It was a beautiful Dre Day!!!

When I saw the poster for the 2022 Pepsi Super Bowl somewhere last year, the first thing I said to myself was "whoever put this list of artists together must be really really mad." 

Today, while I was watching the 2022 Pepsi Super Bowl LVI Halftime Show, I said to myself again "now this production and set feels just like something Baba Sadiq and his team did last year.  Though it also looks like a 'Dr. Dre' celebration', I swear on the two cents in my pocket that every detail was spot on. At a point, Dre himself was mixing the sound and playing the keys. Oh yeah, I mean that is the legendary Dr. Dre, 'god' of good and quality sound, and the one the rest of 'West Coast' call 'the Father of Rap'. 

READ ALSO: Detty December in Ghana: Brands that got it Right

The opening act saw Snoop Dogg and Dre doing a song together. I won't give you plenty of details, watch the video (link provided below) and get the goosebumps some. All I will say about that performance is after Snoop saluted Dr. Dre, "It is the one and only D.R.E. Dr. Dre you lil bastards!!!" you catch the drift?  

Oh!!! let me add that whatever Snoop Dogg has been eating, drinking, and smoking, doctors need to study the ingredients and chemical compositions because it appears the guy is just an immortal. Well enough of Snoop.

 

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50 Cent also took his turn hanging upside-down while he did his 'In da club' song which Dr. Dre produced and co-wrote.

Mary J. Blige took it way down with her 'Family Affair' song which was also produced by the maestro Dr. Dre. She was really 'in the spot' and 'made it feel alright' charley!!!! 

Kendrick Lamar literally got out of the box to say 'Nigga!!!, we gon be alright'. 

READ ALSO: Playing I Ain't Mad at Cha and Still D.R.E. by Dr. Dre on the piano

Then came my favorite part when Dr. Dre's musical firstborn, Marshall Bruce Mathers III, known to the entire world as Eminem, did his usual entry - appeared from the bottom of the stage doing the song that lets you 'Lose Yourself' in the music. Like fine wine, Slim Shady keeps getting better with age. Well, I had to 'Snapback to reality' cos 'he's dope and he knows that' but 'the clocks run out' all too soon. 

READ ALSO: Brand Innovation in a Pandemic: Perspectives of A PR Agency

And like a son will do to a father to honor him in public or in this case to the rest of the world, Eminem just had to bend the knee to greatness. In response to this humble gesture, Dre took charge of a white piano and played one or two of his legendary songs, and like the boss he is, he ended this short piano performance with his 'Still D.R.E. ' classic before teaming up again with Snoop to do the actual  'Still D.R.E.' song. The entire host of artists joined him on stage. 

Though Dr. Dre is grown a lot, he is still ahead of his game and he still got love for the streets. 

The 2022 Pepsi Super Bowl was a beautiful Dre Day!!!

By: Nii Ogbamey Tetteh

About author

Nii Ogbamey Tetteh is an Entertainment Pundit and a Communication Specialist who has worked with several brands such as Global Media Alliance, Planet Sports Limited, Noyam African Dance Institute, Daily Guide

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Detty December in Ghana: Brands that got it Right

Detty December in Ghana is simply the enjoyment level in Accra every December. It is always that time of the year that the world comes to Ghana. 

It is a fine opportunity for the diaspora to connect with their roots - cultural diversity, heritage and “new skuul” lifestyles like pop culture, music and food.

With the elevation of all the tourism value chain elements coupled with Africa being the new market target, many companies are increasingly making their brands relevant to the Gen Z and Millennials.

In no particular order, these are the brands that came out December. 

Daily Paper

Daily Paper is an African-inspired fashion brand known for its ready-to-wear garments and accessories with a creative direction fueled by rich African culture wrapped in contemporary designs.

READ ALSO: It was a beautiful Dre Day!!!

The brand has truly become one of the fastest growing fashion brands in Africa and Europe, offering timeless designs across accessories, streetwear and a range of capsules across the season.

During December, Daily Paper which has truly become one of the fastest growing fashion brands in Africa and Europe, opened its sought-after pop-up shop in Accra to drive lovers of streetwear to their hub. 

The brand collaborated with other partners such as Off-White by the late Virgil Ablorh, Surf Ghana, Afrochella, NSG, Free The Youth among others to host a line of activities such as parties, networking hangouts, football tournament and other special curated events connected to the culture.

