Re-branding Nigeria and Heart of Africa
By Ibrahim Garba Wala
Re-branding Nigeria is the subject of the day commissioned by the current Minister of Information and Communication, Professor, Dora Akunyili; Heart of Africa was the brand of image making launched 2004 in London by the then Ministry of Information & National Orientation Agency packaged by Alder Consulting, and my position, being the initiator of an NGO known as Naija@Heart Forum seizes the advantage of section 39 of the 1999 which assures me the freedom of expression like any other citizen and therefore, obliged to the pleasure of writing this piece.
The nomination and election of President Yar’adua as a person, won the perception of large number of Nigerians for his good track records. This did not only award him the needed support from his party and the opposition but have really help in quelling the issue of credibility of the 2007 Presidential election, even before the final judgement by the Supreme Court. Such prestige connotes the careful attitude of Mr. President for selecting the right cabinet members which Professor Dora Akunyili came out of it. The truth is that most Nigerians have idea of who Dora Akunyili was or is today, her trade mark is passion and dedications (excuse me, am being honest to you!). When she was a ministerial nominee, her chances outshined the rest of the nominees that resulted to the expectation of the people pre-empt a portfolio for her. (Insert, Senate remarks at screening)
Through the media Nigerians poured their disappointment on the decision of the President Yar’adua for the choice of her portfolio (Ministry of Information & Communication). Nigerians feared she may be redundant if not frustrated, forgetting that it is the person on the seat that makes the seat like she did with NAFDAC.
On the issue of Heart of Africa, 2 years ago I was conducting a research about my NGO, NAIJA@HEART FORUM, there on the internet I came across a page by Alder Consulting and I quote -
“ In 2004, the Federal Ministry of Information & National Orientation was desirous of a cohesive image programme for Nigeria that would promote the country’s national brands while at the same time, address the negatives…”
The statement which gives meaning to the same effort of the current Minister of Information and Communication prompted the interest of business groups including those involved in the 2004 image making project whom are free to wear their hat on their sleeve. The approach of those that claimed to be the originators of the idea could smudge the patriotic intent of the whole idea. Endearing ourselves to national project it’s a positive effort but the aggressive manner should not depicts hedonism and desperation. Irrespective of the beautiful presentation Alder Consulting made on their website, there have been lot of negative comments made on the poor packaging of the Heart of Africa,
“ Dumb sell...
Maybe it is the nomenclature syndrome (the uncanny temptation and tendency by public officials to re-name or re-brand policies or programmes anytime a new team gets appointed or nominated) that has caught up with officials of the Federal Ministry of Information and National Orientation, else why has the Nigeria Image Project metamorphosed into the Heart of Africa Project? Does Nigerialie in the heart of Africa?”
Those are words of Uche Nworah, a freelance writer, lecturer and brand scholar. He is the founder and project director of T.O.T.A.L PROJECTS who lives London.
Another paragraph that caught my attention is this -
“ should the Nigeria image project be discontinued? Not really, but in order to benefit from the 600 million naira budgeted for the project, the Nigerian government should involve the states and local governments as well, so that they will all be singing from the same hymn book. This is because Nigeria does not only start and end in Abuja, Port Harcourt and Lagos, usually Nigeria’s ‘poster towns’ ; there are also other towns where the potential investors and tourists can visit and set up businesses, but which are currently not attractive because of a combination of factors (poor infrastructural development, crime, bureaucracy etc).”
‘Still on the Heart of Africa’ as the publication entitled, I share the opinion of those who responded to Uche’s write-up particularly this one that came from one Mr. Nosa published on 20 th January, 2006. -
“ I've just taken an interest in all these internet articles. And I realize so far that the cheapest article to write on the internet is the one that depicts Nigeria as a hopeless case. It's followed by another type that portrays every Nigerian public official as bad. The bottom line is that only the writers have solution to our nation's problem except that all they do is treat us all to incessant theories. Uche, the American State dept can warn American citizens about the risk of air travel in Nigeria all they want. But what has the same State dept said about the plane crashes in the United States! And what has it said about the ever rising crime rate! Surely, every nation has its bad eggs among public officials…”
Recently on AIT, someone exclaimed that the idea of re-branding Nigeria was not the new Minister’s idea; he was suggesting that the originator should be compensated. Why and how, the statement on re-branding Nigeria is not the concept, but a declaration of image making. Even as of the moment of writing, the Ministry awaits the submission of proposals on the idea, and yet some was on the media complaining that his idea was taken from him, it is wild and woolly.
The few Nigerians I shared my view with concluded that we must appreciate the zeal of the current government in agreeing to continue with the re-branding Nigeria’s image in cognizance of the mistakes made from the previous administrations. It is a plus in the area of continuity in governance that needs to be applauded; obviously one of the crimes of the past administrations is lack of continuity.
In the interest of our nation, we must always give a clear definition and terms of commitment in private and public endeavors, bearing in mind that any form of service rendered to government by Nigerians in the name of business or voluntary will reflect on his record, good or bad. Our collective attitude is the major factor that results to the reason of government spending much on the image making. We can make our country great if the public office holders will only depend on their legitimate earnings by serving our nation sincerely and the common man will be honest and productive to our nation. Let us live and remember that all souls shall test death sooner or later, but before then, we stand the chance to make the difference and there’s reward for it.
Ibrahim Garba Wala
Initiator, Naija@Heart Forum
Abuja , Nigeria .
