In 2025, authentic leadership is important to building a successful brand, because its more than selling a product — it means standing for something. That’s according to Andisa Ntsubane – Managing Executive: Brand, Marketing and Brand & Sponsorship at Vodacom, who joined HOT Business with Jeremy Maggs and MoneyWeb to unpack the evolving nature of brand leadership.

Ntsubane argues that in a world where services and products are easily replicated, purpose becomes a crucial differentiator. But it must be authentic. “People need to see the causal connection between what your brand does and how it helps solve real-world problems,” he explains. Brands leading the way are taking strong, visible stances on key issues — from digital inclusion to climate change — and aligning those stances with their brand identities.

He highlights examples like DP World’s “Move to -15” campaign, which challenged long-held shipping norms to reduce emissions. “That’s authentic leadership,” he says — not just through words, but through action, collaboration, and measurable results.

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However, Ntsubane also warns that purpose without internal alignment can be risky. Brands need leader-led conversations about where they stand, how they show up, and how to back that up with evidence.

And while artificial intelligence is revolutionising marketing, Ntsubane sees it as an enabler — not a replacement for human connection. AI can streamline operations and personalise communication, but the core of a brand must remain grounded in human insight, emotion, and integrity.

As 2025 unfolds, the winning brands will be those that balance purpose with innovation — staying true to their core while evolving to meet the moment.

Authentic leadership will be the key to establishing real connections and enduring trust as brands manage the challenging landscape of 2025, where purpose, innovation and technology meet. To maintain loyalty, relevance and have an influence, leadership will play a crucial role in enabling trust and ensuring brands make a meaningful impact.

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