Free The Youth

Free The Youth (FTY) is a collective of young creatives determined to empower young Africans in the area of street-style fashion and culture.

READ ALSO: Celebrating Versatility and Innovation in the Midst of a Pandemic: Even COVID Innovates

Started as a social media Ghanaian street-style movement, FTY has now developed into a multi-branched organisation with the grand goal of promoting an art-based, youth-oriented movement for creative freedom and community development. It has gradually grown to become the creative mouthpiece for young people. 

During the Christmas, the FTY opened its headquarters in Accra, a really impressive space created as a hub for African youth in Ghana. The space, according to the FTY, was a physical representation of Africa’s unmistakable creative evolution.

READ ALSO: Brand Innovation in a Pandemic: Perspectives of A PR Agency

That grand opening saw a host of paneled talks, the opening of a Free The Youth store, as well as studio sessions and parties which saw likes of Black Sheriff, Chance The Rapper, Vic Mensa, Oxlade, Rema, Kwesi Arthur, Fuse ODG, Kofi Mole and others passing through to catch the vibe.

Ghana Tourism Authority

The Ghana Tourism Authority (GTA) is the lead state agency in charge of implementing the December in Ghana campaign to its highest optimal points.

Since 2019, the government has had a deliberate tourism campaign championed by the GTA to make Ghana the favourite destination for Christmas vibes.

READ ALSO: Meet Nii-Tete Yartey, Ghana’s Extraordinary Dance Director

With a master brand ‘December in GH’, the GTA ensured that a large number of the events in December enjoyed a near perfect enabling environment to attract global attention to the country. 

“Thanks to the Ministry of Tourism, Arts and Culture (MOTAC) under the able leadership of Dr. Ibrahim Awal, this year’s activations were carefully crafted – focusing on more outdoor activities bearing in mind the times we are in,” said Akwasi Agyeman, CEO-Ghana Tourism Authority (GTA).

GTA supported most of these events with sponsorship, marketing and promotions, and provided health and safety support among others.

There is no doubt that December in GH has become one of Ghana’s successful tourism brands and an anchor that has created a global wave, perhaps a movement, with people always looking forward to it every year. 

Instagram

The picture sharing social media platform was intentional about how to immerse its brand into the Christmas vibes in Ghana. Instagram partnered with Afrochella Festival and was also the lead headline sponsor of the festival’s very first Fashion Night Out event. 

Produced by Debonair Afrik, a Ghanaian based fashion brand and Afrochella, the Instagram Fashion Night Out was designed to celebrate the thriving fashion scene in Africa and showcase up-and-coming designers from the continent.

The dazzling event included 13 talented designers, two fashion exhibitions, a panel discussion and multi-brand pop up shops. It was Instagram’s way of celebrating Africa’s diverse culture and the vibrant work of African creatives and entrepreneurs. These activities were amplified by Instagram to its millions of followers to gain wider reach. 

Martell Cognac

Throughout the year 2021, Martell Cognac has been busy. Most of the brand’s activations were on the back of partnership it had with Amapiano & Brunch Party which has become Accra’s favorite day party. The party is held periodically at Front/Back, music, food, and art club located in Accra, and it has featured major artistes such as R2Bees, MzVee, Stonebwoy, King Promise, Adenkule Gold, Uncle Waffles, Tiwa Savage and many others.

Martell, in partnership with Polo Beach Club also put together arguably the most-talked about high-end lit party known as the Martell Blue Foam Party. It was an epic night and the post-event reactions on social media was crazy, literally everybody looking forward to the next party.

At any of the events during December, guests had the chance to a sensory experience of Martell’s finest eaux-de-vie produced cognacs.

Surf Ghana (Freedom Skate Park) 

For the first time, Ghana opened its first skate park – Freedom Skate Park in Accra. The opening which happened in December was also in honour of the late Ghanaian US-based fashion icon Virgil Abloh who was supporting Surf Ghana, the project initiators, to complete the park.

Unveiling the park, organisers paid tribute to the American designer of Ghanaian origin with musical performances by local artists and skate sessions by both professionals and amateurs. A new sport ecosystem that supports well-being, creativity and entrepreneurship.

