23 March 2009 1 Comment

Re-Branding Nigeria-My fear for Prof.Akinyuli

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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) and Africa Foundation for Young Media Professionals

akinyulis-brandSometimes, I do digress to talk about my home country. I am passionate about this great country irrespective of whatever the media hypes offer. This is the only country my children and next generation can officially called theirs. If by another means they become naturalize elsewhere, it may not be like this.

When the re-branding process began and a conference was held to announce this, I did say I laughed not because of insincerity of the minister of information, but because of the faces that I saw there. A committee was later to be set up for the process and this committee included renowned experts like Lolu Akinwunmi and Julia oku-Jacks among others.

I recently read a post in Facebook by Akin Adeoya-The Group Managing Director of Media mix and I do believe it confirmed some of my fears about our ability to get it right now. I am also concerned about the personal brand of the minister of information, a lady who had built a strong profile for her doggedness in National Foods drugs Administration and Controls. To build a house, one requires a lot of time, energy, and investment but as we know a skyscrapers can go down in few hours.

Aside from the minister’s image, I am also concerned about what becomes the product of our efforts in re-branding the nation. Even though the budget allocated to this project seems small compare to what had been expended, but heh, we are in a crunch, that one twenty millions Naira can be spent on education and the epileptics power supply.

Let us assume that the new slogan (great nation…great people) can be sold since it was assumed to be a product of consultation with all the stakeholders (I have my reservation with that even though I am not always correct in my opinion) I do believe that we may be getting the marketing or brand communication wrong. If the news at my disposal is anything to go by, I understand that most of the people invited for this phase are ‘Brand item makers’. I asked where are the strategists, social media experts who can give advice on how to wage the war at both the cyber and physical spaces. What will T-shirt produce than loud announcement of a Me Too approach?

Please let those  of us who know  how it works keep the advocacy level high if not, our children will ask us why we kept quiet when we see a dumb being molested, why we did not give direction to a blind man at the verge of a cliff?

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