Absa and Barclays. The Merging of Two Brands. Elize Davids November 2013. What does it mean to Prosper ?. Welcome. My name is Elize Davids and I work for Barclays Africa in the Central Region in the capacity as Marketing Manager for the Free State, Northern Cape and North West
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Absa and Barclays The Merging of Two Brands Elize Davids November 2013
Welcome • My name is Elize Davids and I work for Barclays Africa in the Central Region in the capacity as Marketing Manager for the Free State, Northern Cape and North West • Fortune cookies for the graveyard shift
Some facts and figures. Barclays Africa Group Limited (Barclays Africa Group or the Group) is 62.3% owned by Barclays Bank PLC (Barclays) and is listed on the JSE Limited. The Group is one of Africa’s major financial services providers offering personal and business banking, credit cards, corporate and investment banking, wealth and investment management as well as bank assurance. We combine our global product knowledge with regional expertise and have an extensive, well established local presence. The Group was formed through combining Absa Group Limited and Barclays’ African operations on 31 July 2013. Reflecting the enlarged group’s pan-African focus, our name changed from Absa Group Limited to Barclays Africa Group Limited on 2 August 2013. Our registered head office is in Johannesburg, South Africa and we have majority stakes in banks in Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, South Africa, Tanzania (Barclays Bank Tanzania and National Bank of Commerce), Uganda and Zambia. We also have representative offices in Namibia and Nigeria as well as bank assurance operations in Botswana, Mozambique, South Africa and Zambia. Barclays Bank PLC has operations in Egypt and Zimbabwe which are an integral part of our African business and continues to be run by Barclays Africa Group’s management.
South Africa forms part of the Barclays Africa Group and will continue to use the Absa Brand in South Africa
The Absa Brand Absa Bank, is a wholly owned subsidiary of Barclays Africa Group Limited (Barclays Africa). Established 1889 Colleagues 37 093 Customers 10,300,000 Distribution Points 864 branches, 9630 ATM's Population 50 million Leader Maria Ramos
Absa Strong Visual Icon – the RED Bank Strong corporate brand that provides credibility and trustworthiness Implies the ability to deliver and execute on its promises Strong Heritage in amalgamation of the four major banks since 1892: • Trust Bank, Volkskas, Allied and United Banks Strong Sponsorships that build the Brand and appeal to a range of audiences • Absa Premier League • Absa Currie Cup • Absa KKNK • Absa Cape Epic References ( Kloper & North 2011 )
The Human Spirit Sponsorships as a brand building mechanism We don’t sponsor sports and arts, we sponsor the human spirit
Practically speaking.. Align --ment
Benefits • For Shareholders, Customers , Colleagues and Communities : • One Bank in Africa - Providing our customers and clients with a more holistic service • Customers and clients have the benefit of a global product strategy and can expect to see an even greater focus on service quality and delivery of a broader range of products under One Bank in Africa. • A global and regional relationship banking model in Africa which creates a compelling proposition for multinational companies. • The leveraging of products and capabilities across the group. • An avenue for shareholders to benefit from the growth of the sub-Saharan economy, the diversification of the business, as well as the operational efficiencies and economies of scale offered by an integrated African operation. • Commitment by the group to sustainable development dedicated to uplifting communities in the areas in which we operate. Retail & Card business CIBW Business
Similarities & Differences 1. The Corporate Brand • Rich Heritage ( we build on our past ) – tertiary pages • The strength of our Assets & Capabilities • Strong Leadership & People Element ( Jobs, Branson, Ackerman, Prof Jansen ) • Values & Priorities • Strong Locally & Globally • Strong Community / Citizenship Programmes ( - North & Klopper , 2012 )
Customer-Centricity – are they really at the core of how we operate ? • Look again at Tertiary Sites • John Adair in his book on creative thinking says we should • “Make the strange familiar and the familiar strange – that is creativity” Values-Driven • Can you name them • Do you live them, reflected in your behaviour Community / Citizenship Programme • Are you making a difference in a tangible way? • Inspiring Excellence and Transforming Lives People • Are they geared to deliver do they have grit ?
The Future - Five Flavours of Marketers Surprising qualities of the best Marketing Teams : Adapters Connectors Doers Fast Movers Focusers The concept of GRIT ‘gritty individuals are doggedly focused on a few higher order goals despite distractions, setbacks, long periods without any positive feedback. People who filter out noise & get things done’ - CEB Marketing Leadership Council, October 2013 • THE AGILE MARKETER • Digitally Savvy • Loves change & comfortable with ambiguity • Fast decision & bias to action • Strong learning posture • Willing to experiment • Strong networking & collaborating skills
Think Different Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes... the ones who see things differently -- they're not fond of rules... You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do. The Crazy Ones
Back to the Future • Best of Both • Brand Framework incorporates our Purpose as a group : • To Help people achieve their ambitions in the right way • Driven by our Values : • Respect, Integrity, Service, Excellence, Stewardship which talk to leave things better than we found them and the behaviours • Localised regionally in our campaign : • With you on the road to Prosperity