Wugah Shaddrack Selali on Tuition Jrnl: Virality Is Overrated: What Ghanaian Brands Get Wrong About Marketing

About this conversation

An episode of Tuition Journal featuring Wugah Shaddrack Selali. The published episode covers the difference between marketing and advertising, why advertising cannot rescue a poor product, why virality does not always translate into lasting brand value, consumer psychology and pricing, brand rivalries, localization, sponsorship, Ghanaian buying habits, building the IPC Volleyball Club brand, what the Ghana Premier League can learn from global sports brands, and how intentional social media is helping a Presbyterian church connect with a younger generation.

The episode sits close to the work I do every day across marketing and brand consultancy and sports marketing. You can read more about my background on the about page, or browse the insights archive for the written version of these arguments.

Topics covered in the episode

• What exactly is marketing
• Why advertising cannot save a bad product
• Research before creating the product
• Attention is rented, but brand meaning is owned
• Why Coke and Pepsi's rivalry works
• The psychology behind buying decisions
• Pricing, colour and consumer perception
• Building the IPC Volleyball Club brand
• What sponsors expect in return
• Why brands must localize their marketing

Topics listed above follow the chapters published with the episode on YouTube.