Minister for Information Mr. Kojo Oppong Nkrumah has called for a strategic overhaul of Ghana’s structures that will uphold ethical and social responsibilities as well as create deeper connections with customers who share these values.
This, he noted, should foster stronger connections with customers who align with these values, as consumers increasingly seek brands that mirror their ethical and social concerns.
Mr. Oppong Nkrumah made the call when addressed a captivated audience at the 6thAfrica Rising Conference of theInternational Advertising Association (IAA) in Accra yesterday.
He emphasized the critical need for Ghana to adopt innovative and adaptable structures, drawing parallels between the nation’s evolution and the strategies employed by corporate brands in a highly competitive global market.
Speaking on the theme: “Building Future-Ready Brands,” the Information Minister stressed that just as corporate brands must define their purpose.
“We as a nation, must also articulate our overarching purpose,” he added.
According to him, a brand’s assurance should prioritize substance over form and this encompasses maintaining unwavering quality and consistency in products or services, aligning with the specific needs and desires of the target audience through a distinct value proposition, and fostering trust and reliability, even when facing challenges.
This, he emphasised, should resonate across all touchpoints, spanning marketing, sales, customer support, and post-purchase service, reinforcing the brand’s promise to provide value and quality.
Mr. Oppong Nkrumah said this process requires confronting difficult questions and making bold decisions, one that must inure to the benefit of the country.
“Just as we are asking corporate brands to introspect and answer these critical questions to shape their purpose and be future ready, we as a nation must do the same. Whether a corporate or a nation brand, to be future ready, these are some of the difficult considerations we must make.
“And when we are done, we must be bold to shed off some things we have done for a while. We must take the tough decisions to take new paths without regard to whose ox is gored so that we stand a better chance of being ready for the future rather than champions of the past,” he said.
Mr. Oppong Nkrumah underscored the need for the nation to prioritize forward-thinking over being champions of the past, emphasizing that the path to a future-ready “Brand Ghana” demands courage and a willingness to challenge the status quo urging that this transformation must occur without regard to whose interests may be affected.
“We work for Brand Ghana, not political parties, religious groups, or ethnic divisions,” Mr. Oppong who is also the Member of Parliament (MP) for Ofoase-Ayirebi stated.
He stressed the importance of defining a unified purpose for Brand Ghana that resonates with all citizens, not just a select few.
“We must do better at setting out and upholding a set of norms that all of us, not some, will live by,” he added.
Mr. Oppong Nkrumah called for collective commitment of values such as community, integrity, responsibility, and entrepreneurship.
The conference featured a lineup of distinguished speakers, including Chairman and World President of the IAA, Sasan Saeidi; President of the Advertising Association of Ghana, Andrew Ackah; CEO of X3M IDEAS, Steve Babaeko; Co-founder and MD of Zeepay, Andrew Takyi-Appiah, and other notable dignitaries.
About Africa Rising Conference
Since its inception in 2015, the Africa Rising conference has been a pivotal event on the MarCom calendar across the continent, drawing influential marketing communications professionals from Africa and around the world.
With five successful editions since its launch and consistently attracting over 400 participants annually, Africa Rising has been a leading force in nurturing a dynamic MarCom industry across Africa while advancing the IAA’s agenda in the region.
