The role of heritage brands in shaping the future of South Africa
The Pat on Brands was born from the culture of storytelling to encourage dialogue between dynamic marketers with a track record and young professionals and entrepreneurs who have just started their marketing careers.
At the Capital Empire, history was made when Pat on Brands announced its partnership with one of South Africa’s leading heritage brands, the African Bank, to deliver this year’s Pat on Brands Dialogues Heritage Month edition.
This year’s theme was the role of heritage brands in shaping the future of South Africa. The event on September 28, saw a line-up of storytellers, who are South Africa’s finest and most renowned marketers – the African Bank’s very own chief marketing officer Sbusiso Kumalo, PepsiCo snacks CMO Giulia Iorio-Ndlovu and Gugu Mthembu from Telkom.
The Pat on Brands believes that storytelling is one of the oldest and most trusted forms of information sharing and passing on knowledge.
Pat Mahlangu, CEO and founder of Pat on Brands, said, “As a young entrepreneur, I am truly inspired by the story of African Bank. It is the story of sheer audacity, which I have adopted as my motto.”
Mahlangu added that he is thrilled to have joined hands to deliver the dialogues with this inspirational brand, and this collaboration seeks to contribute towards empowering industry leaders and young entrepreneurs’ dreams.
During the dialogues, Sbusiso Kumalo, the CMO of the African Bank, highlighted that the story of the African Bank is a powerful illustration of the effect heritage can have on a brand, as their past imbues the vision of a bank for the people, by the people, serving the people, with authenticity and relevance.
“It creates a sense of community between those who are drawn to what we stand for and the stewards of that heritage. Heritage is a living thing. Though rooted in the past, it continuously shapes the future. At African Bank, we believe that our heritage story can inspire others to create their ideal future and to be the change they want to see, just as our founders did all those decades ago.”
Related article:
https://www.citizen.co.za/sandton-chronicle/333814/women-in-business-celebrate-womens-day/
https://www.citizen.co.za/sandton-chronicle/331892/women-football-stars-appreciated-at-radisson-blu-hotel-sandton/
