Gold dealership company Menzgold is currently the focus of Securities and Exchange Commission (SEC) investigations.
Its leader Nana Appiah Mensah, and directors are now being wanted by Ghana Police.
The Criminal Investigations Department (CID) of the Police have indicated that they have corresponded with Interpol on the search for Mensah, popularly known as NAM 1, as well as his cohorts.
Whether there was criminal intent or it is just an unsustainable business gone wrong, only time will tell.
But YEN.com.gh looks at how Menzgold won credibility as a business by using famous people for their public relations and marketing campaign.
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Businesses need to sell a product. But they also need to look believable while selling the products.
That was how the likes of Joselyn Dumas and others came in. They even got Sarkodie to tweet in praise of Mensah.
A well-resourced communications and marketing campaign can call on celebrities, politicians and other influential personalities to help give some credibility.
Fortunately or unfortunately, celebrities are available to the highest bidder.
Nana Appiah Mensah and Menzgold gave off a perception of investment and not just the fact of business. In this vein, nothing helped them more than the establishment of Zylofon Media.
Through Zylofon Media, NAM 1 was able to win goodwill for Menzgold. If you are showbiz person told by a business man that they are interested in your industry, chances are that you will listen.
Stonebwoy and Shatta Wale, among others, got on board.
Now, things have gone south. Some of these celebrities are looking like they did not have much to do with NAM 1, with some waiting till their contracts run out.
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As YEN.com.gh earlier reported Becca, has deleted all photos of the record label Zylofon, as well as Nana Appiah Mensah from her Instagram page.
Going forward, Ghanaians might need to learn about how businesses work. And how they are counting on the public to believe in the trustworthiness of celebrities.
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