Commodore Steve Obimpeh, Senior Presidential Advisor, on Wednesday called for a public-private partnership based on consultation, consensus and stakeholder driven research to make the Brand Ghana project a success.
This, he said, would require a clear, credible, appealing, distinctive and thoroughly planned national strategy to approach the wide and diverse marketplace.
Commodore Obimpeh was addressing the opening session of the Brand Ghana Strategy conference, in Accra, where a review strategic draft document was presented to government.
The Brand Ghana Office was established by President John Evans Atta Mills in September 2009, to stimulate economic, social and psychological wellbeing of all Ghanaians, through developing and implementing a proactive and integrated national and international competitive strategy.
It was also to establish a compelling image for Ghana by creating, coordinating and harmonising a persuasive Brand Ghana positioning.
Commodore Obimpeh said the country needed socio-cultural advancement that was backed by a sound and imaginative strategy, which was more a product of intellectual than financial capital.
He said: “We need to attract the attention and commitment of Ghanaians to focus their energies on nation building and development”.
Commodore Obimpeh observed that every act of promotion, exchange or representation by government, civil society, business and sport needed to be seen as an opportunity to build the country’s reputation.
He expressed the hope that all stakeholders would be united by the nation’s brand vision and shared values, to work together and align their policies and acts to a common national strategy.
Commodore Obimpeh commended the team of professional marketers, who collaborated with the Brand Ghana office to put together the document.
Mr Mathias Akotia, Chief Executive Officer, Brand Ghana, said the ultimate goal of Brand Ghana was to stimulate economic, social and psychological wellbeing for all Ghanaians through developing and implementing a proactive and integrated national and international competitive strategy.
He said to attract international attention and goodwill, the image of Ghana needed to be positively differentiated from the other African countries and also from its past history of political instability.
Mr Akotia said the country must be united by a common vision and shared values.