Another rebranding campaign is being mooted by the government amid widespread criticism of previous initiatives.
Information and Culture Minister, Lai Mohammed, said the rebranding will come in two stages: Awareness on National Security and Sensitisation Campaign on Corruption.
But the “mother of all campaigns” tagged “Change begins with me” has received little or no support from key stakeholders.
Mohammed has held meetings with the Advertisers Association of Nigeria (ADVAN), Outdoor Advertising Association of Nigeria (OAAN), Independent Television Producers Association of Nigeria (ITPAN), Media Independent Practitioners Association of Nigeria (MIPAN), musicians, and producers.
The most important groups have been ignored – the Association of Advertising Agencies of Nigeria (AAAN) and Public Relations Consultants Association of Nigeria (PRCAN).
AAAN creates strategic direction of any campaign, PRCAN manages the perception of the process.
Change as platform
Change brought this government to power and Change is what the campaign is hinged on.
“Change begins with me” will seek to create awareness on national security matters such as insurgency, militancy, armed robbery, child trafficking, and others social vices.
Mohammed told ADVAN officials that the All Progressives Congress (APC) campaigned under the slogan of Change but this Change is largely misunderstood by Nigerians.
“What many people thought was that as soon as Muhammadu Buhari won election and was sworn in on May 29, things would change in Nigeria,” Mohammed said.
“We cannot continue to be doing things the same way and expect the same results. We know how our ills are corruptions, indiscipline and so on but it is not restricted to the people at the top.
“I think each and every one of us has a role to play .That is why we want to start this reorientation campaign which says Change begins with me.”
The campaign is expected to begin in the second quarter of the year.
Previous rebranding efforts
Nigeria has tried on several occasions to reposition itself positively through phony campaigns which left a sore taste in the mouth and investment wasted.
The first concerted effort was in 1983 when Buhari was military head of state.
Called the War Against Indiscipline (WAR), it tried to create communication backed by action and political will from the government to shore up Nigeria’s image and attract foreign direct investment (FDI).
The campaign was cut short by the dethronement of Buhari’s regime.
After Ibrahim Babaginda took over, he used the National Orientation Agency (NOA) to launch Mass Mobilisation for Self Reliance, Social Justice, and Economic Recovery (MAMSER).
MAMSER added nothing to the image of the country and it was rested because of criticism.
In 1999, the Olusegun Obasanjo administration charted another rebranding exercise, which was launched by former Information and National Orientation Minister, Chukwuemeka Chikelu.
Tagged “Heart of Africa”, it was dead on arrival as another African country faulted the campaign theme which that country had already adopted.
Several efforts at reviving the campaign suffered defeat as Abuja abandoned the project half way despite the millions of naira invested.
The late President Umaru Yar’Adua embarked on what remained the most expensive brand Nigeria campaign to date, headed by late former Information Minister, Dora Akunyili.
The “Good People, Great Nation” campaign became very controversial and little was achieved despite massive publicity.
Partnership appeal
Mohammed explained at the meeting with the sectoral groups that he asked for their support because social vices may not be easy to tackle without the participation of key stakeholders.
He spoke on the lack of funds and appealed to those in integrated marketing communications (IMC) to partner with the government.
ADVAN President, David Okeme, assured Mohammed of the group’s support since that was the first time a government official would ask for partnership for the rebranding effort.
AAAN, PRCAN ignored
Mohammed is yet to meet with stakeholders in creative advertising and public relations, the pivots on which branding and rebranding works.
However, AAAN President, Kelechi Nwosu, and others plan to reposition the Nigeria brand.
He confirmed that “we have had preliminary talks with the sectorial groups (ADVAN, OAAN, MIPAN, BON) on these campaigns.
“As usual, they are interested but we need to agree how to prioritise the various elements of the Advocacy campaigns.
“It is important that everybody does his bit. What we are doing as AAAN is to support our country, it is very important that everybody does something in these tough times to support our government. That is what we believe in.
“I am aware that [Mohammed] has met ADVAN, OAAN, APCON, NPAN because I was at these various meetings, but I am shocked that he has not actually met AAAN.
“I think that question will be better answered by [him] because we have made ourselves available and asked for a meeting with him. I believe he is busy and will get around to it when it is convenient for him.”
Why rebranding won’t work
A senior IMC practitioner who pleaded anonymity said: “You can’t rebrand a product or a nation when issues that are supposed to be addressed linger.”
Ikem Okuhu, publisher of brandish.com.ng, an online newspaper, added: “The tragedy of this fuel scarcity is not that we cannot get the product to buy. It is the fact that no one is even talking to us about what is going on.
“In the past, the NNPC (Nigerian National Petroleum Corporation) would have come out to offer explanation. The federal government would have said something. But right now, mum is the word.
“Lai Mohammed, the loquacious minister of information, was always eager to rush to the media to lampoon the last regime whenever there was a social dislocation like this.
“But as part and parcel of government now, I expected him to come out and explain to us what is going on. Tell us why fuel is still scarce despite all their promises.
“When the price was reduced last year, I knew what this man said. Let him tell us something now.
“As former Advertising Practitioners Council of Nigeria (APCON) Chairman, Lolu Akinwunmi, said, the problem of this government, unknown to it, is communication.
“For long, it revelled in playing the blame game, dumping every blame on the doorstep of the previous regime rather than establishing its own identity! It wrongly believes that the more it demonises others, the more it enhances its own brand rating.
“Yet, a brand that does not establish its own core values and communicate such will always remains anonymous!
“When Peak Milk became unaffordable to the teeming population of low income earners, Cowbell came and latched on that vacuum. Remember its tagline? COWBELL, OUR MILK! The key word there is ‘our’.
“Now, let this regime talk to us about what is causing this fuel scarcity. By so doing, it is on the path of being itself rather than playing the blame game all the time: saying so much but actually communicating nothing!
“Goodwill has a lifespan. Doubting me? Ask a certain Goodluck Ebele Jonathan. He should know better.”
Campaign to further paint Nigeria black
There is concern that the new initiative may further portray Nigeria as a dark horse if not well handle by the professional.
The concerns arise from two prongs.
First, when the new campaign is hinged on insecurity, stakeholders wonder how Mohammed would swing it to benefit the country.
But Mohammed countered that it would only focus on gains recorded by the government.
Again, it is feared that the rebranding exercise may be hijacked by the APC and turned into a political party campaign rather than communication targeted at repositioning Nigeria.
Another leg of the campaign is corruption.
“Since the government has continued to unearth corrupt activities of the past administration, what kind of communication would be created to position the country as a corrupt free nation,” queried Ademola Johnson, a communication lecturer.
Mohammed said the campaign will not target corruption, it will only dissuade Nigerians from engaging in it.
For instance, he explained, “if we start from the president who says he does not expect any of his ministers to take any ‘kickback’ – and you go to the other end of the spectrum.
“You say my name is Taofeek, I would not drink paraga (local gin) before I embark on any trip. It goes to the accountant, the students and so on.
“This kind of campaign we are going to run is a very expensive campaign. It is very comprehensive and would be in phases. This is why I think we need ADVAN.”
Nation rebranding, capital intensive
Over N1 trillion has been spent on rebranding Nigeria. With the country now running on a shoestring budget and borrowed money, it is not advisable to embark on such project without core professionals along.
Corporate advertisers, outdoor advertising owners, media buyers, and content producers need to be consulted.
The government also should liaise with creative advertising professionals who craft strategy and give art direction, as well as public relations professionals who manage perception and conflict resolution.
Observers have already pronounced the campaign a still birth but Mohammed is determined to ensure Nigeria wears a new look.