Minister for Information, Kojo Oppong Nkrumah, has urged for a strategic revamp of Ghana’s structures to ensure the nation is well-prepared for a forward-looking future.
He made these remarks while addressing a captivated audience at the 6th Africa Rising Conference organized by the International Advertising Association (IAA) on September 5, 2023.
Mr. Oppong Nkrumah emphasized the critical necessity for Ghana to embrace innovative and adaptable structures. He drew parallels between the nation’s development and the strategies employed by corporate brands in navigating a changing landscape.
Speaking under the theme “Building Future-Ready Brands,” the Minister emphasized that, just as corporate brands must define their purpose, Ghana as a nation must also articulate its overarching purpose. He emphasized that this process entails tackling challenging questions and making courageous decisions, all of which should ultimately benefit 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 national 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.
The Minister stressed the importance of prioritizing forward-thinking over clinging to the past and highlighted that becoming a “Brand Ghana” ready for the future requires courage and a willingness to challenge the status quo, irrespective of whose interests may be impacted.
“We work for Brand Ghana, not political parties, religious groups, or ethnic divisions,” Oppong Nkrumah declared. 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,” the Minister said. He emphasized values such as community, integrity, responsibility, and entrepreneurship, urging a collective commitment to these principles,” he said.
The conference featured a distinguished lineup of 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.
Since its inception in 2015, the Africa Rising conference has been a pivotal event on the MarCom (Marketing Communications) calendar across the continent. It consistently draws 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 played a leading role in fostering a dynamic MarCom industry across Africa while advancing the IAA’s agenda in the region.
