Business / Business News

John Culverwell
1 minute read
17 Feb 2016
1:25 pm

FNB Business Leadership: we had to distinguish our brand

John Culverwell

Dr Lelau Mohuba on how branding and consistency has paid off for Sephaku.

FILE PICTURE: First National Bank headquarters. (Photo by Gallo Images / The Times / Alon Skuy)

Who would think of employing a branding professional from Coca Cola – to brand cement? Dr Lelau Mohuba’s business partner in Sephaku Cement, that’s who. Maybe because he happens to be Aliko Dangote – Nigeria’s first billionaire and currently Africa’s wealthiest businessman – or maybe because he is a staunch believer in harnessing the power of a brand.

In this quick insight extracted from a 40-minute interview with Dr Mohuba, the remarkable retired doctor turned iconic South African entrepreneur, we hear about the secrets of distinguishing a brand, no matter what the product is.


Video courtesy of Moneyweb