Popular Ghanaian Culture as a clever tool for branding

Workshop Attendees

On the 16th of November 2019, OPENSPACE in collaboration with SB Incubator presented a workshop on ‘Popular Ghanaian Culture As A Clever Tool For Branding’. The workshop was presented by a Ghanaian expert, Samuelson Appau, Ph.D. Marketing and Assistant Professor of Marketing from RMIT University Australia at the SB Incubator, Silver Star Towers, Accra, Ghana. The workshop’s objective was to share relevant skills and knowledge needed by African entrepreneurs struggling to hack the branding game in local and international markets.

More images from the workshop

The workshop presented the opportunity for entrepreneurs to tap into practical skills and knowledge for Brand Positioning, utilizing culture as a resource in brand identity and much more! Moving forward, these are a few things I think you should keep in mind as clearly laid out by our expert Samuelson Appau; Everybody can buy from you but you can’t market to everybody, there is nothing like bad marketing. There is only good marketing targeted at the wrong audience. Lastly, targeting is not about whom you’re selling to but rather whom you’re marketing to! Think big, start small, start now!

Written by Margaret Mathenge