In an era where global markets celebrate cultural identity and originality, Ghana stands at a critical crossroads. We have introduced marketing as a discipline in our universities, invested heavily in education, and sent students abroad through prestigious scholarship schemes. Yet, as a nation, we have failed to apply this knowledge and training to one of our greatest assets: our indigenous products. Imagine a world where kente, batakari, gari, akpeteshie, dzomi, apapransa, and other authentic Ghanaian creations stand shoulder to shoulder with global icons like pizza, tequila, or Cubavera shirts. These internationally recognized items were once local, just like ours. The difference is that strategic, long-term marketing turned them into billion-dollar industries. This is where Ghana has faltered.
