, Feb. 23 -- Absa has today launched its repositioned brand to the market signalling a shift to being a more deliberately customer-centric business with the new brand promise of 'Your Story Matters'. The bank has set a clear trajectory to ensure that Absa's entire suite of services and offerings lives up to this crucial pivot towards a more human-centred, empathetic banking service ethos across the continent. The refreshed brand strapline is part of the business' ambitions to align their offerings and brand experience with their internal corporate purpose launched last year of 'Empowering Africa's tomorrow together, one story at a time'.

"As a full-service bank, we cater for customers from all walks of life - from clients who only intera...