The Founder of Surf Ghana, Sandy Alibo, said though skating is a lesser-known sport in Ghana, she believes it will go a long way towards boosting tourism and creating networking opportunities for young Ghanaians.

“We’re not talking only about sports, but we’re talking building self-confidence in the youth, about tourism and developing youth entrepreneurship,” she told AFP.

Ever-since its opening, the skate park has become a converging point for a lot of creative minds to connect with each other in sharing ideas and thoughts.

Twitter

The social media giant announced its presence in Africa in April 2021. Twitter’s presence announcement brought a lot of excitement among Ghanaians.

Per observations, whenever Twitter enters new markets, it invests in local communities and the social fabric through relevant partnerships that touches the emotions of the locals.

Ahead of its outdoor activations in December, Twitter partnered Ghanaian rapper M.anifest to launch a special emoji icon for the rapper’s latest album #MadinaToTheUniverse.

After, Twitter debuted its dedicated @TwitterGhana handle, bringing tweets to life on billboards in Accra. According to AdWeek, @TwitterGhana is the social network’s first dedicated handle in sub-Saharan Africa.

These Twitter billboards covered topics and hilarious moments that were uniquely Ghanaian, hence becoming part of viral conversations and also setting the tone for Detty December. One of the billboards captured the mood for Christmas saying “December in Ghana is just a two-week festival”.

Lastly, Twitter partnered with one of the biggest festivals on the continent – Afrochella Festival which was headlined by music superstars Wizkid and Stonebwoy with other talents. The blue bird social platform set up an art installation at the festival which really brought the brand to live.

YouTube

YouTube has always been a place to be entertained — from your favorite dance trends, new sound to exciting video contents.

Over the years, YouTube has enabled an entire generation of creators who have shared their voice and found an audience of more than two billion people.

YouTube, for the first time brought its brand to live in Ghana. The video streaming platform heavily pushed its YouTube Shorts which is a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones. YouTube Shorts is a way for anyone to connect with a new audience using just a smartphone and the Shorts camera in the YouTube app.

YouTube had the biggest brand installation at Afrochella by creating what it called “The YouTube Shorts Playground” for over 10,000 revelers that attended the festival.

The brand also engaged in some music thought leadership programmes to help develop the youth and provide assistance to aspiring music industry professionals.

YFM

Ghana’s number one urban radio and leading music station, YFM launched a new initiative “Y Holiday Havoc” to support key December events with marketing, promotions, ticket sales and on-air talents – Presenters and DJs, all to create unforgettable memories for revelers. 

Through the Y Holiday Havoc, YFM partnered major festivals such as Afrochella, Wildaland, Tribvl Jungle Fever, concerts – Gold Coast Carnival, Bhim Concert, and parties – PineXGinja, Gold Block Party. Others include Around the World, Taste of Ghana and Beach Lantern Festival.

For the brand, December in Ghana was right time to achieve two things with YHolidayHavoc Campaign – To create brand awareness and Showcase YFM’s Talents to the world. Talents like Kojo Manuel, Mensah Junior, DJ Loft, DJ MzOrstin, AD DJ, DJ MicSmith became household names at every major event and parties during the December. It was one sure way of winning with the brand.

In setting the tone for December in Ghana, YFM engineered a series of thought leadership conversations on Twitter Spaces talking to stakeholders, organizers and musicians who shared their thoughts on December in Ghana.

The brand also activated its waste recycling bottle radio booth. This was to re-enforce the brand's commitment to encourage plastic waste recycling under the YFM Plastic Recycling Campaign championed by Y Cares.

I want to conclude with special shoutouts to all the events that created the platform for these brands to connect with their audience – Afrochella, Wildaland, Amapiano & Brunch, Polo Beach Club, Tribvl Jungle Fever, Gold Coast Carnival, PineXGinja, Gold Block Party, Around the World and Akwaaba UK Parties.

By: Ekow Quandzie (pequandzie@gmail.com)

About the author

Ekow Quandzie is a Brands and Communications Executive

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Celebrating Versatility and Innovation in the Midst of a Pandemic: Even COVID Innovates

Kwabena G. Oppon-Kusi, the author

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.” - Phil Knight 

One word that is often mentioned during conversations about brands is Consistency. The biggest brands in the world, among other things, are believed to have remained consistent in their persona, look and feel, themes, messaging, etc. Even in personal branding, you are advised to consistently speak about one particular field, and carve yourself a niche audience in that field. Consistency is undoubtedly one of the main pillars of successful branding but it should however not be misconstrued to be synonymous with being static, stubborn, or averse to change.

