‘Lolu Akinwunmi , Group CEO, Prima Garnet Africa Nigeria
Today I had a very engaging session as the special guest at the African Leadership Group/Nigerian Leadership Series, hosted by Pastor Ituah Ighodalo. Theme was: The Nigerian Brand & Insecurity. It was both exciting and demanding, largely because of the depth and range of conversation and questions.
One thing, however, became very clear: many people do not fully understand what the Rebranding Nigeria project is about. Some even assume it is a cure-all for the nation’s challenges. There is also a widespread misconception that the activities and initiatives along the way are the rebranding, rather than steps toward achieving it.
To be sure: Rebranding Nigeria is the goal. The process leading to it is something else entirely.
It is against this backdrop that I have chosen to write this piece, to provide clarity, context, and shed some light on a subject that many Nigerians are passionate about, and on which many also claim authority. This reflection is drawn directly from my experience at the Town Hall conversations today.
Too many people think rebranding Nigeria is about slogans, promises, logos and media visibility. If it were that simple, we would have solved it long ago.
And government functionaries who have at one time or the other managed the rebranding process also went into the project thinking it was a short term sprint: just run a few months’ media ad campaign, and presto! Nigeria would be rebranded! Wish it was this simple!
Rebranding Nigeria is about people, values and a long-term commitment to national transformation. The real work is deeper, harder and far more fundamental than mass communication. The true challenge of rebranding Nigeria is not what we say to the world, but how fundamentally we think about ourselves, and what values we are willing to change and also adopt as a people. Rebranding Nigeria is a journey, a slow, deliberate process of reshaping how Nigerians think, behave and see their country. And it must start from the ground up.
There is a growing tendency to speak loosely about “rebranding Nigeria,” as though it were a simple communication exercise, something that can be achieved through a few well-crafted slogans, logos, or media campaigns.
It is not. It cannot be.
Rebranding a nation is a long, deliberate, and painstaking process. It is not cosmetic; it is structural and behavioural. It goes far beyond advertising. In fact, mass communication is only a small part of a much larger national transformation agenda and effort.
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Having had the privilege of serving as the pioneer CEO of Nigeria’s rebranding initiative, Good People; Great Nation, and knowing what our 26-member ad hoc committee did over weeks in Abuja, labouring with the late Dora Akunyili, the Information Minister and our host, and crafting the strategic direction for the project, I can say with clarity and conviction that the true work of rebranding lies in social mobilisation and civic reorientation.
And it begins with the people.
A rebranded Nigeria cannot emerge unless Nigerians themselves begin to think differently; indeed be made to think differently about our country, about responsibility, integrity, patriotism, and collective destiny. This is not and cannot be a message to be subjected to TV or Radio jingles, or even social media broadcasts; it is first and foremost a mind-set to be cultivated. It must be taught, reinforced, imbibed, and lived, from the earliest stages of life…from kindergarten classrooms to universities, from homes to workplaces, from religious institutions to marketplaces; from army and police barracks to the palaces and political locations; every segment of society must be involved. This is what makes the process both powerful and demanding. It requires consistency, patience, and national alignment.
Let us also be clear about one important point: Rebranding is not a cure-all for Nigeria’s socio-economic challenges. And it will not, on its own, fix infrastructure deficits, unemployment, insecurity, or governance failures. However, if properly conceptualised and implemented, it can do something equally powerful, it can change perception, reshape attitudes, and inspire belief.
And perception matters.
Nations that succeed in shaping how their citizens see themselves often unlock new levels of confidence, productivity, and global respect. Citizens become advocates, not critics. They carry the nation’s story with pride, not hesitation. And attract other nationals as investors and leisure visitors to their country.
But this transformation cannot be one-sided. And this is where the harder challenge of any serious rebranding project lies.
Government has a critical and reciprocal role. It must provide leadership that is credible, transparent, and inspiring. People cannot be mobilised around values that leadership itself does not believe in or demonstrate. And in this case, leadership becomes the mirror that reflects the strong desires and aspirations of the citizens. What they see in the mirror will either produce trust or unbelief. And Trust is the currency of national rebranding, and trust is earned through consistent, visible, and principled governance.
In essence, rebranding Nigeria is a shared responsibility:
- The leaders must fully commit to a disciplined, demostrable way of doing things differently, and establish, and protect strong institutions
- The people must embrace new values and behaviours because they see leadership conviction.
- The institutions must reinforce those values.
- The government and the leaders must lead with integrity and vision.
And it is when these elements align can a true national transformation take place. This is when you can see a Rebranded nation.
Rebranding Nigeria is not about telling a better story.
It is about Nigeria becoming a better story.
And that is a journey; one that demands commitment, sacrifice, and time.
But if we stay the course, it is a journey worth taking.
‘Lolu Akinwunmi
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