All these means that most strong brands
tend to be very profitable enabling them
to invest more in the business, further
cementing their leadership position.
Buyer benefits from a strong
brand
Now let us turn to the advantages to
the buyer. Strong brands make it easier
to make the purchasing decision as they
are easier to recognise. They offer a clear
promise and thus stand out in the market
place removing guess work and making
the buying process faster, easier and in
some cases pleasurable.
They have a meaning beyond the
functional need they fulfil giving the
user emotional satisfaction. Those that
are positioned as prestigious raise the
users profile putting them on a higher
pedestal. They can be termed as a badge
to wear and many wear them with pride.
These positive associations are not easy to
duplicate further enhancing the strength
of the brand.
With the clarity of promise, the buyer
is confident they are making the right
purchasing decision and therefore have
the much needed peace of mind.
Staying on top of the game
So how do strong brands stay on top of
their game? In one simple word, they
innovate! They appreciate that the business
field is never static but has shifting goal
posts. To this end they constantly shake
things up keeping in tandem or ahead of
the changing demands of the consumer
and the offerings of the competition. They
recognise the need to be game changers
leaving the rest to play catch up.
Coupled with this when new initiatives or
the old ways no longer add value to the
customer, hence the bottom line, they have
the courage to change course. They do not
hold on to ‘the way we do things around
here’ philosophy, as they understand
it will only drag them back. In short
they are always innovating, wading into
unchartered territory, and learning from
the associated risks.
Strong beliefs
From the spoken and written tributes it
As a marketer I re-
alised that Bob’s life
provided us with nu-
merous lessons about
brands and branding.
Why? Because at the
end of the day mar-
keting is tasked with
building brands that
make a bigger dif-
ference to the brand
owner, the customer,
and society at large.
was obvious that Bob shared most of the
attributes of a strong brand. But from
where I sat there is one thing that was
different and went beyond and above
his call of duty as a CEO. He genuinely
cared. He had a soul. He was clear about
his beliefs and lived by them just like
strong brands.
He believed that Safaricom must have
a higher purpose than just making huge
record breaking profits. It was important
to him that Safaricom makes a big
difference not just to its shareholders but
the staff and the larger community. To this
end he steered the company to focus on
connecting with the needs of the common
man.
He spoke about this at the Shared Value
Conference held on May 23rd 2019 in
Nairobi where he was one of the key note
speakers. He noted that ‘if you have a
failing society you cannot have a thriving
business’.
Other
initiatives
which
illustrate
this higher is his belief in women
empowerment. Walking the talk as it
were and illustrating that charity begins
at home 51% of the staff at Safaricom
are women and more importantly half
the senior positions are held by women.
He put forward a case of Safaricom
deliberately doing business with women
owned and run firms.
He had a belief in uplifting the lives of
those that are less fortunate in society
particularly children. He made constant
visits to the Mpesa Academy showing
he cared about the children and always
wanting to find out how they were doing.
Funding the school was not enough, he
cared.
Strong brands care and use their
power and influence to find solutions
to challenges facing the larger society
therefore impacting many lives positively.
Those he engaged with from the high and
mighty to the common mwananchi said
he was genuine. That’s what strong brands
are… anchored on authenticity!
From relieving his pay to launching
Safaricom’s Sustainability Report he did
it because it was the good thing to do, not
for photo ops.
Bob was pragmatic and demonstrated
great courage at all times especially when
he was faced with the reality that his days
were nigh. He accepted the situation and
continued to lead his life as normally as
he could.
In the end like Bob, strong Brands that
recognise they have a higher calling last
longer and make a bigger difference to
all, at all time. They are consistent and
relentlessly working hard to keep their
promise. Consequently they are rewarded
with a higher return on investment and a
slot in the minds and hearts of the lives
they touch.
Branding has thus come a long way from
when it was just a symbol signifying
ownership. It has evolved into a promise
to the consumer, which when it keeps,
reaps big and for a long time. Bob left us
with fond memories and profound lessons
which in many ways should challenge us.
Fare Thee Well Bob!
Robert Wamai is a trainer
and advertising consultant, a
passionate consumer advocate and
believer in the power of brands.
You can engage him on this or
related matters via email at:
[email protected].