By definition, to be consistent is to be unchanging in nature, standard, or effect over time. Managers of brands and creatives will agree that those are not words that inspire creativity. Having the same look and message over a long time has proven to be counterproductive for many brands. So how are innovation and dynamism so important to a discipline that is built on consistency?

Dynamic Consistency

Consistency in branding is not to be taken literally or swallowed whole. A consistent brand is not exactly unchanging but instead gives a perception of being unchanging while being fully dynamic.

The true value of a brand is the perception one has of it. If a brand is experienced in the mind of its consumer, then that is exactly where its consistency should be measured. 

For instance, if a person says two different things to a sad friend, but the effect of comfort or the feeling of joy it gives to the friend remains the same, the messaging has been dynamic but the goal remains consistent.

 In the same way, a brand can be dynamic with its message, logo, visual identity and objective, but must ensure that the end feeling or perception in the mind of the consumer is fully or partially consistent. A clear-cut example would be Nike’s campaigns. A campaign about its latest trainers results in the feeling of motivation that is conveyed by their slogan ‘Just Do It.

 In the same way when Nike picks up a social cause, as it did for the Black Lives Matter movement, the same motivational feeling of ‘Just Do It’ is still felt throughout the campaign. In this case, the brand Nike has been consistent in perpetuity with its brand name and logo, has been consistent long term with its slogan, theme, and promise but has been dynamic with its messaging, which changes according to the times we find ourselves in.

Innovative COVID

Not to sound insensitive about a global pandemic that has taken and continues to take the lives of many, but there is no denying the fact that there are lessons to be learned from this deadly virus. The Coronavirus has caused brands to think deeper and act differently these past two years, however, this same pandemic that brands are battling through is giving everyone a lesson on branding, consistency, and innovation. The virus started spreading 2 years ago and has evolved every time scientists find a vaccine or solution for it. The virus has evolved, reinvented itself as multiple variants such as Delta, Omicron and so on, showing different symptoms and spread behavior. The virus however remains consistent in its effect. The perception and end goal we have of it hasn’t changed; it is still as deadly as its first variant and is still taking the lives of many. 

Brands that are navigating this pandemic without being innovative must first take a look at the opponent, and at the very least innovate and evolve alongside it. The new variants have new brand names and even stronger modes of transmission. In a similar manner, brands must evolve beyond their business as usual and do more to reach their audience. One major example that we saw during the early days of the pandemic was major restaurants evolving to focus more on food delivery because directives did not allow them to operate as they were used to. They needed to evolve in order to survive, similar to the virus that caused the situation.

Brands that are looking to be dynamic creative and innovative need to make a few changes in their way of work to improve this culture and can follow a few simple pointers that I’ve outlined as ‘The ABCD of Brand Innovation’.

    A. Acknowledge your Attitude 

A brand must always be fully aware of who it is, what are your strengths, your weaknesses, who is your audience, and so on. It is known that you cannot improve yourself if you don’t know yourself. In times like this, it goes beyond Marketing Managers running sentiment surveys and developing a SWOT analysis based on their own experience of their brand. The best way to go is to run a full brand audit via a non-biased third party. This will uncover the truth about your brand and its positioning strength in the mind of the consumer. A brand audit is a thorough examination of a brand's current positioning in the market compared to its competitors and a review of its effectiveness. This can reveal the parts of the brand’s communication or operation that require innovation.

    B. Be Bold and Brave

The corporate attitude that always precedes innovation is boldness. Boldness to choose the road less traveled and do something that has not been done before. Boldness to accept change and readiness to behave differently to ensure different results. This is an attitudinal fix that can start with something as small as changing the formats of meetings, the way reports are sent and the way days are spent in the office. Some of the common ways of incorporating a change in attitude towards innovation in any institution are:

