Written By: Tarisai Chimhandamba
Brands need to be agile, innovative, and ready to experiment in what will become a constantly evolving new, marketing landscape, chairperson of the Superbrand Adjudication Committee, Mr Denford Mutashu has said.
Speaking at the Superbrand Breakfast Launch where the Top 200 Brands for 2021 were unveiled, Mr Mutashu said the new normal demands more digital interactions with consumers.
He said the theme of the Superbrand Business Breakfast ‘Brand Experience through Omni Channel Integration’ which aptly spoke to the demands of the new normal.
“As brand custodians we must understand that times have changed and consumers are moving to various channels and that’s where our products must be found. Ensure brand visibility through these social media and other channels,” said Mr Mutashu.
He highlighted that today’s consumer was more powerful and empowered than ever hence brand custodians need to be wary of negative factors that might destroy their brands.
“Let’s also try to engage and respond to consumer enquiries timeously. We have seen some brands being shamed for failure to engage with their consumers on these channels,” he said.
He said as the adjudication committee, they were cognizant of the fact that Brands are assets and very expensive assets indeed which take huge investment to build.
“Our discussions and deliberations are guided by such thoughts hence our decisions as the adjudication team are very positive and factual. This is the reason why we continue to incorporated auditors and research consultants to ensure that all loopholes are closed,” said Mr Mutashu.
He also introduced to introduce the 2021 Superbrand adjudication committee namely Dr. Eve Gadzikwa,Dr. Gifford Hapanyengwi, Mr. Luckson Gwara,Mr. Clive Chinwada, Chipo Mashingaidze,Florence Chirwa and Gloria Zvaravanhu.
“Our task is to oversee and make recommendations on the Superbrand process, verification and endorsement of results and to give strategic input for the Superbrand process in an independent and transparent manner,” said Mr Mutashu.
Mr Mutashu also acknowledged Expert Research Solution (XRI) who the 2021 Superbrand Research Partners.
He also mourned the late Tov Manene whom he said played an important from the adoption of the Superbrand Awards in Zimbabwe in 2010 to the time he passed.
He challenged the new research partners to continue with the legacy left by Manene
“Over the years, Tov a respected guru in his field worked hard with the MAZ team and others to grow these awards that are revered in the business sectors of the economy.
So to the team from Expert Research Solution, we look forward to you taking over the legacy left by Tov and building the awards further through thorough and fair work,” said Mr Mutashu.
Mutashu pointed out that the Detergents/Disinfections & Hygienic Solution Sector are one of the most active sector in Zimbabwe, if not in the world, participating in the Superbrand survey this year.
“The global market for detergents products and hygienic services has significantly increased during the Covid 19 pandemic period. Projections are made that the market will continue to rise with increasing prevalence of chronic diseases and people are becoming more health conscious,” he said.
Mr Mutashu highlighted that branding is the essence of business and businesses must devise ways to take products to the people.
“Branding is the essence of every business’ success and I have no doubt ladies and gentlemen that with the efforts and activities such as this conceptualized by MAZ, we will continue to see Zimbabwe high on the corporate ladder soon despite our challenges,” he said.