What does the recent brand reset at Nando’s signify for its future? The reset, described as a ‘homecoming’ to its core values, aims to simplify complex business problems while enhancing creative execution.
Jessica Wheeler, associated with Nando’s, and Abey Mokgwatsane from Investec discussed the implications of this shift. Mokgwatsane emphasized that a brand reflects the culture of the organization, indicating that internal culture will impact external branding efforts.
Wheeler cautioned against the pitfalls of superficial marketing trends, stating, “It is important not to get caught up in dressing up and doing cool things, particularly with social media.” This perspective highlights the need for brands to focus on authenticity rather than just appearances.
Furthermore, Mokgwatsane pointed out the necessity of establishing clear boundaries between client and agency roles, suggesting that effective collaboration can lead to better outcomes. He remarked, “Let the agency do what they are great at – too many clients think they’re creative.”
Nando’s has also been recognized in the business community, 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 over 400 companies entered the British Business Awards this year, with 149 UK businesses competing. The judging panel is chaired by Alan Jope CBE, former CEO of Unilever, and the event anticipates an attendance of around 2000 business leaders.
The fundraising target for Social Bite at the awards is set at £1 million, demonstrating the commitment of participating companies to social causes.
As Nando’s continues to navigate its brand identity, the emphasis on core values and culture will likely play a crucial role in its future strategies. Details remain unconfirmed regarding how these changes will specifically impact their marketing and operational approaches moving forward.
