Gifty Osei
A brand expert, Mr. Clearance Amoatey has advised gospel musician Gifty Osei to apologize on behalf of her mother, who recently publicly attacked her fans.
The musician’s mother Evangelist Agnes Aba Annan recently warned fans to stay off her daughter’s social media platforms.
Evangelist Agnes Aba Annan, also known as Lady Chicago or Maame Fante, said, people should paddle their own canoe because she would not allow anybody to tarnish the gospel icon’s brand.
The musician has received sharp criticisms for some pictures she posted on Instagram. Her mother didn't take kindly to the criticism and warned fans not to comment on any of Gifty Osei's social media platforms.
This warning, the brand expert says is too harsh and could rather damage Gifty's brand.
Speaking to 'Hitz News at 1' Mr. Amoatey said, social media is a platform where celebrities get to have personal interactions with their fans so Gifty’s mother's comments could direct people away from her [Gifty's] brand.
“She needs to continue to use social media to bring people closer to her, direct people to her brand not direct people away from her brand,” he added.
He said, a brand is not only the personality but also a collection of an artiste's name, logo, attitude and what they are perceived to be.
"If you are perceived to be a gospel artiste, there is some way you should act and so if celebrities or brands do not take their communication seriously, it can push them to the back burner,” he added
He advised Gifty to follow a strict discipline in her communication especially when she is responding to criticisms.