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Anne-Sophie Ave: Changing The Face Of Diplomacy Through The Power Of Personal Branding

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Think of Microsoft and the name Bill Gates immediately comes to mind; Virgin and Richard Branson comes to mind or Apple and Steve Jobs comes to mind.

These leaders have utilized the power of their personal brand to generate love for their organizational brand.

One personality who is utilizing the power of her personal brand to change the face of diplomacy in Ghana is the French Ambassador to Ghana, Anne-Sophie (Akosua) Avé.

PEOPLE & LIFESTYLE

It is said that great brands require great leaders.

Think of Microsoft and the name Bill Gates immediately comes to mind; Virgin and Richard Branson comes to mind or Apple and Steve Jobs comes to mind.

These leaders have utilized the power of their personal brand to generate love for their organizational brand.

One personality who is utilizing the power of her personal brand to change the face of diplomacy in Ghana is the French Ambassador to Ghana, Anne-Sophie (Akosua) Avé.

https://youtube.com/watch?v=G8zsjiTOhFE%3Ffeature%3Doembed

Whilst a country may not be a product like a mobile phone or a television set, there is still no doubt that some branding principles can help diplomats in positioning themselves to win the hearts and minds of their target audiences.

And that is exactly what Anne Sophie Avé has done.

Read Also: Travel Agencies Ask South African Government to End Trophy Hunting

In this article, I will share with you 4 of such branding principles that in my opinion have catapulted her into becoming the Queen of People’s Hearts in such a relatively short period of time.

AUTHENTIC BRAND PERSONALITY

Authenticity is one of the biggest assets of any brand.

Consumers are attracted to brands that are genuine, credible, honest and true to themselves.

No matter where one comes from, humans are naturally drawn to people who care and have the right intentions to help others.

Anne Sophie Avé has stood out as an exemplary Ambassador by being herself; by being HUMAN.

Her genuine love for people and her compassion shines through every interaction she has, making her a great humanitarian. Her ability to empathize has endeared her to the hearts of many.

She is friendly, approachable and down to earth. This has helped her to cultivate meaningful and memorable relationships with different audiences generating positive stories about herself and the country she represents.

No doubt she has become the “queen of people’s hearts.”

  1. UNIQUE POSITIONING STRATEGY

Great brands do not just focus on their products.

They focus on their target consumers, immersing themselves in their consumers’ lives, getting to understand their motivations, their desires, their behaviours and their aspirations.

Read Also: Woodin donates to the “Akosua Fund” of outgoing French ambassador, Anne Sophie AVÉ

By getting into the minds and hearts of their consumers they start to think and act like their consumers.

Consumers get to see themselves in the brand and they are able to lead these consumers to buy into their brand and products.

What Anne Sophie Avé did strategically throughout her term in Ghana was to immerse herself into the lives of her Ghanaian target audience; to think, feel and act like a Ghanaian.

From taking up a Ghanaian name Akosua, to buying foodstuffs at the local market, queuing to buy waakye at the popular waakye joint, traversing parts of the country with her ‘Meet and Connect’ initiative to connect with her target audiences, jamming to Ghanaian music, dressing up in Ghanaian regalia, co-scripting and playing a role in a local TV series to showing her unflinching support for the Ghana Black Stars during the 2022 World Cup qualification.

She has come to be seen as a Ghanaian at heart. It is thus not surprising that she was enstooled as the Nkosuahemaa (Development Queen) of the town, under the stool name “Nana Benneh III” as well as queen mother for her developmental works in the Osu community and Ghana under the name Naa Narley Owaa Oman I.

By integrating into the lives of her Ghanaian audience and gaining acceptance, she has creatively led her Ghanaian target audiences to warmly embrace her “organizational brand” FRANCE and all it stands for.

Great positioning strategy I must say.

  1. GREAT CONTENT MARKETING

Great brands leverage relevant and quality content to engage their customers, building credibility and enhancing visibility.

Anne Sophie Ave has done remarkably well in this regard; creating and hosting an innovative TV show, the first by an Ambassador, “Touch of France” which was adjudged the “TV show of the year” at Ghana Media and Entrepreneurship awards ceremony.

The programme unveils the collaborations of France with Ghana in relation to the theme of the week ranging from football, health, fashion to gastronomy, business, music or holidays, literature, cars, SDGs, heritage, diplomacy, languages or dance.

The program gained popularity due to the choice of addressing subjects with invited Ghanaian celebrity guests who share both their views on the theme of the episode and their experience of France and the French language.

Some of the Ghanaian personalities who have appeared on the show include Sarkodie, Stonebwoy, Bisa Kdei, Becca, Bola Ray, Anita Erskine, Marcel Desailly and Abedi Pele, Juliet Ibrahim, among others.

Coupled with her strong online presence (Instagram, Twitter, Facebook) where she shares exciting content of activities she engages in: from meeting with celebrities and her fans, speaking engagements to visit of tourist attractions.

Her engagement strategy has been spot on. 

  1. IMPACTFUL AND EXPERIENTIAL BRAND ACTIVATIONS

Great brands no longer sell just products; they sell experiences that endears them to the heart of their target consumers through impactful brand activations. 

Anne Sophie Ave has been deliberately collaborative; collaborating with Ghanaian personalities who matter in the Arts and Entertainment industry from musicians to actors/actresses to bloggers during her term as Ambassador.

Her immense involvement in the promotion of Ghanaian Arts, Tourism and Culture both locally and internationally is remarkable.

Her strong belief in selling unique brand experiences through brand activations gave birth to the highly successful Paris in Accra and Accra in Paris concerts, providing a platform for France-based artists such as Passi and Orti to collaborate and perform with Ghanaian artists such as Sarkodie,, Stonebwoy, Becca, Kwabena Kwabena, Gasmilla and Fameye.

