Professor Kobby Mensah, Coordinator of Marketing Communication at the University of Ghana Business School has emphasised brand journalism as a new framework for corporate communication.

Speaking at the training session on Marketing and Communication for management of Sandvik Mining and Construction Ghana Limited (Sales Area West Africa), he highlighted the importance of aligning daily corporate activities with the brand’s mission and vision to maintain vibrancy.

The training focused on Sandvik Sales Area West Africa’s (SAWA) future marketing communication strategy, offering valuable insights on exceeding client expectations.

He explained to the managers that it is important that corporate communication focuses on what goes on in the daily life of the brand to ensure it remains vibrant and aligns with its core mission and vision.

Prof. Mensah emphasised the necessity for the management of the company to apply both traditional and new media tools to achieve the purpose of brand journalism.

"Indeed, the Economist Intelligence Unit is reported as saying that poor communication can lead to low morale, missed performance goals, and even lost sales.

"The HBS observes that effective communication impacts more than just the bottom line. For leaders, it’s what enables them to rally their team around a shared vision, empower employees, build trust, and successfully navigate organzational change.”

The training highlighted the importance of Innovative Strategies, stressing the need to adopt and implement innovative marketing strategies especially when rolling out new projects.

These strategies are vital for companies aiming to stay ahead of market trends and adapt to evolving marketing communication tactics.

The managers engaged in practical simulations of the new strategies and expressed enthusiasm about the insights gained, showing a strong commitment to implementing them within Sandvik.