanda, Nedbank’s Group Executive: Group Marketing & Corporate Affairs, a treasure trove of insights for anyone keen to navigate the complex waters of brand building, marketing and creativity.
We also discuss:

• Marketing and creative awards are valuable in attracting top talent and showcasing agency capabilities.
• The employee experience and customer experience should be aligned with the brand narrative to drive business results.
• Care and respect for the brand are essential for successful brand management.
• Transformation in advertising and marketing involves both representation in campaigns and the industry itself.
• Brands have a responsibility to showcase the type of society we want to see and avoid perpetuating stereotypes.
• Inclusive and diverse representation in advertising is important for reflecting the demographics and purchasing power of consumers.
• Transformation requires sustained commitment and active allocation of budgets to black-owned agencies.
• Experience plays a crucial role in making brave and impactful work, and being nervous about the work can be a sign of pushing boundaries.
• Differentiation in branding is achieved through a unique brand essence and a consistent ecosystem that reflects that essence.
• AI can be effectively used in advertising and marketing in the African context by feeding it with relevant data and optimizing its output.

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Audio editing and production by: Maishe Rakgoale
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