Following from the success of these 2 events, it is not surprising that she has received high praise from many Ghanaians.

Just to recap a few of them on Twitter:

Sammy Anim Addo says: “She (Anne Sophie Ave) is a Game Changer. She has changed the face of Diplomacy in Ghana. She associates with the people as much as she can: market women, street kids, vendors and to the Arts & Creative industry, she is the star. To me she deserves a National Honour”.

Another Twitter follower says “A Ghanaian not by colour. Greatest Ambassador to Ghana ever.”

“This woman deserves to be celebrated. Great work contributing to put Ghana on the map.”

“We have to build a statue for this woman. She’s incredible.”

In a little over 3 years, Anne Sophie Ave has been able to connect people’s hearts and minds to her personal brand and ultimately to her “organizational brand” FRANCE.

Through her authentic brand personality, her unique brand positioning, relevant content marketing and the use of impactful and experiential brand activations, she has warmed herself into the hearts of many and has certainly lived up to be the “Queen of People’s Hearts”.

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Wendy Shay donates educational materials to Weija Presbyterian Primary School

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The acclaimed singer welcomed kindred spirits with open arms, pushing them to band together and make a lasting influence on the foundation's noble cause. Wendy Shay ensured that, in addition to educational contributions, entertainment had a role in the donation ceremony, exciting students with live performances of some of her favourites. For the past three years, the Shay Foundation has been pursuing these humanitarian activities with zeal. Below are extracts from the gift.

Wendy Asiamah Addo, also known as Wendy Shay, provided teaching and learning materials to students at the Weija Presbyterian Primary and Junior High School in the Greater Accra Region on Monday, November 20, 2023, through her organisation Shay Foundation.

Branded exercise books, newly made school uniforms, detergents, and refreshing drinking water were among the kind donations.

This charitable deed, which honoured International Children’s Day, demonstrates Wendy Shay’s dedication to encouraging student access to critical educational resources.

Speaking to the students and staff of the school, the ‘Bedroom Commando’ crooner said, “Shay Foundation is a nonprofit organisation that is committed to seeing to the welfare of both young and old. The organisation aims to support the educational needs of the community. Our main mission is to provide equitable access to quality education for underserved communities. It’s sad to see people drop out of school because they do not have the proper materials. Education is the key to the future, and we must do everything possible to make sure that every child has access.”

The acclaimed singer welcomed kindred spirits with open arms, pushing them to band together and make a lasting influence on the foundation’s noble cause.

Wendy Shay ensured that, in addition to educational contributions, entertainment had a role in the donation ceremony, exciting students with live performances of some of her favourites.

For the past three years, the Shay Foundation has been pursuing these humanitarian activities with zeal.

Below are extracts from the gift.

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Burna Boy named Afrobeats Artiste at the 2023 BMAs

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Meanwhile, Rema's Calm Down remix with Selena Gomez was named Top Afrobeats Song.

Burna Boy, a Nigerian music singer, has been crowned the best Afrobeats act at the 2023 Billboard Music Awards (BMAs).

Burna Boy defeated other musicians Libianca, Rema, Tems, and Wizkid.

Accepting the award on Sunday, the African legend stated, “This is dedicated to Africa and every artiste coming out of Africa now, the future is bright.”This is only the tip of the iceberg, but you’ll see the entire concept shortly. “I salute you, love.”

Meanwhile, Rema’s Calm Down remix with Selena Gomez was named Top Afrobeats Song.

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Ex-husband drags Xandy Kamel on social media again

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"I was still in my wedding gown when the marital problems began." People began phoning to tell me they were having an affair with my husband. In my marriage, I've only felt happy for 5 minutes. We didn't even have sex. "I think we made love about six times in our one year together," a depressed Xandy admitted. Kaninja claims the marriage collapsed because Xandy was more preoccupied with her lesbian lovers rather than their marriage. He added that his ex-wife portraying the victim is merely a front to hide her embarrassment. Kaninja stated that Xandy is unsuitable for marriage since she cannot even arrange her matrimonial bed or clean.

King Kaninja, the ex-husband of actress Xandy Kamel, has reacted to charges that his casual attitude and infidelity spree ended their two-year marriage.

His recent outburst comes in response to an interview Xandy gave on Delay Show, in which she declared, among other things, that she was the family earner, rented their house, and paid all the expenses.

She also said she had over GH30,000 in her account at the time of her wedding, but that amount had been reduced to barely over GH100 in two years.

Xandy also discussed the trauma she faced in her marriage, which cost her two pregnancies.

“I was still in my wedding gown when the marital problems began.” People began phoning to tell me they were having an affair with my husband. In my marriage, I’ve only felt happy for 5 minutes. We didn’t even have sex. “I think we made love about six times in our one year together,” a depressed Xandy admitted.

Kaninja claims the marriage collapsed because Xandy was more preoccupied with her lesbian lovers rather than their marriage.

He added that his ex-wife portrayed the victim as merely a front to hide her embarrassment.

Kaninja stated that Xandy is unsuitable for marriage since she cannot even arrange her matrimonial bed or clean it.

Even routine household duties, he claimed Xandy’s mother was doing.

Kaninja, who had opted not to respond, stated that he felt compelled to clear his name.

He claims he hasn’t spoken up because he doesn’t want to get involved in the dirt like his ex-wife.

“The reason I don’t pay attention to some of this news is that eagles and pigs aren’t natural enemies.” Pigs adore playing in the mud, therefore there is no need to accompany them there. “When you follow them, you become dirty like them,” he grumbled.

Kaninja stated that if Xandy did not stop firing, he would be forced to unleash all of the bombshells.

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