In a dynamic insurance market where disruption is constant and customer expectations are rising, brand strategy and technological adoption are no longer optional — they are business imperatives. One industry leader blazing this trail is Mr. Salifu Abubakari, the General Manager, Marketing and Business Development at Priority Insurance Company Ltd, who also doubles as a lecturer at the Ghana Insurance College.
After delivering a thought-provoking lecture in 2024 on “The Impact of AI Technologies on Insurance Distribution”, Mr. Abubakari was once again called upon by the Ghana Insurance College in 2025 — this time, to design and deliver a two-day course on Strategic Brand Management in Insurance in Ghana. The well-attended session took place at the National Insurance Commission (NIC) premises, drawing executives and brand leads from institutions such as Star Life Insurance, Old Mutual, Provident Insurance, Serene Insurance, Coronation Insurance and Priority Insurance just to mention few.
The 2024 Groundwork: AI as a Catalyst for Insurance Distribution
In last year’s landmark lecture, Mr. Salifu Abubakari dissected the role of Artificial Intelligence in reshaping the insurance value chain. He pointed out how AI tools — from machine learning to intelligent chatbots — are accelerating risk profiling, claims management, and customer service. His central message was clear:
🗣️ “AI is not a threat, but a teammate. The insurance companies that learn to work with it will gain a measurable edge in distribution, reach, and retention.”
2025 Focus: Strategic Brand Management as a Competitive Weapon
Building on the foundation of innovation, Mr. Abubakari’s 2025 lecture turned the spotlight onto branding — the often-underutilized engine of business growth in the insurance sector. His sessions offered a deep dive into brand positioning, storytelling, value proposition design, and internal brand alignment.
He emphasized that a strong brand in insurance goes beyond logos and taglines. It’s built through consistent experiences, promises fulfilled, and a clear emotional connection with policyholders.
🗣️ “A brand is not what you say it is. It’s what they feel it is — and in insurance, trust is your loudest voice,” he stated.
Key Takeaways for Insurance Executives
Mr. Abubakari encouraged companies to focus on:
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Internal Branding: Ensuring all employees are trained and aligned with the company’s core values.
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Customer Experience: Every policy, claim, and conversation must reflect the brand’s integrity.
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Digital Brand Presence: Leverage AI not just for backend processes, but to personalize marketing and storytelling.
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Brand Differentiation: In a saturated market, insurance companies must answer the question: “Why us?”
His “Brand Value Pyramid” framework helped participants map their journey from brand awareness to brand loyalty — with trust as the cornerstone.
Why These Lectures Matter
Both lectures — on AI and Strategic Branding — underline a vital truth: the future belongs to agile, tech-savvy, and brand-conscious insurance companies. The Ghana Insurance College’s initiative to involve industry practitioners like Mr. Abubakari is setting a new standard for applied knowledge and executive learning.
As the sector faces stiffer competition and digital-savvy consumers, the wisdom shared by thought leaders like Mr. Abubakari Godmar couldn’t be timelier.
Pull-Quotes:
“A brand is a promise kept — and in insurance, that promise is everything.”
— Abubakari Godmar
“AI is not a threat to insurance. It’s a teammate for smarter, faster, more human service.”
— Abubakari Godmar
“Strategic branding isn’t marketing. It’s identity, trust, and long-term profitability.”
Last Updated on April 14, 2025 by samboad
