Rebranding Nigeria For New National Identity

Rebranding Nigeria For New National Identity

Segun Imohiosen

There is no doubt about the fact that Nigeria has come a long way. In spite of the repulsively repugnant and distasteful attitude of a number of western folks and others from the other side of the divide meted to them, especially at some of the immigration section and custom of a number of foreign countries, when they subject the people to different types of indecent, disgraceful, very demeaning and inhuman treatment. But then it is not sufficient to make the heads of Nigerians droop in frustration. After all what may appear today as the challenge experienced by these people did not start suddenly. Rather it was a gradual thing that crept up into our polity by some who took over from the founding fathers and unable to uphold the patrimony passed unto them – who carelessly sold their birth right for a bowl of porridge which today has not particularly change but worsen in spite of the pulse of the government that is totally against corruption.

This piece chooses to admit that there is no better time than this to launch a campaign that will give a new face to the country that has produced great people at home and abroad - the likes of late Chief Jeremiah Obafemi Awolowo, Dr. Nnamdi Azikwe, and presently the Philip Emeagwali, Akeem Olajuwon to mention a few. The negative perception about this dear nation is sometimes so savagery that you wonder if there could ever be a way out. Mind you, sometimes those terrible things they say about Nigeria and do to Nigerians are baseless because from experience it is discovered that the perception of these people is a case of the “kettle calling the pot black”. I was watching the CNN news recently and saw a documentary on the security surveillance and alert on Johannesburg with over two hundred cameras discretely located in different parts of that city to watch out for muggers and other forms of illicit acts, as it was reported that about fifty murder cases occur on a daily basis on the streets of Jo’burg until the cameras were installed.

I made bold to say that there is no such place and such experience in any part of Nigeria. We have been victims of colonialism and that of the imperialist government but the attitude of these people is reflective of the colonial nature that is ingrained in them of seeing us as secondary citizens and so anything from this side is not ‘it’ at all. But it will be surprising to you that a number of Nigerians were killed in the Americas and in the Europe and some other countries; treated to all forms of shameful and unthinkable mess. What is lacking here is a strong voice that will speak of its own. Worldwide, Nigerians are not and cannot be put in the second place. The economy of the world over has a great number of Nigerians as the driving force moving them in different spheres.

In this piece, I chose to report to support my claim on the benign and peace loving nature of Nigerians in my commentary in May 2008 titled ‘That Attack of South Africans on Fellow Africans’, what the South Africans did to other Africans in that land and especially to Nigerians without Nigerians raising a finger reinforced the fact that Nigerians are not aggressive neither are they evil as they tagged them.

Re-branding at any point in time has at the heart of it the purpose of given a new look to anything and change whatever is the wrong perception hitherto experienced. In spite of the controversy that might have trailed the “Heart of Africa Project” before now or otherwise is not in any way a minus regardless the way it is perceived. But what is most important here is that it is a Nigerian project which is public relations centred, image making perse that has to wear a Nigerian face in totality. The crux of the matter is that, there comes at a time in every administration where a change has to emerge and I believe with what Dora has just done is the set time for this to further reinforce what is already in existence. It is quite commendable to realize that in her speech she recalled the good part of the erstwhile ‘project’. Obama’s word for the world at large today is all about ‘CHANGE’. This of course is another moment of change for the nation that will eventually bring it into the larger world through its local participation which simply is reflective of having more grass root involvement in outlook, very Nigerian I venture to say.

Of this new project, the idea of allowing free for all participation in terms of submitting proposals on ideas to be adopted as slogan will allow for more home made ideas that can wear the Nigerian-African face better. If well managed, if the issue of money is not in the heart of it and it is allowed to run without favouring the interest of one man in it at the expense of the entire nation, there is no reason why it should not succeed. I think those driving the Heart of Africa Project before now have done very well for they have created a very strong platform for the new project to leapfrog.

