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They allow the brand to quickly and easily connect itself to a person who they believe best exemplifies its core values. Dodge, in particular , has exemplified this approach, appointing people with the title of “ Chief Donut Maker ” and paying a series of YouTube personalities to get tattooed with its logo.
EUREKA MOMENT After a 2007 visit to the Elmina Slave Castle , a former slave-trading depot in Ghana, Johnson had what she calls a “eureka moment.” The app would then suggest the person set aside money. The early adopters who are using the app are so far only transmitting money to Ghana and Kenya.
Egypt’s recent move to recognise quadricycles as public transport makes for a big new business opportunity and sales in FY2025 should rise sharply. Turkey (above) and Ghana are among the global markets where the made-in-India Bajaj Qute already has a presence. More Qutes have been sold overseas than in India.
The English designer Grace Wales Bonner’s colorful Compass Brooch uses hand-painted recycled beads from Ghana and looks quite cool hung near a suit pocket. Jil Sander’s Alexander Calder-esque enamel pin makes a statement with its size, but its flat shape and neutral color won’t draw too much attention if pinned on a knit.
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