16 December 2010 13 Comments

Ambassador Buba Marwa: An example of a strong political brand

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


Buba marwaAmbassador Buba MarwaAround five ‘o’ clock yesterday evening, I tuned in to our national television station and was fascinated by a live programme the station was broadcasting at the time. The programme was the declaration of Ambassador Buba Marwa’s  intention to run for the Governorship of his home state-Adamawa in Northern Nigeria.

Buba Marwa as we all know caught his professional training as a soldier. He was born in Kaduna but had his education in the north as well as the west. He was born to a family of retired soldier. As it was common with most ‘barrack boys’, Buba Marwa followed the opposite route. He took his education seriously topping his class in most of his courses. He produced an Army dictionary which is still regarded as ‘Wikipedia of army language’ till date.

In term of experience, he had served as military attaché to Nigeria Embassy in New York as well as United Nations. Having performed excellently in these positions, he was recalled to serve as Military Administrator of both Borno and Lagos states. As an administrator of these states, he turned around the fortune of the states. He enhanced the security operatives in both states so much that ‘gangsterism’, armed robbery almost became non-existent.

He was able to transform health care, transport and housing systems in the states. His populist approach almost made him a ‘David’ in the midst of the ‘goliaths-Military rulers’ of his time. In 2007, Buba Marwa ran for the presidential position under the platform of Peoples’ Democratic Party. This, he lost to Late Musa Yar Adua. At the end, Marwa was appointed as Nigerian High Commissioner to the Republic of South Africa overseeing two other kingdoms. As a brand, he brought necessary changes to Nigerian image and diplomacy. In term of academic qualifications, Marwa holds two Masters’ degree asides from other certifications, awards, recognitions among others. As a political brand, Marwa has built his political structures and weights as a strong brand through thick and thins. Here are some of the ways he successfully built the brand

Trust: he is trusted not because of his oratory power but because he has demonstrated his ability to touch and impact lives. Trust is an essential ingredient in any political brand building. Trust is scarce in politics. Politicians are known to be great in speech but low or nil in delivery. Buba Marwa openly catalogued his pedigree of how he made promises and delivered on them.

Clear vision: despite lack of clear propaganda and vision of his political platform-PDP, Buba Marwa itemized his manifestoes declaring that if he is eventually voted in, there will be free Health care, Enhance electricity supply,infrasructural development, free education as well as job creation. PDP, which is marwa’s political platforms till dates has not made any meaningful impact because of clear philosophy and most of the politicians who used the platform to assume their positions do not show and demonstrated efforts of knowing where they are going.

Experience and track records: Buba Marwa’s experience and track records shows he does not come behind in terms of experience and academic qualifications. He had been recognized in different parts of the country. Marwa’s endowment and foundation has touched different people from every part of the nation. Marwa is a completely detribalized citizen. He retired from Army as a Brigadier General with impeccable track records. Though he was rumoured to be a favoured son of a former Military leader whose image, actions and antecedents are still hunting his political career.

Intellectual Contributions: As a brilliant student, Buba Marwa took first positions in most of his courses. When he was in the Army, he authored a book that is still being regarded as a classic till date. Most world leaders who had made any meaningful contribution always have a book that is authored by them. Most of these books are product of their thoughts. While this piece is not a promotional item, I am of the opinion that strong political brands like John F Kennedy, Obama,Chief obafemi Awolowo, late Anthony Enahoro(who passed on yesterday), Mandela among others stood out because of the some of these identified issues.

Issue based politics as against ‘do -or- die’ approach : As it is common with most Nigerian politicians who see position as a do or die affairs, Marwa demonstrated his humility and a  wish to respect wish of the people by constantly affirmed ‘if voted to office’. What a fine breed political icon.

13 Responses to “Ambassador Buba Marwa: An example of a strong political brand”

  1. Rotimi Adedayo 16 December 2010 at 1:59 pm #

    Had Marwa contested the Adamawa Governorship slot in 2007, he could have won hands down, perhaps due to a flawed rating of his public acceptance he went for the Presidency and got nowhere. Well, he got the Ambassadorial posting for consolation. Having been in South Africa all the while, how strong is his home base support? Will he get a an easy ride over the incumbent?
    Moreover, if Marwa performed creditably well as Military Governors in Borno and Lagos States, how come he couldn’t manage Albarika Airline that he floated?
    More questions await the amiable Army General,since this is politics, some people are out to fight dirty.
    However, one thing you cannot take away from this ‘brand’ is his excellent ability to relate with all. Marwa has no airs around and about him!

    • yinkaolaito 16 December 2010 at 2:51 pm #

      @Rotimi, you are very correct in your asssessment of the amiable general. with Albarka Airlines, Nigeria business environment may not be the same as public administration environment. While I am not holding brief for him,I think listening to his speech showed that he had good grasp of happenings in his home state. We can only wait and see how the interplay of wits end.

  2. OKE FULFILMENT 16 December 2010 at 3:20 pm #

    i agree with you absolutely. i will also vote for him

  3. cochrum 14 January 2011 at 12:32 pm #

    when i was looking for yahoo just for this issue, I feel that its no answer for me , but thanks god , your article save me from this,

  4. louis 16 January 2011 at 4:34 pm #

    marwa is an enlightened retired military officer, far more enlightened than many in adamawa.this is obvious to many. but his present party affiliation….does not seem to wet the appetite of the adamawa electorate.but again in nigeria, have we really voted for party ideologies? on this ground, he may well unseat the aquatic general.

  5. student scholarships 23 January 2011 at 5:28 pm #

    What a great resource!

  6. freelance web design jobs 9 April 2011 at 5:14 am #

    The core of a strong brand is a great product or service, but that product or service must be supported by creative and effective marketing. As a product manager, you stand right at the intersection of product planning and marketing. Product managers have the unique position of being able to affect a product throughout its entire life cycle. With proper planning and constant attention, a product manager can build a strong brand for any product.

  7. Myles Glaue 3 June 2011 at 2:10 pm #

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  8. SEO Company India 29 June 2011 at 6:33 pm #

    My partner and I stumbled over here different page and thought I might as well check things out. I like what I see so i am just following you. Look forward to looking into your web page yet again.

  9. Kati Edd 6 August 2011 at 5:08 pm #

    Good! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

  10. Erich Simonet 12 November 2011 at 12:55 am #

    Let me add my 2 cents to this article. Primary I would like to be grateful for you pal for the moment you took to publish and distribute these details with other users… i recognize the value of that. all the best to you and keep coming up with relative info like this since i will be your repeated visitor.

  11. Issac Maez 16 November 2011 at 4:29 pm #

    Good stuff… Just killing some time rubbaging around and found your site. Good looking blog. I will have to bookmark the page to come back and see what’s new. Cheers!


Trackbacks/Pingbacks.

  1. Tweets that mention Ambassador Buba Marwa: An example of a strong political brand | The Branding Gavel -- Topsy.com - December 16, 2010

    […] This post was mentioned on Twitter by SV Brand Forum and Alltop Branding, Alltop Marketing. Alltop Marketing said: Ambassador Buba Marwa: An example of a strong political brand http://bit.ly/fZtFHu […]

Leave a Reply