Nigeria: The CEO As Brand Ambassador

5 March 2015

As the Chief Executive Officer of Diamond Bank, Uzoma Dozie, also plays the unusual role of brand ambassador as the lead character in a 45-second television commercial of the bank currently being aired. Raheem Akingbolu, in this report, reviews the TVC and asks if the concept is good for the brand.

The major objective of every creative mind and brand owner is to use campaigns to connect more patrons. This often informs why most companies hire celebrities as models because their known personalities will attract huge followers. But despite the general acceptability of this, many companies have regretted using celebrities as face of their brands. Reason; any scandalous act on the part of the celebrity naturally affects the fortune of the brand. This notwithstanding, celebrity endorsement still remains a relevant tool for positioning globally.

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