Before we get into this, this is still a developing theory. Part research, part observation, part “this is interesting enough to not ignore.” It’s been tested in different markets globally, but in our context here in Ghana, it’s still being explored.

So, think of this as a working idea rather than a fixed conclusion. We’d genuinely like to hear what you think.

Special mention to @Becelli Fashion Studio for unintentionally sparking this line of thought. Not through deliberate branding, but through something more subtle.

(Becelli Fashion Studio)

We’ll explain.

The rabbit that did nothing… but said everything

On a recent visit out of town, I spotted rabbits on a farm and my brain immediately went: Becelli.

That’s it. No campaign. No branding rollout. No strategic “mascot moment.”

That is the part that made me pause, they might be on to something without even thinking about it.

Because the brand had not “used” the rabbit in any marketing sense, if we are mistaken, these rabbits are more likely to be pets at their flagship store. Yet it had already started occupying a symbolic space in memory. Quietly, Subconsciously.

Now, this may not be intentional at all. But in marketing, intention is not always required for effect. Sometimes association is enough.

So what is actually happening here?

There is a well-documented marketing principle at play here: animals trigger emotional processing faster than logical processing.

Before we interpret meaning, we feel something. Some animals do not need paragraphs of explanation in certain cultural contexts.

The brain translates the symbol first. The reasoning comes later.

Animals already mean something before you assign meaning

Animals are not neutral symbols. They carry built-in emotional weight:

• Lion → dominance, authority, control

• Dove → peace, softness, purity

• Snake → danger, strategy, unpredictability

• Rabbit → gentleness, vulnerability, approachability

So when a brand is associated with an animal (directly or indirectly), it inherits those emotional shortcuts.

No long storytelling required.

Even when it’s just in the name

Take ‘‘Dzata Cement’’ for example.

“Dzata” translates to lion.

Even without an actual lion in sight, the brand already carries the psychological imprint of: strength, seriousness, and power.

That’s perception architecture.

And perception in marketing, often matters more than product features.

So what does this mean for branding in Ghana?

Is this something Ghanaian brands can actively adopt?

• Animals exist in our culture

• Animals exist in our environment

• Animals exist in our language and symbolism

The strategic angle (let’s say a brand was considering)

If a brand were to use animals intentionally, It would be about emotional positioning:

• Bold brands → predators, power animals, apex symbols

• Soft brands → domestic, gentle, familiar animals

• Luxury brands → rare, elegant, controlled symbolism

• Creative brands → unexpected or hybrid symbolism

The point is not the animal itself.

The point is the emotional shortcut it creates in the consumer’s mind.

So the real debate isn’t whether animals can be used in branding.

It is whether our market has been underestimating how much emotion drives recall.

What do you think, do we actually have a strong enough “animal culture” in Ghana for this to work at scale, or is this one of those imported marketing ideas that only works in theory?

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Being a marketing and communications major student has taught me to observe, analyse and find the “whys”. Why did they decide to take this direction with this product / service? Why are they approaching this situation from this angle? Why is this product placed at this particular side of the aisle? Why is production done at this time of the season? A plethora of “whys” to go through.
Made me wonder how are we answering these whys? How are we engaging customers, maximizing profits, standing out and honestly I am a major fun of what is happening in our space right now.
I have spent time watching the market and it’s clear Ghana’s creative landscape keeps changing the narrative daily and this is absolutely explosive. From fashion to tech to finance and entertainment. There is so much colour and creativity in story telling and it’s truly admirable to see how we are beginning to change the narrative of traditional marketing and PR.
The way Ghanaian brands are connecting with their audience is transforming. Local campaigns are becoming sharper, more intentional and deeply rooted in unique context.

We are seeing storytelling that is authentically Ghanaian, digital strategies that speak directly to our local market, PR moves that are bold, smart and culturally resonant.
CIC is here to celebrate the dynamic evolution of Marketing and Public Relations within the Ghanaian context , we have recognized the Ghanian cultural and commercial landscape is undergoing a vibrant transformation ,leading to a new era of sophisticated , creative and localized brand communication. Our mission is to document, dissect and champion this “Renaissance”.

So to begin , “What recent Campaign has made you genuinely think , “Ah, that was genius”?


signed,
N.Y

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