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Prophecies now key brand building in Ghanaian politics [Video]

Dr. Samuel Kusi, U.K based Ghanaian scholar

Ghanaian political parties are increasingly leveraging prophecies and religious endorsements as a key component of their branding strategies, according to Dr. Samuel Kusi, Assistant Professor of Marketing at the University of Bradford, UK.

Dr. Kusi argues that parties like the NDC and NPP actively incorporated prophecies and aligned themselves with influential prophets during the 2024 elections to bolster their appeal and sway voter behaviour.

Dr. Kusi posits that some prophets have become closely linked to specific political parties, granting them significant brand recognition and acting as unofficial brand ambassadors.

With their large congregations, these prophets can wield considerable influence over their followers’ voting preferences when their prophecies favour a particular party.

The analyst noted that even prominent figures like then Vice President Dr. Bawumia and H.E. John Mahama sought audiences with Prophet Adom Kyei Duah, a move that exposed their brands to the prophet’s extensive following in the lead-up to …

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