Ghana@50 – celebrating the nation: an eyewitness account from Accra /// Arbeitspapiere / Institut für Ethnologie und Afrikastudien ; 83

This article offers an account of the 50th Ghanaian independence-day celebrations during March 2007. The multi-perspective approach examines how celebrations were experienced in the Ghanaian capital Accra by the political elite and the grass roots at a variety of official and unofficial events that took place on 5 and 6 March 2007. During the festivities the authors accompanied Ghanaian friends from different political factions and thus provide close-hand accounts of political controversies over issues regarding how the nation ought to organise and celebrate its Independence Day, controversies which provide important insights into Ghanaian political culture. From this it is clear that the celebrations not only serve as expressions of national pride but also moments of critical reflection on the nation, national values and socio-political unity. These reflections, manifest as disputes about national and ethnic symbols, centre on the conditions and limits of political, social, ethnic and regional inclusiveness. At the same time, underlying such disputes are commonalities resting not on substantive symbols, cultural traits or other objectifiable characteristics, but on a Ghanaian consensus to agree on the issues at stake and on the rules of debate. Controversy thus functions not to divide but rather to strengthen national consciousness and deepen a sense of commonality that Ghanaians generally express as their commitment to ‘unity in diversity’.

Brand formative design - development and assessment of product design from a future, brand and consumer perspective

With this dissertation research we investigate intersections between design and marketing and in this respect, which factors do contribute that a product design becomes brand formative. We have developed a Brand Formative Design (BFD) framework, which investigates individual design features in a holistic, comparable, brand relevant, and consumer specific context. We discuss what kinds of characteristics contribute to BFD but also illuminate how they should be applied and examine: rnA holistic framework leading to Brand Formative Design. Identification and assessment of BFD Drivers. The dissection of products into three Distinctive Design Levels. The detection of surprising design preferences. The appropriate degree of scheme deviation with evolutionary design. Simulated BFD development processes with three different products and the integration of consumers. Future oriented objectification, comparability and assessment of design. Recommendations for the management of design in a brand specific context. Design is a product feature, which contributes significantly to the success of products. However, the development of new design contains challenges. Design can hardly be objectified; many people have an opinion concerning the attractiveness of new products but cannot formulate their future preferences. Product design is widely developed based on intuition, which can be difficult for the management of design. Here the concept of Brand Formative Design can provide a framework which contributes to structure, objectify, develop and assess new evolutionary design in brand and future relevant contexts, but also integrates consumers and their preferences without restricting creativity too much.