Ghana's Brands Should Embrace Cultural Storytelling Over Foreign Models, Prominent Marketing Firm Says
Ghana's Brands Should Embrace Cultural Storytelling Over Foreign Models, Prominent Marketing Firm Says
Local brands should return to authentic cultural storytelling as the key to both domestic and international success, Ghana's leading advertising executive William Yaw Ansah said.
"When we ignore our own stories, we lose the connection not only with our culture but also with our people," Ansah told the media.
Embracing uniquely Ghanaian elements—from highlife music to local humor and traditional festivals—provides a powerful foundation for brand identity, Ansah argued.
He pointed to successful local brands that have leveraged cultural roots for recognition and pride.
While acknowledging the strategic lessons from global brands, Ansah insists that Ghanaian companies can achieve distinction by staying true to their cultural heritage, creating resonant stories that connect with consumers on a deeper level.
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