Brands are built from within to without  

Every respected Ghanaian brand, whether a top bank or that popular waakye spot with a long queue, all began from within. It wasn't with a logo or marketing, but with people. My personal branding philosophy is simple: brands are built from within to without, not the other way round. If the internal culture, values, and employee experience are broken, no external marketing or PR campaigns can fix it for long. You can buy billboards from Accra Mall to Kejetia, but if your frontline staff feel u...

By Caleb Ahinakwah