Why We Must Rebrand Nigeria

Why Nigeria Must Be Rebranded Uche Nworah (uchenworah@yahoo.com) Since the Honourable Minister of Information and Communications, Prof. (Mrs.) Dora Akunyili announced her ministry’s intentions and commitment to revamping the national rebranding campaign begun by Chukwuemeka Chikelu, former Minister of Information during the Olusegun Obasanjo government, a lot has been written in the press, and debated on the internet, TV and Radio concerning the pros, cons and timing of such a national image campaign. Some of these debates bother on the presumed cost of such a campaign with the debaters wondering if the federal government could not channel the funds meant for the rebranding campaign to other areas requiring urgent attention. With due regards to the opinions of those who have argued strongly against such a campaign, in the context of today’s realities, the question should no longer be whether Nigeria should ini...Read the full article.

[denker]

uche, nwokem, na wetin una want to rebrand self..una dey confuse moi...lol!

[Ranter]

How about producing some electricity first as every rebranding tool uses energy.

Tourists ke?

[Fjord]

According to Sunday Dare, Senior Special Assistant to the Minister of Information and Communications and a member of the technical committee of the rebranding project, “Nigerians have demonstrated support for this exercise through the thousands of entries received by the ministry during the call for logo and slogan submissions”.

And this Mr. Dare dares to advance this as a measure of support? How about people wanting to make some money/fame?

Look, rebranders need to understand sth: there's no better sell than a performing government. Provide electricity (ask Ghana how they did it), tackle an economy dependent on the Niger Delta (there're numerous other natural resources and other stuff for export), tackle unemployment, tackle corruption, tackle incompetence in government. There's no better rebranding than these programs.

It's nonsense to be talking of some jobs-for-the-boys media campaign when these ills remain; it's window dressing; truth will always out. Y'know, 'beauty' (as made by an expensive rebranding campaign) fades; but dumb (as personified in an incompetent government, inferior logic - see Mr. Dare's piece of foolishness above) could be be permanent.

Let's move on to practical things better than a media charade.
.

[Danmeka]

Before you rebrand you need to get your house in order,Fjord, Ranter denker have said it all.When the basic infrastructures are in place and providing a condusive enviroment for its citizens then rebranding will come naturally.Creating a panel is just a waste of time, resources and yes men and women who see evil and tell us it is good.
I believe Nigerians are dynamic people if given the right environment but when a government cannot provide the basic infrastrutures for its citizens what do you expect them to do.Fraud,419,illegal activities both at home and abroad since those in power are doing it and are welcome as heros back in their villages, need I say more.

[ELAWALO]

Hi
Sincere commited and concerted action towards our challenges speaks volumes louder than any form of re branding. I have a question for you Uche to ponder .. How do you re brand a nation that is plagued with darkness, total breakdown of civic and social infrastructure ??
This re branding rhetoric is just another talk shop -come chop gimmick. Why waste time and resources on esoteric pursuits, when the underlying causes and symptoms are ignored.
De Uche I expect you to put this rebranding thing in proper perspective, and not join the band wagon of those who are oozing noise odium and ridicule from every orifice of their anatomy.
Come again please UCHE... with realistic expectations PLEASE !!

[Eja]

Excellent article Uche.

The only thing I disagree with is the use of the word "rebranding" to describe the exercise. You see, when one sees that word, it is hard to silence the inner voices that whisper "Scam afoot!! Scam afoot!!"

"Rebranding" is what polluting oil companies, international mercenary organisations and murderous drug companies do when their current brand has outlived its usefulness as a commercial communication tool.

Therefore, perhaps a better title can be found for the exercise; preferably one that will not carry such an implicit and persistent admission that the product is faulty.

And why should we be wary of such an admission? For the same reason that a lawyer defending a person charged with theft will not make an opening statement before a jury with the words "My client, the reformed thief...."

As to the objection that is based on the premise that there are other more important things to be dealt with, this can be answered by reminding the objectors that different government apparatus have different functions. Division of labour works best when all components mind and seek nothing more than to excel at their allocated tasks. It is not the job of the Information Minister to revamp the electricity infrastructure. Her/His primary task is to see to it that information is marshaled in a way that is of best service to the country.