1. Spell out the values and behaviors your innovative culture should exude.

2. Develop a plan to effectively communicate your innovation plan to your staff.

3. Change the workspace, or its look and feel, to instigate the change

4. Make sure that those influential positions embrace and act on the new culture

Consider the Crazy

As the Creative Strategy lead at Pulse Marketing, the Digital Marketing Agency of Pulse Africa, the most important comment I look out for during my brainstorm sessions is, “this idea is crazy”. As a creative person, I consider this high praise. When you want to make significant change and impact, you need to think of the craziest and most improbable solution before you distill it to the coolest, safest and possible. Welcome the crazies, it births the true solutions and challenges you to do things that your competitors are not doing. Always create an environment where your team feels comfortable to share the craziest of ideas without fear of judgment or reproach. This becomes the result of properly implementing the second point and introducing an innovation attitude by being bold. A few ways to develop creative ideas are:

1. Oxymorons: Putting two complete and improbable ideas together are a good way to come up with some new ideas.

2. Reverse Thinking: Taking common concepts and thoughts flipping them over and looking at them from an opposite perspective is another helpful way.

3. Fill your space with inspiration from other sources you admire and constantly apply the first two points.

Diversify your Deviants

Innovation is spurred by changemakers or what I like to call, deviants. After creating the right environment to welcome crazy ideas, brands must ensure that the ideas are not coming from a skewed perspective but from people who have varying experiences and are coming from different backgrounds. Diversity has become a key hiring objective for most, including Fortune 500 companies, where diversity and culture leads are well sought after. They recognize the need to ensure that there are different cultures and backgrounds to ensure that there is diversity in the ideas and work output of the company.

Peter F. Drucker’s quote “If you want something new, you have to stop doing something old”, is the best guide for brands when thinking about new and innovative ways to attract and engage customers. The COVID-19 pandemic has resulted in brands pivoting and innovating in the way they communicate and operate as regularly as the virus itself. In summary, if you’re still wondering if you should make that change to find new ways of business, the message I will leave you with is…even COVID innovates

By: Kwabena G. Oppon-Kusi

About author

Kwabena Gyabeng Oppon-Kusi is the Head of Creative Strategy at Pulse Ghana. Kwabena has been crafting and telling compelling and results-oriented brand marketing strategies to achieve the business goals of various companies from diverse industries. 

With a Masters’ Degree in Brands & Communication Management, Kwabena has worked on projects for brands such as GCB Bank, Nestle, mPharma, MTN, Access Bank among others

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Brand Innovation in a Pandemic: Perspectives of A PR Agency

Paa Kwesi Forson, the writer

Once upon a brand, a story is told of a family of Mice who had been living in fear because of a Cat. They came together to discuss how to defeat the Cat. A young Mouse suggested putting a bell around the Cat’s neck so they could hear when the cat approaches. All the other Mice agreed in theory, apart from one wise, old Mouse. The old Mouse asked: “Who will put the bell on the Cat?” The lesson here is that it is never a good idea to boast about an idea until you know it’s going to work when executed.

Having worked at one of Africa’s best Public Relations firms, Global Media Alliance (GMA), I can confidently say that I know what clients want from agencies and why they engage them. From the suggestions of the wise Mice, we are the ones to put the bell on the cat. I’ll explain in a bit. Clients simply want straightforward solutions and not more problems. They need agencies such as GMA to make meaningful connections with the audience through effective branding. Here, branding is what makes a memorable impression on consumers and allows your customers and clients to know what to expect from your company. You can also call it a true representation of who you are as a business, and how you wish to be perceived.

Hence, setting the tone on branding determines the direction, feel, content, vision, and execution of every message that is delivered.

Our team of skilled PR professionals develop and implement tailored communications and marketing solutions to positively influence public perception of our clients, their brands, and products/services. These skilled team members bring experience to bare in satisfying clients in key industries such as Finance, Telecoms, Technology, Travel/Tourism, Healthcare, Automobile, Aviation, Energy, Food, Beverage, Agribusiness, Gov’t relations, and Real Estate industries and more.

BRANDING REALITIES DURING AND AFTER COVID-19

In March 2020 when Ghana recorded its first two confirmed cases of COVID-19, the whole country was in disarray. No one was ready for a pandemic that destabilized economies, claimed lives, ravaged businesses; disrupt our normal way of life, came with job cuts, amongst other challenges. 

Companies were in a dilemma on salvaging their businesses or turning attention to the safety of customers or citizens. Coincidentally, customers expected such brands to show their humane side in times of crisis specifically through empathetic actions. The clients GMA works for had to apply tact and sensitivity to the challenging times; we advised maintaining prices, not to burden customers further.

