It has become necessary for companies to leverage digital tools in positioning their brands while making efforts to present a more human face to enhance stakeholder engagement, Group Head of Marketing and Corporate Affairs-Hollard Ghana, Cynthia Eyram Ofori-Dwumfuo, has recommended.
She said brand equity through the use of digital platforms can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands, adding: “This can only be done effectively through the use of digital platforms in this new normal”.
Ms. Ofori-Dwumfuo was speaking on the topic ‘Not mere rhetoric: How brands are getting results in the new normal’ at the maiden edition of Brand Conference (BrandCON) Africa hosted by the B&FT in Accra, and said being absent from digital and social media as a business in the new normal is retrogressive.
“Companies and brands cannot be completely absent on digital and social media. That would be a big loss, as people want to enquire about the business, look for information, and know everything concerning the brand – and that can conveniently be done online,” she said.
With the changing trend of things and where the world is heading to, Ms. Ofori-Dwumfuo, explained that it is more about how companies represent their brands online; which leads to building an equity for the business to shore-up profits and remain relevant in the pandemic.
Since beginning of the pandemic about two years ago, Microsoft Africa has estimated that more than 60 percent of businesses globally have now moved their operations and services online to serve clients and remain relevant.
The pandemic, Ms. Ofori-Dwumfuo said, has motivated Hollard Ghana to innovatively adopt digital measures: including the enhancement of services such as using WhatsApp groups by sales teams to sell products to prospective customers.
BrandCON Africa is the latest conference in the ever-expanding catalogue of agenda-setting events by the B&FT, with the maiden edition’s theme being ‘Celebrating Versatility and Innovation in the Midst of a Pandemic’.
The Conference gathered relevant marketing communication professionals who shared insights into how they steered their respective establishments through disruptions brought about by COVID-19.
CEO of the B&FT, Dr. Godwin Acquaye, at the event said despite challenges the pandemic brought to businesses, it has also presented a silver-lining and opportunities as more companies, brands and corporations have survived and are thriving by innovating.
“The possibility of posting high growth results at this time is arguably down to the innovative work of these brands, as they collaborated with other departments and agencies to communicate and promote their brands in an innovative manner.”