The idea of re-branding is both critical and fundamental to the national developmental process of Nigeria at this time of its history. In the words of Dora Akunyili rephrased as ‘soldier will go and come and the barrack remains’ is punchy in the matter at hand in that in spite of whatever administration or governing style and initiatives injected, Nigeria will remain. As such, the new face has more to do with our collective interest, our image as a country, and as a people of common destiny. This is one country that is greatly endowed with both natural resources and human capital of diverse potentials. We cannot afford to wish away the good fortune God has bless the nation with and on this note our individual and collective effort and strong will to succeed is very paramount to our reaching the destined goal God has given us as a nation, hence re-branding is key to total restructuring, reconstruction and thorough overhauling. Nigeria is one engine that has to be regularly greased and oiled and must not be allowed to ‘knock’. It is only when all hands are on deck to make it great as a good product that it can sell. If South Africa in spite of what challenge it earlier experienced and the recent messy affair on the xenophobic attack on the other nations and is still considered great to the point that it still attracts investment at different levels, why not Nigeria.

Congruously, it is quite remarkable to note that during the Timex Global Communication Summit in 2008, one of the resource persons Yvonne Johnson (South African) of the International Marketing Council (IMC) submitted that her organisation was positioned to create a positive, united image for South Africa to give the country a strategic advantage in an increasingly competitive market place. This she did for her country through the promotion of Brand South Africa with the mission to articulate a brand for South Africa in order to position the country as to attract investment, tourism, and as well as realise international relations objectives. This is believed that if we take up this challenge, we can achieve same and even better in the years to come. In a way, throwing the re-branding of Nigeria open to all for contribution is good but to really work at it is what is paramount. A situation where this new project Nigeria is commencing and another administration comes in and scrap it to start something fresh will not help the nation to quickly achieve the dream. Re-branding no doubt is in line with the 7 Point Agenda of this administration. Nigeria needs to deal with its socio-political and economic issues adequately in order to give a very stronghold to the new brand. Professor Akunyili’s desire for the country is achievable, if the project is properly handled. It is very true that there are miscreants among us and as they say, that one bad apple spoils the rest in the lump. The way it is with us here, that is how it is in other great nations of the world. No particularly nation is totally free from the miscreants. However, as the minister is positioned to drive her dream for the nation with the aim to re-brand the country for repositioning, responsible information management and dissemination supported by efficient and effective communication system is germane to the success expected.

Borrowing a wandering leaf from other successful nations today that are making waves politically, socially and economically, is very laudable at this time in the history of this country to consider the steps they took in achieving success that we may emulate as well to arrive at the place of destiny. Isn’t it interesting to realize that quite a number of Nigerians and other nationalities have made the former Gold Coast – Ghana their abode? Are we not aware of the “Ghana must go” syndrome at one time when the Ghanaians flooded Nigeria. But today the story has changed to the point that the recent election that brought Attah-Mills into government as the helmsman was seen by the international communities as very free and fair. Nobody heard of any commotion or arm carrying while the whole exercise lasted.

Nevertheless, a new thought pattern very akin to the success of this project is an initiative delineated by the minister as Private, Public, People’s, Partnership (PPPP) with a view to ensuring the participation of Nigerians of all classes at all levels be involved in the destiny of their country. The central thrust of the concept is to give it a total Nigerian look that is home grown and people centred. With this, I want to believe that the culture of disrespect among Nigerians for government programme may gradually begin to fade away if people are made to be collectively responsible for their common hopes in spite of the diversity in ethnicity and the rest since we want to move in the same direction as a nation towards a better future. This initiative flagged off can no doubt receive some form of bashing and criticism but then in all of this, the purpose is to have the best happen to this nation. In the words of Obama in his campaign, that words on parchment would not be enough to deliver slaves from bondage or provide men and women their full rights and obligations as citizens but what would be needed are people who are doing their part to narrow that gap between the promise of our ideals and the reality of our time is something that we all should consider in a time like this. As we march towards the achievement of this concept by re-branding Nigeria, it is important that if the re-branding can start from the within and with those in the helms of affairs, a new image will emerge for Nigeria in no time.