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The thin line between branding and storytelling
Every day, new content is developed that represents one or more brands. There is no such thing as a stand-alone piece of content.
Content is created by either individuals or organizations to represent a specific brand.
Making compelling content is making something that will ‘compel’ people to watch, interact with, or even pay to see.
Understanding the fundamental importance of your brand’s legacy and positioning is what will inspire change and action.
Your unique narrative will raise the standard for you, and no one can convey it better than the people who are connected to it.
So here is the story of the brand ‘Asaana and how it has evolved over time.
Believe it or not, The hearts and taste buds of the people of Ghana have always been captivated by Asaana. It has a rich history and a special place in the hearts of all Ghanaians, with a legacy that spanned several generations.
On scorching hot afternoons, when the sun beat down relentlessly on the bustling streets by the Adabraka Market, a suburb in the city of Accra, one would defy all odds to seek solace in a refreshing calabash of Asaana.
Asana is non-alcoholic, though similar to its popular counterpart, malt, Asaana has something truly unique – a taste that resonated with tradition and heritage.
The name Asaana originated from the GA language meaning, ‘Can I taste’? or an answer to the preceding question, ‘You can taste’
Of course, it earned the enviable name from the secret behind its exceptional taste which lay in its carefully guarded recipe of fermented corn fused with caramelized sugar, ice cubes, and others, passed down through generations.
Anyone who enjoys Asaana knows that the sip of the drink brings forth memories of childhood, family gatherings, and festive occasions, Asaana had a real place in our culture.
Despite the presence of carbonated malt drinks and other alternatives, Asaana has managed to hold its ground and even compete favorably. Oh Yes! Favorably.
Those of us who love the drink know that no carbonated drink could replicate the deep-rooted flavor and nostalgia that Asaana embodied. As the story unfolds, we find ourselves on a bear street park nestled in Adabraka, I still remember, just like yesterday, how my colleague footballers after an exhaustive match will rush off the street pitch to fight over the last cup of this beloved calabash drink. Just that, the big calabash that carries the drink was not enough. But that’s the thing, no one can have enough of Asaana. Never rebranded, never advertised, no sales promotions.
For us, it is the invigoration given by the cool and revitalizing taste that only asaana could provide to our sweaty brows and tired bodies that made us opt over and over again for it. But while Asaana had already carved out a special place in the minds of Ghanaians, there is a longing for it to reach even greater heights.
Many believed that if value had been added to this beloved beverage, it could have emerged as a true champion on the global stage. Some of us dreamed of Asaana becoming a symbol of Ghana’s cultural heritage, transcending borders, and introducing the world to the taste of Ghanaian culture.
But until then, the story of Asaana continues as a testament to the enduring spirit of a local ‘malt’, which remained firmly ingrained in the bosom of Ghanaians, as they eagerly await the day it would take its rightful place among the world’s most beloved beverages. ABOUT THE AUTHOR
Daniel Lartey is a social media and public relations expert a Google certified digital marketer, brand strategist, and a leading voice in Africa’s creative industry. Daniel is currently the President of Inkniche Global Ghana, a public relation and social media agency.
Email: dannunoo@gmail.
The Dzidula Pink Foundation, a new organisation dedicated to cancer awareness, early detection, and patient support, has been officially launched in Accra, with a passionate call for national commitment to fighting the disease. The launch event, held last week Friday, carried the theme: “Beyond the diagnosis: A future of restoration, care and courage.”
Speaking at the event, Madam Abena Brigidi, founder and CEO of Nimed Capital Limited, emphasised that cancer remains one of the most devastating health challenges facing families across the country. “Cancer does not discriminate—it affects mothers, fathers, daughters, and sons. It drains families emotionally and financially, and behind every statistic is a human story and a future suddenly thrown into uncertainty,” she said.
Sharing her personal encounters with cancer, having lost both her husband and father to the disease, Madam Brigidi highlighted the emotional, financial, and physical scars left behind. “I stand here not just as a speaker, but as a witness to what cancer can take away,” she stated. “I have watched loved ones fight bravely, and I have felt the deep pain that loss leaves behind.”
She stressed that awareness and early detection are critical to reducing deaths, noting that many Ghanaians still lack access to proper screening, reliable information, and adequate treatment. She appealed to healthcare professionals, corporate institutions, policymakers, the media, and the general public to join hands in the fight. “Early detection saves lives. Your support today can lead to someone’s healing tomorrow,” she said.
Madam Brigidi further called for collective responsibility to sustain the foundation’s mission. “To our medical professionals, we need your expertise. To corporate partners, your resources. To the media, your voice. To policymakers, your support. And to the public, your compassion,” she urged. She also insisted that breast cancer awareness should not be limited to annual campaigns, saying, “Breast cancer awareness must not be seasonal.”
Mrs Diana Fafa Gozo, founder of the Dzidula Pink Foundation, shared her own cancer journey, describing the shock of diagnosis, the fear that followed, and the difficult path through treatment. Her experience transformed her pain into purpose and inspired her to create a foundation to ensure no cancer patient walks alone.
Mrs Gozo explained that many patients struggle not only with treatment costs but also with emotional resilience. She outlined the foundation’s initiatives, which include awareness and early detection campaigns, patient support funds, community outreach, and survival support circles. “This foundation is my offering of gratitude, courage, and compassion and a reminder that no one should walk the cancer journey alone,” she concluded.
By Esinam Jemima Kuatsinu
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The Accra Metropolitan Assembly (AMA) says it will deploy teams of Public Health Officers, members of its Sanitation Taskforce, and labourers, including sweepers and janitors, across all sub-metros to support the third National Sanitation Day exercise.
It explained that these teams will be equipped with waste collection trucks, tippers, and other tools to help with desilting, refuse collection, and transporting waste to approved disposal sites.
The AMA reminded residents that failing to comply with the sanitation directive or refusing to participate in communal labour is an offence.
It said offenders risk a fine of up to 100 penalty units, imprisonment between 30 days and six months, or both, with repeat offenders liable to additional daily penalties.
It urged all residents, traders, transport operators, market women, shop owners, landlords, tenants, and businesses to actively participate in the exercise.
The AMA said it counts on everyone’s collective responsibility to keep Accra clean, liveable, and resilient, especially as the city approaches Christmas and the New Year.
By: Jacob Aggrey
