Remember the Time ?
So did President Obama’s visit to Ghana help build the Ghana brand ? If yes what can you remember ? Well, a CNN search of ‘Ghana’ today (Thursday July 16th 2009) shows perhaps the message decay has already set in, and the lead story is about a charity that donates used computers to village schools
. Great stuff, but what does brand Ghana actually stand for ?What’s great about Brand Ghana
From the CNN reports I give top marks for clearly identifiable core values
of democracy and independence, and a solid brand character
of passionate, proud, and hopeful. However, with no clear overall equity – and no real executional elements Im left a little disappointed.Execution, execution, execution…
Yes there were merchandise and memorabilia (sold locally of course)and even official songs
but without a video there’s no chance to generate the 3m+ views that eg the United Breaks Guitars song
has achieved on Youtube. The missed opportunity here is develop a visual identity that could travel the world and lodge in peoples minds.Visual Brand icons
Simple question - from this event what will the international consumer (ie viewer) take away ?
As awareness slips, a simple distinctive visual identity would help recollection. I’m not saying its easy to do, but two great recent examples :
1. Michael Jackson’s memorial service silver glove and aviator shades
2. fireworks and the singing girl from the Beijing OlympicsUnfortunately for Ghana, from president Obama’s trip, all I can clearly remember is, well President Obama in a suit....