Customers have taken keen interest in scrutinising actions and inactions taken by brands when it comes to safety; this applies to customer, employees and communities in general. Subconsciously, customers and the general public take notice of brand’s efforts at improving society or connecting positively with society; they offer good scores for companies who care and have earned the public’s trust amid health and safety uncertainties. The reverse is true for brands who are making profit but caring less. 

The COVID phase of lockdown and its accompanying hardship saw most organizations contributing to the public good; they donated cash, Personal Protective Equipment (PPEs), among others. Other brands and individuals partnered the COVID-19 Private Sector to construct and stock Ghana’s first Infectious Disease Centre.

More recently, the Appiatse explosion around Bogoso in January 2022 has seen many well-meaning Ghanaians and multinationals donating relief items; mattresses, rice, sugar, buckets, cooking oil, canned fish and toiletries worth millions of Cedis. These were to support the dislocated residents, support towards the rebuilding of the township and commensurate with the grieving families.

THE BRANDING GAMECHANGER

The fundamentals of brand building have remained the same but the “how to build the brand” is different post COVID; it therefore calls for a new or refined playbook that tackles the real issues. Let’s zoom in on some brand game-changing ideas.

• Prioritize authenticity to drive action

During the lockdown phase last year especially, the Ghanaian consumers got used to empathy, community support from countless brands. With consumers being served social responsibility by brands, the bar has been raised. The modern-day consumer has outgrown PR and social media stunts, and see right through scripted activities and acting; they lean more towards authentic brands that tell basic stories using great values, messaging and tone of voice; these stories should be just appropriate (not overdone). 

• Stand for something

To answer why companies and individuals divert huge sums of monies for COVID 19 support and other emergencies, it comes from a place of brand commitment to adjust; and offer innovation strategies to compete against the COVID-19 pandemic-induced market downturn. 

To make brands trustworthy, brands are smartly shifting their priority; shifting from solely making profits to ensuring the wellbeing of customers and employees first.

It is as simple as that and a worthwhile investment.

• Keep a pulse on what customers want

The major learning during COVID 19 outbreak, lockdown and its accompanying restrictions was that consumers controlled the market in terms of what they wanted and how fast they wanted it; thanks to car-hailing apps, food delivery apps, social media platforms, and others.

In 2022 and beyond, brands must excel at having a clear understanding of customer expectations; and consumer journeys to gain a distinct competitive advantage.

As companies look to build trust, it’s important that marketers own customer experience initiatives across the organization. It’s not enough to have a presence. Marketers must invest in driving engagement mapped to customer needs. 

• Rethinking brick and mortar module of doing business

The lockdown phase of the COVID outbreak led to schools, offices, churches and all social gatherings being put on hold; that was a wakeup call for clients to revise their strategy beyond physical structures.

Brands today should rethink accolades of having the biggest branch network in a sector or wider on-ground reach; they need to implement agile and innovation platforms to reach a wider market; evolve with their customers and not get left behind. 

After two years of living with COVID, brands have no place going back to the old ways of doing business. It’s innovation or nothing.

• Hoping unto impactful platforms

In a post-pandemic world, it’s important to promote togetherness online and offline. This will forge a closer bond with your customers at different levels. Virtual connections skyrocketed during the pandemic where people were no longer able to meet up in person; this was due to quarantines, travel restrictions and social distancing guidelines.

To promote togetherness online, brands can host virtual events to engage with customers. For example, banks can host a virtual session to build the capacity of its SME, premium, youth and other segments. It’s about time brands take advantage of platforms like Clubhouse to connect on a deeper level with customers; they can provide helpful advice in interviewing industry leaders and even celebrities. 

CONCLUSION: PR AGENCY OPTION

A plane was flying through the clouds and suddenly lost balance. Everyone started shouting in fear. But a small boy kept playing with his toy. When the flight landed safely after one hour, a man asked the boy; “How could you play with your toy when everyone was afraid?”

The boy smiled and said… “My dad is the pilot and I know he will land safely.”

That is the kind of smooth experience the team at Global Media Alliance brings to current and potential clients. We believe the pandemic has been an extremely challenging time for most brands; but innovation can help brands get back on track and even start engaging with customers at higher levels than ever before.

By: Paa Kwesi Forson

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