Businesses asked to adopt proper strategies for growth
The Chief Executive Officer of African Brand Warrior, Ms Fatima Alimohamed, has urged African leaders to adopt the strategies that have worked for successful countries and replicate them here.
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She said Africans wasted their time and resources trying to re-invent the wheel when they could easily learn from the success stories of other continents and replicate them.
“It is so simple. We need to merge what we are excellent in with what has worked elsewhere and quickly get to the top. After all, we are the cradle of mankind but somewhere along the race, we let others overtake us,” she told the Daily Graphic in Accra.
Ms Alimohamed, who is also the Vice Chairman of the Agriculture Sector of the Association of Ghana Industries (AGI), also said there was the need for African marketers to first market the continent within and thereafter to others.
“This is not only for marketers but for us as Africans. Africa is the last continent on this planet; every other continent has been there and done that. It is our earthly obligation to make a positive impact and lasting difference through our lives, brands and organisations,” she added.
African Brand Warrior helps to create and promote other local brands to achieve growth in business
Ms Alimohamed is known in Ghana for her role in creating the Frytol brand and its slogan ‘fry it all’ after its take over from Unilever in 2010.
She is a known and respected marketer across Africa having been in key positions and boards in various places.
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She expressed her belief that those who had worked with her would testify that she left no stone unturned to revive the Frytol brand.
Motivation
She said she tendered in her resignation with Wilmar Africa Ltd to start something of her own and help other businesses across the continent to excel and grow their brands with the very same passion; but now on a larger scale.
“The African Brand Warrior was born to take brands to a level where it is sufficient for the organisation and to let Karma play a role in building others to the same level of sufficiency. This way we have a better Nation as everyone has an acceptable share of the pie and all thrive and grow together,” she said.
Wanting to know more about the African Brand Warrior and what it is all about and if this is another agency out to compete with existing agencies, Ms Alimohamed said African Brand Warrior was work in progress, as she knew someday she would need to venture out on her own and create her own canvas.
My experience with various industries helped me become a well-rounded learner, thinker and doer.
She said she saw brands, businesses and people going out to compete in market places with little or no vision of their purpose and described it as wrong.