By Cynthia E. Ofori-Dwumfuo. Professional MarComms Enthusiast, Consultant and
Remember this?
Unfortunate Constraint: Pandemic lockdown alcohol ban in SA.
Beautiful Constraint: Locked in with lots of time to spare and food.
Innovation: Homemade wine!
…let’s break it down.
Former International CMO
This is a brand-building story of a strangely named multinational insurance company that entered the Ghanaian market with zero brand recognition. Five years on, it’s a brand known for its innovativeness.
…Hollard entered Ghana with clout.
A large insurance Group present in over 18 countries worldwide.
Bought & rebranded a Ghanaian insurance company & created a group of businesses.
A strong brand purpose, people and work ethic.
…but fell flat despite its offerings.
Cons
Weak brand visibility
Low awareness of Hollard products
No effort to establish the Hollard brand in Ghana
Poor public perception of insurance
Pros
Vibrant brand in a youthful & increasingly urban market
Strong USP
Strong staff & leadership
Strong relationships
…with big ambitions.
Our propelling question.
How do we build a distinct brand without a brand campaign, ideal resources and the funds to make Hollard the country’s favourite insurer?
Played the PR game! Made insurance accessibleunconventional partnerships Led insurance education –H.Insured
Positive and Playful about insurance. Hollardites as brand advocates
Introduced innovative products with inherent brand focus Put the Customer First - Charter
Impactful Social Impact projects
Pioneered digitalfirst insurance products Advertised creatively –outdoor Intentional Sponsorships & activations
Direct stakeholder engagement Served the underserved –micro/SMME Innovative merchandise/ Souvenirs
…to illustrate…Insurance in a box product
Delivered on our brand promise
Innovation Under Pressure: How Beautiful Constraints Strengthen Brand Resilience Champagne Tastes, Beer Budgets: Impossible asks Poor Resourcing, Inadequate Funds, COVID-19, etc.
A Marketers Dream!
Bonus Reward Outcome …it’s up to us.
The Process The Silver Lining Challenge The Solution
Champagne tastes, beer budgets, Impossible asks, yet we rise, Finding silver linings in beautiful constraints. Resilient, we stand, Innovating through every trial, Crafting beauty from challenges, A diamond in the rough—It’s yours to become, Marketer extraordinaire. Poem by ChatGPT
akpɛ – thank you – oyiwaladoŋ
By Cynthia E. Ofori-Dwumfuo. Professional MarComms Enthusiast, Consultant and
Innovator