Nigeria has recently embarked on a rebranding effort to improve their image worldwide. Global perceptions are important in attracting the kinds of things an emerging economy needs to improve the living standards and opportunities of its people: tourism, trade, foreign direct investment and foreign financial assistance, or even to meet the UN recommended Millennium Development goals. In the words of President Yar Adua, “we must readily put in place a positive perception of Nigeria.” It has been interesting to watch the dialogue in the AllAfrica.com news. In a recent article Nigeria: Re-Branding – Country May Be Worse If Credibility Gap is Created the National Institute of Marketing of Nigeria (NIMN) president Aimiuwu warned that things may get worse rather than better if Nigeria doesn’t do the rebranding effort right, noting that credibility is important, if “a product is not authentic and credible then our acceptability by other comity of nations will be difficult.” He also pointed out that corruption by Nigeria ‘s leaders presented a serious challenge in the selling of Nigeria as a brand. Corruption is always a challenge to crediblity and transparency.
Whether it’s corruption, quality of workforce, infrastructure, tourist venues, or social stability and safety, credibility is key. Nigeria faces two big challenges: 1) brands are held in the brains of the tourists and investors, not the promoters, and 2) emerging social technologies have established new standards and expectations around the globe for authenticity and transparency.
Nigeria (and any nation) needs a new approach in the current environment. A new slogan, catchy song, and opulent video footage won’t do the trick in an age where regular people can talk to regular people without official intervention or institutional intermediaries. I know, easy for me to say, but Nigeria needs to identify the areas that are most detrimental to their goals and establish specific intervention strategies. The intervention strategies must address both the substance of the problem (i.e. improve something) and then the perception in the market. Holistic rebranding efforts sound fine, but the economic manifestation of positive perceptions often hinges on a short list of perceptions. No one can change everything, so it’s good to change the things that matter most.
—
Photo source: http://graphics8.nytimes.com/images/2007/04/19/world/19nigeria-600.jpg
http://news.bbc.co.uk/2/hi/business/2658127.stm
http://marketplace.publicradio.org/display/web/2007/04/20/nigerias_election_may_move_a_continent/
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=ebbc68d2-f141-8ba8-af51-b5cd1b6526af)
Dr. Pamela Rutledge is available to reporters for comments on the psychological and social impact of media and technology on individuals, society, organizations and brands.
Good article that many traditional marketing professionals should read. Credibility is definitely an issue with any type of positive brand communication for either internal or external markets. While (Nigeria) may be an extreme case of a “branding challenge”, the lesson can apply to any organization that has used traditional media brand messaging that contradicts, or at least varies, from customer experience of the organization. In my experience, if organizations would spend just a little of that branding budget on actually communicating with their customers, they could achieve a far greater result than just a snazzy message and 500 million banner impressions. Marketing is evolving as well as the tools to serve customers. What is the same, however, is the need to take time to listen to customers and find out how to server them better.
Thanks for your comment! I am in total agreement that listening to customers is important. It always has been, of course, but now customers have more power to communicate with the company and with each other when a company, country, or person is not responsive. The ability to isolate segments and niches of the market using new media means that marketers and brand managers need to put aside the “selling” hat and get more comfortable relating. I believe that it’s particularly important in brand management to understand the beliefs and needs of the market and address those, not just polish up the product and hope nobody looks at the man behind the curtain.
What kind of credibility are you looking for in a nation where adults riot for obtaining western education? When Prof Akunyili is tired, which she has if she will admit it, then she’ll resign and find some job to do.
Charity begins at home. Our incumbent leaders are the best people to be rebranded first before we the followers see and emulate. I do not see a success to the campaign if persons politically appointed become multimillion naira controllers while there are people who can not pay a N50 school PTA levy because they don’t have it.