In the first two articles of this series, we examined how the One Square Mile Project can be marketed through cultural ambassadors – beginning with Ghana’s diaspora stars who embody both heritage and global influence.
Yet cultural marketing does not stop with ancestry. Equally powerful are the stories of global icons who have voluntarily embraced Ghana, choosing the country as a home, a source of inspiration, or a place of belonging.
These figures – Stevie Wonder, Rita Marley, and even Ed Sheeran – represent what marketers call emotional adopters. They may not share Ghanaian bloodlines, but they share Ghana’s heartbeat. Their presence and advocacy tap into principles of consumer behaviour, emotional branding, and customer advocacy, offering another layer of credibility to the One Square Mile campaign.
Consumer behaviour and the power of identification
In marketing, consumer behaviour is shaped not just by rational calculations but by social identification – the tendency of people to model their choices on figures they admire. When icons voluntarily align themselves with a brand or place, audiences perceive that choice as authentic and aspirational.
Take Stevie Wonder, who recently became a Ghanaian citizen. His decision reflects not a business deal but a heartfelt alignment with Ghana’s values of freedom, creativity, and cultural richness. For global audiences, this signals that Ghana is not just a country to visit but a community to join. That subtle shift – from product to community – is at the heart of consumer behaviour and brand adoption.
Rita Marley, who has lived in Ghana for decades, provides a similar example. Her long-term residency and advocacy for Ghana as a cultural haven validate the nation’s appeal as a place where global icons can build meaningful lives. For audiences, this turns Ghana into more than an economic destination; it becomes an aspirational lifestyle brand.
Emotional branding – Selling the feeling, not the facts
Traditional place marketing often emphasizes rational appeals – tax incentives, infrastructure, and trade agreements. But emotional branding recognizes that decisions are driven as much by feelings as by facts. Ghana’s advantage lies in the emotional narratives these adopters create.
Ed Sheeran offers a unique case. While he has no Ghanaian ancestry, his collaborations with Fuse ODG and his time spent recording in Ghana demonstrate an emotional connection that millions of fans can relate to. For a young audience in Europe or North America, if Ed Sheeran feels at home in Ghana, then Ghana becomes not just a distant place on the map but a place that feels accessible and welcoming.
Emotional branding works because it shifts the message from “Here is what Ghana offers” to “Here is how Ghana makes you feel.” By showcasing the emotional adopters who have chosen Ghana, the One Square Mile campaign can sell not only a digital economy but also a sense of belonging, warmth, and creativity.
Customer advocacy – Turning icons into evangelists
In marketing, customer advocacy occurs when satisfied customers voluntarily promote a brand. Emotional adopters are, in effect, Ghana’s most influential customers. They have experienced the product – Ghana itself – and become natural advocates for its value.
Stevie Wonder can speak about Ghana as a place of personal freedom and cultural acceptance. Rita Marley can testify to its stability and spiritual depth. Ed Sheeran can tell the story of how Ghana influenced his music. These testimonials are more persuasive than government reports or investment prospectuses because they are rooted in personal experience.
By positioning these icons as advocates for the One Square Mile, Ghana transforms them into storytellers who market the project not through transactions but through authentic endorsement. Their advocacy aligns with what modern consumers seek: voices they trust over institutions they doubt.
Why this strategy over others?
One might ask: why emphasize emotional adopters when Ghana already has diaspora stars and local icons? The answer lies in diversification of appeal.
Diaspora stars primarily resonate with audiences seeking cultural reconnection. Local icons resonate strongly with domestic and African audiences. Emotional adopters, however, appeal to a universal market – those who may have no ancestral link to Ghana but who can be persuaded through shared admiration for global icons. This widens the funnel of influence, reaching demographics that might otherwise remain untouched.
In marketing terms, emotional adopters help Ghana achieve market expansion – extending the reach of the One Square Mile campaign into new geographies and psychographic segments. This layered approach ensures that the brand message does not become one-dimensional but resonates across diverse consumer bases.
Linking forward – From adopters to local anchors
So far, we have seen how diaspora stars and emotional adopters can market the One Square Mile globally. But for the project to succeed, it must also secure buy-in at home. Marketing is not just about external appeal; it must also build domestic legitimacy.
This is where Ghana’s homegrown talent – its musicians, actors, and cultural leaders – play a vital role. Figures like Sarkodie, Stonebwoy, Jackie Appiah, and John Dumelo can turn the One Square Mile into a symbol of national pride, while also extending its reach across Africa through their pan-African influence.
The next article will explore how these local icons can function as nation-builders, creating internal momentum for the One Square Mile while projecting Ghana’s creative identity across the continent.
>>>the writer is a PhD researcher specializing in blockchains and decentralized finance at the University of Bradford. He holds an MBA in International Marketing and a post-graduate certificate is research from the International University of Monaco. Sammy was the first president of the Ghana Business Outsourcing Association and developed Africa’s first data entry operation and Ghana’s first medical transcription company. He can be reached via sammyomanye@gmail.com
