Let’s do more to grow Ghana’s brand appeal – CEO of Origin8

The Chief Executive Officer of Origin8, an advertising company, Mr William Yaw Ansah, has underlined the need for more deliberate and aggressive efforts to grow Ghana’s “brand appeal”.

Hyping the country’s political stability and fairly stable inflation might appear impressive, but he insists, that is simply not enough to attract businesses and investments.

Mr Ansah, who spoke to the Ghana News Agency (GNA) in Kumasi, said there should be a “unique selling proposition” that should distinguish the country from all others.

“It must be something that competitors and other nations could neither do, nor offer. It must be unique – either in the brand Ghana or in a claim the rest of the competition does not make.”

He noted that the “greatest disservice we have done to ourselves as a country is how we have ignored professionals and made ourselves masters of all to the disadvantage of the country and internationally”.

Mr Ansah said the nation had in the past been marketed through a simple, straightforward, but powerful and strategic message “The Gold Coast of Africa” – a message that sounds simple but falls straight into the bosom of marketing”.

“We need to be able to list our biggest distinctive benefits and define our promise to investors”, he said, adding that, this job must be left to the marketers whilst the politicians and economists do what they know best.

Source: GNA