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Brands As An Act Of Leadership; Using Citi Fm As A Case Study

Fri, 2 Dec 2022 Source: Queen Xorlali

The reason why great companies continue to be successful over time is because they are able to adapt to changing customer behavior with uncanny accuracy. Since humans only have so much “storage space” for knowledge about brands, it is crucial for brands that succeeds to be aware of their target market and know what they seek for. Today consumers are not only interested in purchasing brands, but they are interested in brands that speaks to their hearts and minds. They are interested in brands that are focused on making our world a better place. Consumers are looking out for brands that are willing and able to demonstrate and set leadership examples.

A strong brand is a crucial strategic and financial indicator for the health of any organization. It can take years for an organization to build a strong brand identity and strategy to outmaneuver competitors.

Differentiation through a competitive advantage is the most effective way to increase a brand’s impact and maximize its profitability. Leading brands are identified as such when they are relevant, unique, and exciting. These brands stimulate customer loyalty and allow the organization to charge higher prices than their competitors.

The organizations behind these leading brands negotiate with business partners to strengthen their positions. They also take measures to more easily recruit and retain talented employees. Brand leadership offers organizations a clear strategic path for future growth, pushed by brands with above-average financial results and a market value that is greater than the book value.

In this article, I will be looking at Citi FM and some of its brand leadership initiatives or campaigns as a case study.

Citi FM a private media organization which started operations in November 2004 have risen to be one of the most trusted and relevant media brand in Ghana over the last few years with a combined effort of balanced relevant and trustworthy News, Community-focused content, exciting events and change focused campaigns. Citi FM which began in 2004 has stood out with its news and programming content, its balanced and fair analysis of the issues and its changed focused campaigns aimed at improving society as we know it.

Citi 97.3 FM is a mixed format radio station that broadcasts from Accra, Ghana. It combines News & Current Affairs with music and engaging interactive audience programming. Citi FM is largely driven by social and community problems that require the attention of policy makers.

Citi FM’s audience are predominantly educated people. They have moderate to very busy lives but like to keep up with trending issues and interesting topics, they are also upwardly mobile, educated, intellectuals who want unbiased news from a credible and reliable source. They are a discerning audience who are always looking for objective and credible news

War Against Indiscipline Campaign- Promoting Road Safety Initiative

In Ghana, vulnerable road users make up more than 70% of people killed in road traffic crashes annually, with over 40% of those fatalities being pedestrians and another 18% being cyclists and motorcycle riders.

Although a number of road safety practices are in effect, many such as national drink-driving laws are not well enforced in Ghana, while child restraint laws are not enforced at all. Legislation has been recently adopted prohibiting the use of mobile phones while driving.

From January to October 2020, there were nearly 12,100 road traffic accidents in Ghana which involved over 20,400 vehicles. Moreover, the crashes led to 2,080 fatalities and 12,380 injuries. In 2016, there were more males than females involved in road crashes. Buses and minibuses were the leading vehicles involved in accidents of this nature, after cars. Road accidents in Ghana remain a major public safety issue.

Statistics from the National Road Safety Commission shows that Ghana loses over 230 million dollars annually due to road crashes. Poor driving skills, gross indiscipline by drivers and unworthiness of cars on Ghanaian roads according to the Commission could be blamed for the unfortunate incidences.

Citi FM and Citi TV in May 2019 launched a road safety campaign dubbed War Against Indiscipline with the objective to check speeding and other forms of indiscipline on our roads in Ghana. The campaign identified that, Inappropriate speeding was one of the major risk factors that result in fatal road crashes.

The #WarAgainstIndiscipline – Be the change campaign was aimed at helping to avert the increasing loss of lives through road crashes.

As at July 2019, Citi TV‘s collaboration with the police to clamp down on errant drivers accrued to the state over GH¢258,000.This amount was realized from 499 drivers who were arrested for breaching traffic regulations on various roads in Accra at the time.

Stop Galamsey Now campaign

Globally, climate-smart agriculture is highly recognized as an approach for sustainable agriculture and food systems. In Africa and other developing countries, climate-smart agriculture is observed to reposition and modify agricultural systems for improved food and nutritional security.

