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On the Practice and Theory of Marketing Brands in Africa Read chapter Read first chapter

2021 | OriginalPaper | Chapter

3. Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam

Authors : Sydney Scott Sam, Samuelson Appau

Published in: Marketing Brands in Africa

Publisher: Springer International Publishing

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Abstract

Sydney Scott Sam is the founder of Workspace Global, a Ghana-based tech-oriented brand communications company and a 2019 Forbes 30 under 30 successful entrepreneur in Africa. He is a branding expert who focuses on start-ups and entrepreneurs. In this interview, Sydney discusses the prospects of Africa’s start-up space, current start-up branding approaches, success stories and offers concrete advise for African start-ups to build and grow their brands to become global success stories while staying authentic to their African roots.

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previous chapter The History and Evolution of Branding in Africa
next chapter Sustainability Marketing and African University Brands: The Case of the University of Ghana
Literature
Figueiredo, B., Gopaldas, A., & Fischer, E. (2017). The construction of qualitative research articles: A conversation with Eileen Fischer. Consumption Markets & Culture, 20(4), 297–305.CrossRef
Metadata
Title
Branding Start-Ups in Africa: A Conversation with Sydney Scott Sam
Authors
Sydney Scott Sam
Samuelson Appau
Copyright Year
2021
Book
Marketing Brands in Africa

Print ISBN: 978-3-030-77203-1

Electronic ISBN: 978-3-030-77204-8

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-77204-8_3