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Focus on the Competition and Lose Your Product: A Political Marketing Lesson Ghana Must Learn

In every competitive space, business, sports, politics, the instinct to outdo the opponent is strong. But in marketing, that instinct can be fatal if it becomes obsessive. The brutal truth is this: focus too much on the competition, and you will lose your product. Political marketing, especially in Ghana, is dangerously guilty of this strategic misstep. Our campaigns are often more obsessed with destroying opponents than with building brands, more focused on discrediting rivals than on delivering a compelling value proposition to voters. The result is a political marketplace full of noise, bitterness, and cynicism with very little trust in the actual product: leadership.


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