Now, since what is being spoken of here does not merely involve "selling Nigeria" to foreigners but, is actually more about getting Nigerians to think positively about their country, it should not be hard to see how the results that will come from the correct implementation of this exercise can be beneficial across the board.

For example, if one campaign involves selling the image of performing Governors not merely as indigenes of their States but, primarily as successful Nigerians, then, it will be harder for those Governors who are not performing to keep bamboozling their populace with empty slogans and endless initiative launchings.

In other words, if the successes in one region are persistently held up as examples of what is possible in Nigeria, then people will be more resolute when it comes to taking steps to disempower the ones that are preventing them from enjoying those benefits that should by right accrue to ones who assent to live under the rule of a government.

The major part of what it means to be a human being is tied up with our awareness. Therefore, this exercise, if executed resolutely and in good faith, could have a most profound effect on the lives of all Nigerians. In other words, the information that we are exposed to is what determines what we are. If we keep being bombarded with the sort of information that lowers our expectations WRT what it means to be a Nigerian, then, being a Nigerian will never amount to much because, in spite of our many condemnations and jeremiads, we will find it near to impossible to escape the awareness conditioning that makes us all accomplices (one way or another) in the degradation of Nigeria.

We should not be so quick to dismiss this exercise because, what Mrs Akunyili has in her hands may be one tool that can be used to coerce good governance and performance out of Nigeria's "servant-leaders".

[denker]

Eja, at post #6, abeg komot for road make my small pikin see better climate to fart...oldboy, you dey funny nobi small...wetin you dey talk up there..you dey confuse me even more..wetin is all dis rubbish..listen very well..how many countri dey rebrand for dis our planet...even my countri, germany..never do dat kain ding...make una get serious first and start acting like grown ups..everyding go brand/rebrand itself.....lol!

[ELAWALO]

Denker
Dont mind EJA the fantasist ... I could not bring my cognitive faculties to read his piece. All those who are in favour of this re branding hype are just noise makers!!

As Nigerians we should be focusing on the "here & now". Once we make considerable progress with issues on the ground i.e. electricity, and other social necessities.. good works will speak for themselves.

Eja grab the recent copy of NEWSWEEK and see what,who & How Brazil was rebranded for starters. Broaden you horizons in addition to whatever education you have before rendering your gibberish !!

Kappish!!

[akuluouno]

Uche,

You tried but I think Denker and co have said it all. How many nations are into this rebranding thing.No doubt Nigeria is a hardsell, whatwith all the decays in both infrastructure, governance and morals that we see all day.
Indeed theafia oma na ele onweya(a good product sells itself) strategy should be pursued rather than another round of jamboree akin to the infamous Heart of Africa aimed at knocking into the head of doubting Thomases that Nigeria is a good tourist, living and business destination, which contradicts all that emanates from Nigeria

[denker]

All:
..me dey look for ways to brand or rebrand our village(NVS)...maybe kenn or liioldbabe go help us rebrand NVS...hey, liloldbabe are you there...?

btw, na who wanna to rebrand denker...methinks denker needs rebranding....WaleAkin, you fit do the job?

[Eja]

Originally Posted by denker

Eja, at post #6, abeg komot for road make my small pikin see better climate to fart...oldboy, you dey funny nobi small...wetin you dey talk up there..you dey confuse me even more..wetin is all dis rubbish..listen very well..how many countri dey rebrand for dis our planet...even my countri, germany..never do dat kain ding...make una get serious first and start acting like grown ups..everyding go rebrand itself.....lol!

Herr Doktor Denker of Deutchland Uber Alles, guten tag and seig heil!!

You are obviously one of those who remain unable to look past the unfortunate label of "rebranding".

Had you being able to do so, you would have seen beyond the sticky brown fogs created by the nervous farts emanating from your fundament (and occluding your comprehension...)

Where was I?

Yes, if you could have seen past the use of the unfortunate label "rebranding", then you would have recognised that what is being spoken of is no different, as Uche already mentioned, from what was done by your beloved Deutchland when the swastika-infested flag used during the Nazi regime (as well as popular slogans from that era that likened the German volk to ubermenchen) were dropped from common usage.

When the slogans (and the ideas they promulgated) were deprived of credibility, the German eventually became a different type of European.

