The right brand-celebrity partnership can be a very successful tool in building brand equity and establishing believable connections with consumers.
On the other hand, the wrong partnership can be devastating to a brand. This is why it is so important to take the right steps to improve the likelihood of success – Paul Jankowski said.
Almost a decade now, the subject of brand ambassador became a big deal in Ghana’s showbiz industry – with the emergence and intensive competition, especially, among the various telecommunication networks in Ghana. These Telcos saw the brand ambassador vogue not only as a marketing strategy but as a whip hand to ruling the showbiz industry.
With the coming of telecommunication giant Glo, the industry saw a tall list of celebrities as its brand ambassadors. The list included; Gyadu BlayAmbuley, PaapaYankson, Abrante AmakyeDede, Pat Thomas, Reggie Rockstone,
Kwabena Kwabena, Asem, Jackie Appiah, Nadia Buari, John Dumelo, Irene Logan, Efya, Sherifa Gunu, Wutah, Tinny, and Van Vicker.
Like the much expected Messiah, Glo officially touched down and started operation in Ghana but few years later, they scrapped most of their brand ambassadors off.
In Nigeria, the Mike Adenuga owned company, terminated the brand ambassador contracts with big stars: Rita Dominic, Uche Jumbo, Monalisa Chinda, Ramsey Noah, Mike Ezuruonye, Nonso Diobi and Odunlade Adekola.
Reason? Mr. Adenuga is reported to have said Glo was not getting enough benefits from them – so there was no need keeping them. They were literary told to get their contract termination letters at the legal department of the company.
Today, the subject of corporate brand ambassador is dead and forgotten. The corporate bodies are no longer hiring the stars/celebrities as brand ambassadors and some may be wondering why.
Well, the answer has somewhat arrived – kind courtesy, an exclusive duologue Artiste Manager/CelebrityBroker/Brands & Communication Expert, Ntiamoah Williams, had with a Chief Marketing Manager of a reputable company – who pleaded on anonymity.
They discussed the reason for the fall in brand-celebrity partnership. According to Ntiamoah, the marketer explained:
The Celebrities Don’t Understand Brand Ambassadorial Concept
“Bro, most of “your people” (Creative Arts Celebs) don’t understand exactly what this partnership means. Many of them think they are doing “us” a favor with this partnership.
“The few who’s brand have and can be aligned with our brand values don’t even understand what they are representing and hardly would you see them propose some innovative ideas apart from what is already on paper.”
The Celebrities Focus Only On Money – Nothing More
“Most of your celebrities only focus on the money and won’t even dig to search the values of the company. Never would they bother to even find out what exactly made the company decide to sign them or propose this partnership.”
Corporate Bodies Have Advised Themselves
“Bro, so many things but trust me, companies are now developing new means to educate consumers, enhance and increase visibility, launching new products etc. than to engage the celebs.” “He ended after I had asked him to repeat himself three times so l can write” – Ntiamoah intoned.