Why Performance Trumps Glitz: The Essential Truth in International Edition (English)

By Linda NARH(PhD)

In our rapidly moving modern era, it’s simple to get caught up in the dazzle of glamor—the allure of impressive designations, dazzling displays, or trendy marketing. However, when the limelight dims, true substance lies in how well one performs.

Success and long-term credibility are driven by results, not appearances. Whether in business, sports, or life, substance always trumps show. A polished image can open doors, but only constant performance will keep them open.

Ghanaian football club Legon Cities FC (formerly Wa All Stars) has been relegated from the Ghana Premier League to the Division One. The club rebranded with a bold strategy that combined football with entertainment.

They enlisted celebrities such as Shatta Wale and secured top-tier athletes like Asamoah Gyan, turning game days into major attractions.

They also rebranded their team bus and appointed experienced coaching staff to blend sports, business, and entertainment. While this approach boosted visibility and fan interest, the club’s eventual relegation highlights why performance matters in building strong brands.

In today’s cutthroat marketplace, numerous companies succumb to focusing excessively on glitz and glamour—such as flashy logos, celebrity endorsements, and over-the-top advertising efforts—rather than concentrating on performance, dependability, and building customer trust.

Although glitz and glamour might seem accurate at first glance, they offer merely a fleeting excitement without ensuring lasting brand success. Superficial allure can capture immediate interest; yet, if the offering itself disappoints, consumers tend to lose interest rapidly. Additionally, people recall the emotions associated with a brand rather than simply its appearance.

Thus, if the brand fails to provide an excellent and unique experience or does not meet expectations, customers will leave and never return. It is also vital to note that a brand built solely on glamour and lacking substance will falter in the face of stiff competition.

Initially, a genuinely robust brand is established on Product or Service Quality: In today’s competitive world, where customers have countless options and access to information,\xa0 quality is non-negotiable If a product falls short of meeting or surpassing customer expectations, they will quickly switch to a rival offering better service.

Exceptional quality fosters trust, loyalty, and word-of-mouth referrals , Which hold much greater value compared to fleeting marketing buzz. Sadly, numerous brands, such as Lego City FC, often make the mistake of overstating what they offer, thereby inflating customer expectations just to fall short when delivering the product or service. Hence, it’s wiser to establish achievable benchmarks and exceed them instead. Whenever feasible, aim to promise less but deliver more.

Secondly, a strong brand is built on trust through authenticity : We live in an era where consumers are inundated with corporate and advertising messages, making authenticity a rare and potent differentiator. Today’s consumers do not merely purchase products; they invest in trust, values, and stories.

Companies that emphasize genuine values, openness, and sincerity do more than just draw in clients; they foster dedicated supporters. People want to engage with upfront companies that share insights into their manufacturing processes, material origins, and core principles.

They endorse and promote brands that resonate with their beliefs. Amidst a crowded and digitized marketplace where many follow comparable strategies, authenticity enables you to distinguish yourself and attract loyal supporters.

Ultimately, establishing a robust brand necessitates distinguishing through actual performance rather than mere publicity Brands that succeed in today’s market are those that don’t depend on showy advertising but instead offer a distinct value proposition providing exceptional worth.

Therefore, although it is commendable for Legon Cities to incorporate entertainment into their matchday experiences, they should not overlook the importance of securing victories, excelling in the league, and claiming trophies.

To sum up, although glitter and glamor may be enticing, genuine brand resilience is established through performance. Teams like Chelsea, Liverpool, Real Madrid, and PSG thrive not just because they look impressive but primarily due to their consistent success on the field.

Their outcomes boost fan loyalty, merchandise sales, and worldwide attractiveness. Lego City has potential for expansion, yet the key takeaway remains evident: performance should spearhead growth. By placing due importance on this aspect, they could turn defeats into an engaging redemption narrative and establish a lasting brand legacy.

The writer holds the position of Lecturer Coordinator at the University of Professional Studies Accra, where they oversee programs including MA in Brands and Communication as well as an MBA in Corporate Communications.

linda.narh@upsamail.edu.gh

Provided by Syndigate Media Inc. ( Syndigate.info ).