The workshop was attended by students of CIM, marketers and other practitioners to engage with Mr Joe Jackson, Director, Dalex Finance and Leasing Ltd to share his experience and the success story of Dalex Swift.
Speaking on the theme “Creating a winning brand strategy’’- the cases of DALEX SWIFT, Mr Jackson said grand emotion is an element needed to create a winning brand strategy.
He explained that the grand emotion creates the buzz or excitement to attract customers to appreciate the product and the elements of a brand strategy to suite the grand emotion includes: positioning, strategy, communication, selling process, operations and culture.
Outlining the four steps of the grand emotion, he said, one must first define insights, emotional benefits, need and enemy and targets.
He said these steps help the growth of the brand.
Mr Jackson said Dalex Swift has over the years appealed to the emotions of customers by ways of its operations and has attracted customers, which has led to the success of the organisation.
He urged marketers to apply grand emotions by appealing to constituents to attract customers to their organisations.
Dr George Eric Gyamfi-Osew, Chairman of CIM, in an interview with Ghana News Agency noted that the industrial development in Ghana is merging theory with practice, which would help students to fully understand what happens on the job field.
He said the engagement of the CIM students with experts is to enlighten them on how the marketing principles are applied in the job market to grow the organisations.
This, he, said would broaden their horizon to understand the prospects of the job.
CIM is the leading professional marketing body. CIM exists to develop the marketing practitioners, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations.
By Kwamina Tandoh, GNA