Lucy Quist Managing Director of multiple award winning company, Airtel Ghana, was hosted by Ghana’s leading professional marketing institution, the Chartered Institute of Marketing (CIMG) as she presented on the topic Brand and People: Making People the Focus of a Brand at a “Evening with CEO” event.
Lucy Quist shared her rich experience, as an international business leader, on the impact of people centred corporate branding gained through her years of leading multinational telecommunication companies.
The presentation sought to unearth how businesses, big or small, can build strong and long lasting brands by making their services and products people. The event was held at the plush Golden Tulip Hotel and attended by senior corporate executives in marketing, sales, corporate communications and CSR. The event is one of the key activities on CIMG’s annual calendar and was held as part of its Continuous Professional Development Program (CPDP) for professional enhancement of Marketing Executives.
Lucy Quist passionately advocated for businesses to make the enrichment of lives and communities the focus of their products and services. She explained that customers wanted more than a business with good physical appeal and catchy advertisement; rather people want an emotional connection with the businesses they deal with.
“Your brand should be a representation of the essence of why your company exists. It must connect with all your people both internally and externally. All stakeholders must be able to clearly identify what you stand for.
To create a good and lasting impression in the hearts and minds of customers businesses must invest heavily in services and products that improve and enrich the lives of people, they must deliver sustainable CSR activities that give back to societies within which businesses operate, thus creating an experience that is memorable and enjoyable for the customer.”
People want to transact with businesses that make them feel important. She further explained that “Every business looks forward to building a lasting brand and this takes vision, a solid blueprint, commitment, consistency and people investments from the top.