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Johnnic Communications finds its ‘soul'
Johnnic Communications has announced that it will be changing its name to Avusa, which expresses “a new awakening, a vigilance for dynamic opportunities, that talks to the individual – the ‘u' in you, and has its soul in South Africa”. A copywriter's mouthful which still has to be ratified at a shareholders meeting on 31 October 2007.
In a fancy email to stakeholders, Johnnic Communications group CEO Prakash Desai explained: “We've outgrown our name! The time comes time in any rapidly-growing company when the original name no longer fits. What suited yesterday no longer describes today or can accommodate tomorrow. The future presents a challenge that sees us gearing up to explore and conquer new territories. As Johncom group CEO, I invite you to share the journey.”
He goes on to say that the new name and brand identity was the result of an extensive process to find a name that encapsulated Johnnic's position as a leading media and entertainment company – no doubt making some brand agency very rich in the process too.
“The name Avusa dynamically reflects our profile and is an embodiment of our inspiring strategy for future growth.”
The new brand identity will be unveiled at the end of the month if all goes according to plan at the shareholders meeting.
