South Africa, Feb. 27 -- One year ago, Absa introduced 'Your Story Matters', a bold and human-centred brand positioning reaffirming its commitment to seeing and empowering customers beyond transactions. Today, as Absa celebrates this anniversary, this was never just a tagline. It is a purpose-driven commitment embedded in every decision, initiative, and interaction, shaping the bank's journey forward.

This brand positioning was designed to celebrate the diverse narratives that shape our communities, and the response has been nothing short of extraordinary. A bold promise rooted in human-centred empathy, and intuitive, seamless and integrated customer experience, has driven a significant uplift in brand resonance, with customers across Af...