Patricia Obo-Nai, Vodafone Ghana CEO
Chief Executive Officer (CEO) of Vodafone, Patricia Obo-Nai, has charged brands not to betray their core values and essence if they are to stay relevant in the current digital age.
Delivering a keynote address at the just-ended 2019 Africa Rising
Conference organised by the Advertisers Association of Ghana (AAG) in
conjunction with the International Advertisers Association (IAA), Ms Obo-Nai
said: “Brand consistency is key. Customers make choices based on relevance and
not necessarily price. A brand must understand and continue to reflect what it
proclaims to instil into the buyer even in the current digital age. You need to
be relevant across all touch points, including aesthetics and content. Embrace
new concepts such as data analytics; machine learning and augmented reality.
And remember that in all these, don’t change your very essence because of
digital. Let the customers trust you. Adapt to technology but be flexible. In fact,
be you.”
She said the age of digitalisation was changing everything while
also innovative disruption was wielding a strong authority in the marketplace
to change the way customers think.
“Before the age of digitalisation, brand communications was organised.
It was controlled. There were rules of engagement. The situation is different
currently where the code of conduct is subjective. Democratisation of knowledge
and information now means that the internet has made everybody a journalist, an
opinion leader, a brand expert or an advertising executive.
“Brands, therefore,
have a very challenging task of sifting through the maze of complexity and
sustaining their relevance amongst current and potential customers.”
The Africa Rising Conference
brought together senior leaders in the advertising industry across Africa and
parts of Europe for a two-day session in Accra.
Vice President, Dr.
Mahamudu Bawumia, presided over the opening ceremony on Monday, May 20, 2019.
The post Maintain Brand Identity -Vodafone CEO appeared first on DailyGuide Network.
