South Africa, April 1 -- This month we uncover the heroes behind the brands that millions of South Africans take into their homes and hearts every day. Being acknowledged and appreciated is everything and so we find out more from Cate Williams, marketing manager and brand strategist at Retail Capital South Africa.

How would you define your brand?

The Retail Capital brand is a true 'peoples champion' ('The People's Champion is a brand with a mandate: it is standing up for a group of people short-served or exploited by the establishment for too long. However, this challenger is an agent of change, not just protest. It offers an alternative model for success, often creating 'people powered' solutions with the community's interests at heart...