In short, the "rebranding" exercises that followed the end of 'World War 2', changed Germany and Germans.

More important to note: these exercises did not wait until Germany was re-built before they commenced - rather, they either preceded or, went hand-in-hand with the restoration of other vital infrastructures (i.e. the type of awareness that promotes the pursuit of positive growth is also part of a country's infrastructure).

You may also remember that the German identity that exists today includes components of deliberate constructs from the era of Frederick the Great, Goethe, etc.

Drop your preconceptions and allow yourself to see what is possible.

Just as the fight against corruption is a mission that can have profound effects if properly implemented, this "rebranding" exercise can also be a very good thing if ones know what they are doing.

Therefore, just as in the fight against corruption, it is the modes of implementation that we need to keep a wary eye on.

Because, the idea itself is a good one.

[Eja]

Originally Posted by ELAWALO

Denker
Dont mind EJA the fantasist ... I could not bring my cognitive faculties to read his piece. All those who are in favour of this re branding hype are just noise makers!!

As Nigerians we should be focusing on the "here & now". Once we make considerable progress with issues on the ground i.e. electricity, and other social necessities.. good works will speak for themselves.

Eja grab the recent copy of NEWSWEEK and see what,who & How Brazil was rebranded for starters. Broaden you horizons in addition to whatever education you have before rendering your gibberish !!

Kappish!!

Elewalo, why don't you go f**k yourself?

Kappish?

Pesin dey talk munkay like dis helewayo sef wan begin trow him s**t.

Na Sango go blind you!!

[denker]

Eja, my good old freund, rebranding or no rebranding we are still defined as 'Übermensch' we need no rebranding...our actions speak volumes..you know?...i really do not know wat the hell you ranting and raving up there...lol!

btw, you can rebrand...and rebrand naija...20 years we go dey still dey talk of rerererebrannnnding..au revoir!

PS: ours na countri of serious mind and grown-ups...not dat disorganised kindergarten and dirty/useless animal farm una dey call Nigeria/Nigeria

[Eja]

Originally Posted by denker

Eja, my good old freund, rebranding or no rebranding we are still defined as 'Übermensch' we need no rebranding...our actions speak volumes..you know?...i really do not know wat the hell you ranting and raving up there...lol!

btw, you can rebrand...and rebrand naija...20 years we go dey still dey talk of rerererebrannnnding..au revoir!

Forget "rebranding" and think of the exercise as management of information.

Information molds awareness and, "the type of awareness that promotes the pursuit of positive growth is also part of a country's infrastructure".

Can you see that? Or, if any part is wrong, can you show how?

What is your objection based on? Is it simply that in your view, the exercise is unnecessary or, is there more? To be specific: are there things that you know about the personality of the ones implementing it that leads you to believe that they are running a scam?

[denker]

Eja, my old good freund, you no understand me at all at all..forget for now about all dis rebranding rubbish..wat you guys in naija need first is to talk about how una wanna co-exist..dat's the first ding to get right...the rest go follow..una dey jump from j to n to x to b to a...etc, the cycle no get end...40 someding years plus una begin dey talk about rebranding...una go first get the foundation right..without dis nothing positive go happen there for una Nigeria...believe you me!

[Fjord]

Several scholars have written extensively on the concept of nation branding including Simon Anholt who theorised on the country of origin effect and the impact it could have on national economics. Mr. Anholt who is the world’s leading authority on the subject believes that part of the challenges the developing world is facing today beside poor governance and weak infrastructure is the issue of weak national brands and identities, this he says reduces their attraction in the international community and places them in low positions as potential brides in the competition for tourism and investment dollars.

Argumentation from authority; not always necessarily weak, but this one is destroyed by a sense of loss of applicability: see it here: “… that part of the challenges the developing world is facing today beside poor governance and weak infrastructure is the issue of weak national brands and identities”; in the specific case of Nigeria, the national brand and identity isn’t weak: it is negative. And we all know why. And rebranding, or whitewashing, or any other high profile media-related activity isn’t the answer.

Randall Frost (2004) also makes a strong case for nation branding campaigns when he remarked thus; "There's no arguing that the image we have of another country says a lot about how we view it as a tourist destination, a place to invest or a source of consumer goods."

