From left: Athletes Zersenay Tadese of Eritrea, Ethiopia’s Lelisa Desisa and Eliud Kipchoge of Kenya. The three elite runners’ resilience and successes are posterboy scripts for any brand they patronise. PHOTO | AFP
Beyond being an art-form, they weave emotional connections leading to greater brand loyalty and advocacy, resulting in increased sales and profit
In the new world in which we find ourselves - a world of volatility, uncertainty, complexity, and ambiguity, your ability to tell your story the right way remains one of the ways in which brands can differentiate themselves and build the value of the brand. It remains one of the ways organisations can get the right support from donors and entrepreneurs attract much-needed funding.
