By Linda NARH(PhD)
In today’s fast-paced world, it’s easy to be swept away by glitz and glamour—fancy titles, spectacular presentations, or fashionable branding. When the spotlight fades, what matters is performance.
Success and long-term credibility are driven by results, not appearances. Whether in business, sports, or life, substance always trumps show. A polished image can open doors, but only constant performance will keep them open.
Ghanaian football club Legon Cities FC (formerly Wa All Stars) has been relegated from the Ghana Premier League to the Division One. The club rebranded with a bold strategy that combined football with entertainment.
They brought on celebrities like Shatta Wale and signed star players such as Asamoah Gyan, transforming matchdays into high-profile events.
They also rebranded their team bus and appointed experienced coaching staff to blend sports, business, and entertainment. While this approach boosted visibility and fan interest, the club’s eventual relegation highlights why performance matters in building strong brands.
In today’s competitive market, many brands fall into the trap of relying too heavily on glitz and glamour (flashy logos, celebrity endorsements, and extravagant marketing campaigns) instead of on performance, reliability, and customer trust.
While glitz and glamour may not be entirely wrong, they provide only a short-term buzz and do not guarantee long-term brand success because superficial appeal may attract initial attention; however, if the product or service fails to deliver, customers will quickly move on. Customers also remember how a brand made them feel, not just how it looks.
Thus, if the brand fails to provide an excellent and unique experience or does not meet expectations, customers will leave and never return. It is also vital to note that a brand built solely on glamour and lacking substance will falter in the face of stiff competition.
Firstly, a truly strong brand is built on Product or Service Quality: In today’s competitive world, where customers have countless options and access to information, quality is non-negotiable. If a product fails to exceed or even meet customers’ expectations, they will swiftly turn to a competitor who offers superior service.
Exceptional quality fosters trust, loyalty, and word-of-mouth referrals, which are far more valuable than short-term marketing hype. Unfortunately, many brands, like Legon Cities FC, err by overhyping their offerings, raising customer expectations only to disappoint upon delivery. Therefore, it is always better to set realistic expectations and surpass them. If possible, under-promise and over-deliver.
Secondly, a strong brand is built on trust through authenticity: We live in an era where consumers are inundated with corporate and advertising messages, making authenticity a rare and potent differentiator. Today’s consumers do not merely purchase products; they invest in trust, values, and stories.
Brands that prioritise realness, transparency, and authenticity not only attract customers but also cultivate loyal advocates. Customers desire to connect with honest brands that disclose how products are made, where materials are sourced, and what the brand represents.
They support and patronise brands that align with their values. In a competitive and digital landscape where everyone seems to engage in similar practices, being genuine allows you to stand out and earn devoted advocates.
Finally, building a strong brand requires differentiation via performance and not just hype: Brands that win in today’s world are brands that do not rely on flashy marketing but have a clearly defined value proposition that delivers superior value.
Hence, while it is great for Legon Cities to have introduced entertainment into their matchday activities, they should have also focused on winning matches, the league and trophies.
In conclusion, while glitz and glamour are appealing, true brand strength is built via performance. Chelsea, Liverpool, Real Madrid, and PSG succeed not only by looking excellent but also by winning on a consistent basis.
Their results increase fan loyalty, item sales, and global appeal. Legon Cities can grow, but the lesson is clear: performance must lead the way. With the appropriate emphasis, they can transform losses into a compelling comeback story and create a brand that will last.
The writer is a Lecturer Coordinator (MA Brands and Communication and MBA Corporate Communications), University of Professional Studies Accra
