Challenges facing companies require creative solutions

Mr Henry Asante-Donkor, Chief Branding Officer of Fourth Protocol Ghana, a branding consultancy, on Wednesday said challenges facing companies required creative and practical solutions. �Creatively building your business through branding is one sure way of staying number one in your category. The 21st Century world is increasingly brand and design driven,� he said. Mr Asante-Donkor made the observation at the launch of Partnership between Fourth Protocol Ghana and Brand Union Africa in Accra to be responsible for growing the Ghana and West African market. He pointed out that with the partnership, they were positioned to assist senior management to adapt a holistic approach to brand building which provided a model for companies to operate, saying: �We help businesses build brands.� Mr Asante-Donkor explained that what identified companies that were most effective at leveraging their brands was not how much they spent on advertising and other brand promotions but whether they were brand-guided. He noted that brand-guided businesses actively used the brand to drive business decisions and manage the company. �Ghana, and indeed West Africa, have an internationally acclaimed and recognised branding consultancy that will help companies build brand guarded business,� he added. Mr Anthony Swart, Chief Executive Officer of Brand Union Africa, said the partnership looked up for great business in Ghana and West Africa.