By Francis  Agbo

SINCE the Honourable Minister of Information and Communications, Professor Dora Akunyili launched the National Re-branding Campaign at the Shehu Musa Yar’Adua Centre, Abuja on February 9, 2009, so much has been written on the image initiative.

Senate President, Chief David Mark was chairman of the occasion.  As Minister’s aide, my mission at the Yar’Adua Centre was to ensure the success of the launch, gauge public opinion on the re-branding campaign as well as string feature articles from the inputs of all stakeholders in attendance. The Minister anchored the campaign on a tripod: attitudinal change(re-orientation), revival of old cultural values and instilling of patriotism in our citizens.

I could see the cynicism and scorn on the faces of some those who thronged the Yar’Adua Centre. The question and answer session strengthened this assertion. Though all the stakeholders at the launch lauded the concept of re-branding but only very few of them believed it could fly.

From the inputs of the elite, artists to artisans, the feeling of gloom did not go unnoticed. One particular question that was posed by people was: ‘‘What is the Minister re-branding when the country is yet to surmount the collapse and dearth of critical infrastructure? The thinking in some quarters therefore was that Dora was ‘‘deodorising rubbish!’’ One contributor bluntly told the Minister to discard the project and channel her strength to practical areas that needed attention. In my own opinion, revival of old cultural values, attitudinal change and re-orientation are as critical as concrete infrastructure.

Nothing could be more critical than the image of a country. Image is every thing. Image can make or mar a nation!

Another Nigerian told the Senate President not to endorse re-branding because the Nigerian people would not key into it until the Federal Government puts food on their table!

The most ridiculous of the inputs was the contribution of a politician who insinuated that the then President, Umaru Musa Yar’A dua would not authorise the project. This one was laughable because he had forgotten that no Minister would launch a sensitive project like the image initiative without obtaining the consent of Mr. President.

Madam Minister pleaded for time because according to her, ‘‘time is a healer’’.  Professor Akunyili averred that the doubt expressed by Nigerians was precipitated by long years of neglect, misrule and broken promises.

She said the current initiative would be intrinsically driven by the people because according to her any campaign run by the people succeeds. The Minister therefore called on the Nigerian people to send in logo and slogan entries. Within one month, over 4,000 entries were received by the Re-branding Secretariat. This was followed by the setting up of a 25-Member Ad-hoc Committee headed by popular Nollywood idol, Pete Edochie to screen the entries and pick the most inspiring logo and slogan. Advertising and brand guru, Mr. Lolu Akinwumi served as secretary. At the end, the committee selected ‘‘Good People, Great Nation’’. However, none of the logos could survive the Committee’s scrutiny. A five-Member Technical Committee led by Akinwumi to produce a hi-breed logo that would match the slogan was set up. This was done. They were unveiled on March 17, 2009 at the International Conference Centre by the President ably represented by the then Vice President, Dr. Goodluck Jonathan. Today Nigeria has a brand name: ‘‘G
ood People, Great Nation’’ with good as logo.

I know that a few Nigerians had suggested that it should have read: ‘‘Nigeria: Good People, Corrupt Leaders or Nigeria: Good People, Failed Nation and ….’’

This is where I differ. No slogan would have better captured Nigeria and its people than the current one. A country is what it says it is. There is corruption in every society. What may be different is the degree of sleaze! Yet no country uses corruption as brand name. Go to South Africa, its brand name is: ‘‘It is possible.’’ This is a country where its president, Jacob Zuma is standing trial for corruption!
Mr.   Agbo, a Media Assistant to the Information Minister.