Despite the relevance of the approach to sustainable agricultural planning, illegal gold mining in many parts of the society is placing constraints to its implementation and adoption through its contest with agricultural land for space and activities. Illegal gold mining is on the rise due to the lucrativeness of the non-regulated gold rush opportunities with hard consequences on sustainable agriculture and resilience food systems (Yiridomoh 2021). Illegal mining activities have also been identified as the cause of environmental problems such as water pollution, deforestation, poor soil fertility and limited access to land for agriculture productivity. Studies have also mentioned that, the activities of illegal mining have resulted in formation of sinkholes, contamination of soil, ground, and surface water pollution, and loss of biodiversity

In 2017, Citi FM took a firm stand against illegal mining, also known as Galamsey, from the studios to the streets with the launch of a campaign to raise awareness on the menace which is slowly ravaging water bodies and the environment.

Dubbed #StopGalamseyNow, the campaign made five clear demands of government to clamp down on the menace which was destroying the county’s land and water resources, and may see Ghana resorting to the importation of clean water in the next two decades.

Citi FM, through its flagship programme, the Citi Breakfast Show, waged a war on illegal mining activities in Ghana highlighting its ills and evils in all parts of the country.

Staff of Citi FM and volunteers were on some principal streets of Accra to continue the #StopGalamseyNow campaign, with emphasized on creating awareness on the levels of pollution in water bodies across the country. Staff and volunteers also carried samples of polluted water from the Birim River to serve as a snapshot of pollution from illegal mining across the country

Citi FM explained the details of the campaign noting that, “Apart from all we’ve been doing for the past year and a half on Galamsey, we have produced leaflets with five specific demands for government and stakeholders.” The demands included:

The total cessation of all small and medium scale mining for a period of six months

The cessation of the issuance of new mining licences for a year

The reclassification of mining categories to reflect the use of new/larger equipment

The allowance of water bodies to regenerate their natural ecology

Tree planting and a land reclamation project

Heritage Caravan; Promoting Domestic Tourism

The biggest and most exciting road trip of a lifetime organized by Citi FM with support from Citi TV, Heritage Caravan is organized every day.

The Heritage Caravan is a week-long road trip, which takes participants on a tour to various regions in Ghana, with the aim of experiencing the rich culture, dynamic traditions, and historical excerpts of the Ghanaian heritage.

Since its inception in 2016, the Caravan has been to all regions of the country, visiting tour sites like the Mole National Park, the Military Museum in Ashanti Region, the Slave Memorial at Assin Manso, Elmina Castle, the Larabanga Mosque – one of Ghana’s architectural masterpieces, the village on stilts; Nzulezu, and the crocodile pond at Paga amongst others.

It also makes stops at historical sites in these regions, and for patrons to have the opportunity to learn about compelling facts, and amazing cultural discoveries during these visits.

Aside from the education, exploration, and adventure patrons are also taken out on the razzle with a lineup of activities like a Bonfire Night, Boboobo display, a mini durbar with lots of local dishes and drinks, and the chance to form life-long bonds with other entrants.

The Heritage Caravan takes place in the month of March (Heritage Month). It is the final event that crowns the Heritage Month Series; a month-long exposition on the Ghanaian heritage, and historical antecedents.

As market dynamics and macro-economic factors change, so do consumer’s taste and preferences change. For consumers (listeners) of radio brands such as Citi FM, they are not just interested in any content-they are interested in relevant content. Contents that changes and re-shapes the narrative which helps to drive the consumers (listeners) choice and loyalty.

Citi FM’s exponential growth and strong emergence as a ‘Senior Player or Big Boy’ in the media space in Ghana in my opinion has been built on a foundation of exceptional brand experience, strong integrity and relevant content. This has effectively contributed to the brands move in multiple directions, growing their share of listenership, along with their their market leadership.

Ultimately, Citi FM has gradually built its brand around a brand leadership that is posed to making the maximum impact and this is setting them apart from the rest of the competition in the media industry.

(Media) brands must be seen by their consumers (listeners) to be changing, reshaping as well as rethinking the roles they play in their life’s and the impact they make on our community by driving social change. Brands must play close attention to human experience, rather than tired conventions. Brands must therefore learn to journey the path of not just becoming assets but much more importantly act as leaders of change.


Source: Queen Xorlali