Liana Ramiandrisoa is convinced of this: “brand communication aims to establish consumer trust and sympathy for the brand, beyond the simple promotion of its products and services.” MVola, Madagascar's leading FinTech banking operator, reminds us that the services deployed through communication are above all citizen services. To deepen this reflection on the role of communication, we went to meet Liana Ramiandrisoa, Head of institutional communication and brand content at MVola and member of the We Are COM Club. Hello Liana, what would be your definition of communication? I would say that communication is akin to influence. In fact, it involves reaching a target, most often via emotion, to encourage them to take an action or take a position. Even if the goal is common, there are many ways to achieve it, whether…
Trust and sympathy, COM according to MVola
