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The Marketers Association of Zimbabwe (MAZ) has called on marketing practitioners to build resilient brands by prioritising agile and data-driven strategies, fostering adaptable team cultures, embracing transparency and authenticity, and diversifying marketing
channels while aligning brand promises with actual experiences. This is essential as they tap into innovative marketing, which plays a pivotal role in achieving sustained growth.
Speaking at the 17th Annual Marketers Convention 2025 in Bulawayo, MAZ chief executive officer Mr Gillian Rusike, said in today’s era of rapid knowledge growth, technology, and information, building resilient brands was critical.
“In today’s fast-paced and ever-evolving marketplace, the concept of building resilient brands has never been more critical. Companies are continually seeking innovative marketing strategies to ensure their long-term success,” he said.
“In Zimbabwe, as competition intensifies and consumer preferences shift, businesses that prioritise creative strategies and are incorporating artificial intelligence (AI) stand out and thrive. Resilient brands and innovative marketing play a pivotal role in achieving
sustained growth,” he added.
He said to assist marketing practitioners to upskill their competencies, MAZ was providing training in areas including marketing, public relations, customer service, branding, digital marketing, and sales development.
Presenting on “Marketing in the Age of Permanent Disruption”, Promasidor Group Category director, Mrs Tendai Simende Bosha, unpacked bold strategies for thriving in a world where change is the only constant.
“To thrive in a changing world, as marketers, adopt a growth mindset, cultivate flexibility and resilience as well as embrace lifelong learning, foster strong relationships, and practice self-care to manage stress and adapt to new circumstances,” she advised.
She called on delegates to ensure that they are able to see setbacks as learning opportunities to navigate change, as learning from past mistakes is a key way to reframe a setback into a stepping stone for future success.
Chief transformation officer at ZB Bank, Mr Kangai Maukazuva, tackled a topic on “Resilient Design: Reinventing Strategy Amidst Economic Uncertainty”.
“This is a masterclass in adaptability, foresight, and building brands that thrive against all odds. Digital transformation initiatives and strategies for your companies are critical. Volatility is no longer an exception, but it’s becoming the norm, so reinvention as well
will make companies resilient,” he said.
Speaking on “Future Trends in Marketing: Leveraging Predictive Analytics and Martech to Drive Efficiency”, the executive head of professional services and business development at OmniContact International, Mr Leroy Mugova, highlighted the importance of
data-driven decisions, innovation, and the tools shaping tomorrow’s marketing landscape.
“By harnessing the power of data and analytics, businesses can gain valuable insights into their target audience, make informed decisions, and optimise their marketing efforts. Data-driven marketing enables companies to move away from traditional guesswork
and leverage concrete data to drive their marketing strategies,” he said.
The three-day event is running under the theme: “Marketing in Motion: Building Resilient Brands in an Uncertain World.”
