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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.
Ghana’s parliament has marked the 2nd edition of May Day 2026 under the theme “ Welcome Home”.
It was special day meant to celebrate the invaluable support of the workforce, recognizing the commitment, resilience, and contributions of workers to institutional growth and national development.
Delivering the message on behalf of the Speaker, the 1st Deputy Speaker, Bernard Ahiafor, described the theme as very apt, appropriate, and timely, noting that Parliament is more than a workplace, it is a shared home.
He emphasized that we cannot speak about work without speaking about people, reminding everyone that the true measure of our work is the well-being of our people.
He urged that our traditional clothing become an integral part of our everyday clothing, and that our local languages must become integral to our daily lives, interwoven into education and practiced at home.
Referencing Standing Order 63, which captures the use of local language as optional in deliberations, he encouraged a renewed commitment to identity, saying it is significant that we “come home” and present who we are so future generations can inherit a story they can fully tell.
The Clerk, Mr. Ebenezer Ahumah Djietror, in his remarks commended officers for their dedication and devotion to duty, calling on them to go the extra mile and leave legacies.
Echoing the reminder that an unexamined life is not worth living, he described the event as an invitation to reconnect with our roots through cultural revival.
The Deputy Clerk, C&FMS, Dr. Gloria Sarku Kumawu, urged all not to forget their roots, the people behind the stories of ministries, industries, and the strides made both in-house and beyond.
What began last year has now become a meaningful tradition, showcasing Ghanaian heritage, fostering unity, and encouraging innovation under the principle of diversity for unity and diversity for progress, she added.
The gathering brought together leadership, public officials, and staff across all levels, along with the media, standing as a unifying platform that honored service, celebrated culture, and reaffirmed a shared commitment to national development.
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Manhyia would serve as Ghana’s unifying force …Otumfuo assures on commemoration of 27 years on the Golden Stool
The Asantehene, Otumfuo Osei Tutu II, last Friday celebrated his 27th enstoolment with a colourful and culture-rich ceremony at the Manhyia Palace in Kumasi, drawing a distinguished gathering of dignitaries from across Ghana and beyond.
Clad in splendid kente and adorned in rich traditional regalia, the dignitaries added colour and elegance to the occasion, as the palace grounds came alive with a vibrant display of Ghanaian culture.
Traditional drumming, dancing and symbolic rites underscored the deep-rooted heritage of the Ashanti Kingdom, captivating guests and reaffirming the value of tradition in modern society.
Speaking at a high-level Executive Gala organised by the Diaspora Affairs Office of the Office of the President in strategic partnership with the E ON 3 Group, the ‘World-Meets-in-Ghana’ gala, the Asantehene urged Ghanaians to guard against the divisive tendencies of partisan politics.
The event was to honour the Asantehene’s nearly three-decade reign under the theme ‘Advancing Peace and Sustainable Economic Development through Royal Vision’.
Otumfuo Osei Tutu II noted that such attitudes threatened the country’s long-standing values of unity, civility and brotherliness.
He assured that Manhyia would continue to serve as a unifying force for the nation.
The celebration also featured the presentation of commemorative gold coins to notable national leaders, including the President, John Dramani Mahama, former Presidents John Agyekum Kufuor and Nana Addo Dankwa Akufo-Addo as well as Dr Mahamudu Bawumia, a former Vice President in recognition of their contributions to peace and national development.
By Spectator Reporter
