By Princewill Ekwujuru
National Institute of Marketing of Nigeria (NIMN) has advisedÂ the federal government to take the re- brandingÂ Nigeria project to a moreÂ fundamental and reconstructive level that will yield long term outcome ofÂ Nigerians thatÂ mean much more to Nigeria.
Chief. Luggard Aimiuwu, President/ Chairman of Governing Council, NIMN at the installation on five Nigerians whoÂ have distinguished themselves in the field of marketing with the marketing Icons awards, where he delivered a paperÂ titled â€œGiants among Men,â€Â said that Nigeria need notÂ look for Icons that would project the image of the country,Â while they lay waste.
Whilst commending Dr. Dora Akunyili on herÂ re- branding project,Â Â noted that the exercise should progress steadilyÂ with time from the management of misconception, perception, and projection of positive attributes to moreÂ fundamental re-constructive surgery of the brand itself, with a strategic calculus trhat will yield long termÂ outcomes of a Nigeria that means much more to Nigerians, and Nigerians that mean much more to Nigeria.â€Â Â Further,Â he said,Â â€œwe may, as Nigerians, moan till eternity about all that has gone wrong with our country, and the darknessÂ that has befallen our society. The past is gone and cannot be changed, but the future is still ahead and can stillÂ be shaped to achieve the paradise of our dreams. At NIMN, we do not believe in moaning and moping about darkness;Â but would rather light a lamp.
Instead of doing nothing, we will rather â€˜get on with it.â€
His words, â€œlet the excellence we seek begin here, and now, following the examples of the Icons we are celebratingÂ today, let it be said of the Nigerian henceforth that; he is competent because he is a Nigerian, he has integrity;Â of course he is Nigerian, he is creative , certainly because he is a Nigerian, he is cultured and God fearingÂ because he is a Nigerian, he is industrious and disciplined; because he is a Nigerian, and he is a great leader;Â Nigeria produces them.â€
Continued he stressed, â€œconsistent achievement of excellence is the only catch-up recipe for Nigeria if past minnowsÂ like Ghana will not continue to outpace Nigeria in long steady strides like a colossus.
We must not claim unearned credentials as a country, or people will laugh at us, as we further damage our brandÂ Â Nigerians may not be angels, but we must not also act as if Nigeria is the inventor of all that is evil. We mustÂ celebrate the quality we have.â€
But further pointed outÂ if the re- branding exercise could concentrate on addressing the issue of bad leadership inÂ the country, majority of the countryâ€™s problem would be solved as other things would naturally fall in place.
He queried, whether it is the country, its leadership or the followership that requires re- branding?. But wasÂ worriedÂ a hungry and dehumanized followership, and a traumatized NigerianÂ population with no sense of direction orÂ hope for the future; followed by a productive sector that must provide electricity, roads, water and security toÂ remain in business; orÂ a Nigerian populace whose dreams and expectations in life have been condemned, how can theyÂ be re-branded ,m where the leadership is questionable. So, he stated that what is required is a â€œNigeria that meansÂ much more to Nigerians.â€
â€œHonestly should we not get more serious? The Honourable Minister might have succeeded in glamourising the wordÂ â€˜Rebrandinq,â€™Â but how do you re_brand a virtually dead populace or nation? â€˜Repositioning?â€™ From what point toÂ where? The truth, if it must be well told, is that it is the countryâ€™s leadership that needs to be â€˜Repairedâ€™ fromÂ its current state of absolute Dilapidation.