Aah. So the rebranding project is about the image, eh. Perfect. Our solution is simpler than this sort of rebranding: provide electricity, and see if those conglomerates moving to Ghana won’t stay; and see if they won’t pay their way to NEPA or PHCN; and see if several men & women ready to work wouldn’t justify their pay; and see if other conglomerates wouldn’t take note that things have changed… this, my good friend, is the true rebranding.

After quoting the true position of another author:

“Even nations have become brands… The symbol for a country should not be created by branding experts. When the vocabulary of a nation's foreign policy is the vocabulary of branding, then it is, in fact, selling Uncle Ben's Rice. This transaction, with the vocabulary of the supermarket counter, is not how I envision my country (America) speaking to the rest of the world."

This quote gets high marks for insight.

Yet, we read the opinion that the view above is simplistic; and why? Because it “fails to take into considerations other factors including good governance and public diplomacy which make up enabling factors that may lead to the success of any nation branding campaign.” ?!? What, that?? Read that again for coherence, and - if you will - logic. Or, better still, read paragraphs 6 & 7 of the original article. Nigeria? Good Governance? Public Diplomacy?

The Ariaria market example is symptomatic of the sort of rebranding this article promotes. And, oh, no; when the major issues with items made in Aba by those enterprising minds of the East are examined, (re)branding will be the least of it. In any case, try tackle the branding of items made in Aba from within before professing it as a solution for those without.

(Re)branding isn't the solution; it isn't even a solution.

Its effects will not survive the next rainy season.
.

[NWANZA]

Originally Posted by Robot

Why Nigeria Must Be Rebranded Uche Nworah Since the Honourable Minister of Information and Communications, Prof. (Mrs.) Dora Akunyili announced her ministry’s intentions and commitment to revamping the national rebranding campaign begun by Chukwuemeka Chikelu, former Minister of Information during the Olusegun Obasanjo government, a lot has been written in the press, and debated on the internet, TV and Radio concerning the pros, cons and timing of such a national image campaign. Some of these debates bother on the presumed cost of such a campaign with the debaters wondering if the federal government could not channel the funds meant for the rebranding campaign to other areas requiring urgent attention.

How much will they get out of this rebranding, repackaging, and rehabing deal.
Why not give Nigeria back to the inventors -the British.

[DoubleWahala]

Most of una dey complain about this so-called "rebranding". I, on the other hand, see it as an excellent opportunity to make money, lots of it. I think outside the box.

Consultants will be hired, contractors will be engaged, ads will find their way into every kind and type of media. Folks will be paid to write OP-ED pieces in respectable journals; both traditional and internet-based. And the most beautiful part of all this is that it wont be a one-time effort; it will be on-going. This means continuous flow of 'honey' for the boyz and girlz involved in such a 'lofty' project.

Uche is a smart alec; the bobo na sharpiro, I swear. Who no like beta tin?

Walai, I'm already in the process of relocating to Nigeria by Easter, next year. There's plenty of money to be made....provided you move in the right circles and you have a sharp mind.

Dont you guys understand that Nigeria has already gone to hell, therefore we are now in a phase of grab-whatever-you-can-before-the-final-implosion-happens?

If 'rebranding" happens to be one of the ways of 'grabbing', so be it.

DW

[overdryv]

Originally Posted by denker

Eja, my old good freund, you no understand me at all at all..forget for now about all dis rebranding rubbish..wat you guys in naija need first is to talk about how una wanna co-exist..dat's the first ding to get right...the rest go follow..una dey jump from j to n to x to b to a...etc, the cycle no get end...40 someding years plus una begin dey talk about rebranding...una go first get the foundation right..without dis nothing positive go happen there for una Nigeria...believe you me!

Until I saw this coming from you, I never believed you are a closet Christian, for is it not written that, seek ye the kingdom of God and all other things will be added unto you? This has been the corner stone of my own gospel whatever that means. People are talking of re branding Nigeria when the president? is at the moment scheming to make his son in-law governor of the CBN, looking for one of his kinsmen to replace Okiro, militarizing the Niger Delta not because he wants to save lives but rather to ensure free flow of oil. And this article by someone who should be commanding the northern flank of MASSOB, is a reason for great concern.