Nando’s has undergone a brand reset described as a ‘homecoming’ to its core values. This initiative aims to simplify complex business problems and focus on creative execution, as emphasized by key figures involved in the process.
Jessica Wheeler, associated with Nando’s, and Abey Mokgwatsane from Investec, highlighted the importance of a brand reflecting the culture of the organization. Mokgwatsane noted, “This is a dynamic process because some of what the brand does will impact the culture within the organisation, just as culture is going to impact the work that the brand does on the outside.”
The conversation surrounding this reset also emphasized the need to avoid getting caught up in superficial marketing trends. Wheeler stated, “It is important not to get caught up in dressing up and doing cool things, particularly with social media.” This sentiment underscores a growing awareness among brands about the importance of authenticity.
Furthermore, Mokgwatsane pointed out the necessity for clear boundaries between client and agency roles, asserting, “Let the agency do what they are great at – too many clients think they’re creative.” This perspective reflects a shift towards valuing the expertise of creative agencies in brand management.
Nando’s has also been recognized for its efforts, being shortlisted for the British Business Awards, which will take place on April 30, 2026. This event is expected to feature special guest George Clooney and aims to raise funds for the UK homelessness charity, Social Bite.
A record number of more than 400 companies entered the British Business Awards this year, with 149 UK businesses competing for recognition. The judging panel is chaired by Alan Jope CBE, former CEO of Unilever, indicating the high stakes and prestige associated with the awards.
With an estimated 2000 business leaders expected to attend, the awards aim to raise £1 million for Social Bite, further highlighting the intersection of business success and social responsibility.
As Nando’s continues to navigate its brand identity, the outcomes of this reset and its impact on the company’s long-term success remain to be seen. Details remain unconfirmed regarding the specific strategies that will be implemented moving forward.
