Twenty years after the concept of the challenger brand was coined, there is a new wave of challengers changing the way brands in many industry categories behave. This new challenger mindset is being financed by a new type investor harnessing today’s big drivers of business growth such as technology, data, culture and creativity.

This is why PHD Media Ghana in collaboration with a number of partners in science and technology-oriented businesses, marketing and media industry practitioners is hosting an intensive but interactive two-day masterclass series in November and December 2019.

Christened “The Masterclass Accra – Science meets Marketing” it will offer a rare occasion for instructive knowledge sharing by experienced experts in a class setting at the London College of International Business Studies, Ghana’s state-of the art lecture theatre and an interactive meeting of minds and hearts for a more open dialogue on a cruise aboard the Dodi Princess II on the Volta Lake.

At end of the first monthly class session on Friday, 8th November, attendees would have been guided to profile their personal brands, local product or service brands as well as iconic African brands. The eighth thought leadership publication by PHD Worldwide, titled “Overthrow II – 10 strategies from the new wave of challengers”, will also be officially launched in Ghana on the same day.

To crown the day PHD Ghana will announce and recognize 10 celebrated personalities, national brands and iconic African brand that have demonstrated show of the challenger mindset through the narrative and marketing strategies they have portrayed and communicated in Ghana over the years.

Commenting on the events, PHD Ghana CEO, Bright Ladzekpo, said “The enormous energy and excitement generated in the marketing and business community by challenger brands is simply inspiring. We think that challenger behaviour is not confined to the new or the small. Brands of all sizes – whatever their category, competition, heritage or personality – can benefit from adopting a challenger mindset to drive more ambitious growth and make the impact they desire.”

The Masterclass sessions will discuss the strategic importance of gaining a deeper understanding of Data Science, Digital Disruption, Artificial Intelligence, Career Advancement, Media Monitoring and Marketing Science.

Speakers include Matt Angus Hammond of Geopoll, Dede Odamtten of Professional Edge, Maximus Ametorgoh of PopOut, Udai Kanth of Bitkemy Technology Investments, Maame Ama Owusu-Arhin from the Xavier Group.