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We’re Solely Interested in Your Cash, Not Your Damn Brands | So Says Ghanaian Celebrities to Corporate Bodies

Glo Ghana

 

Actions, they say, speak louder than words. How many times have you not come across people who make ‘BIG’ promises that appeal to others heart but their actions later proved just the opposite of what came out from their mouths? It will be pretty easy to name plenty of such ones.

All over the world, companies have resorted to a very common practice that researches disclose boost sales and attract new clients. This marketing practice is the use of celebrities as endorsers or brand ambassadors for specific products. Since we do not live in a monopolistic society, but rather a competitive one, companies employ this tactic very much to dwarf their competitors.

Just as companies look out for celebrities, celebrities in turn are also always on the lookout for corporate endorsements. The deals they come across do not only put some money into their ‘thin’ pockets, but enhance their image, as well as their credibility. The effectiveness of this marketing strategy has been felt by certain corporate bodies whilst some companies have suffered shock and nightmares by this same strategy.

How would you feel when you see a celebrity (in the contractual period) who have taken money from your outfit for endorsing your brand patronizing not your brand, but that of your competitor? Pretty sad right? So is the case we have in Ghana with reference to our celebrities and corporate bodies.

The concept of being a brand ambassador or face of whatever product is somehow misunderstood here. To the Ghanaian celebrity, signing a document (devoid of document at other times), making news headlines, appearing on billboards, and finally staying at home are all that makes them brand emissaries.

How sad and weak that assumption is. The principle of being the brand icon for a specific company can be likened to a marriage. The underlying principle is commitment, and this is where most of our local champions get it wrong. No wonder most of them are dropped as brand icons after their first years when their contracts end, because they work very little to support the companies that sign them.

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