A significant literary project aiming to redefine Nigeria's national image and trajectory has been launched in Lagos. Titled 'The Handbook of Rebranding Nigeria: An Anthology of Context, Critical Analyses, and Counsel (Vol. 1)', the book serves as a comprehensive repository of ideas designed to guide the nation towards its potential.
A Collective Vision for National Renewal
Edited by Ofuma Agali, Lead Consultant at Candella, and Dr. Temi Abimbola, an Associate Professor of Marketing, the anthology consolidates the perspectives of 54 contributors. This diverse group includes marketing communication experts, journalists, academics, public affairs analysts, and elder statesmen. Their collective mission is to address the perennial questions surrounding Nigeria's identity and future.
Agali described the publication as an intentional act of preservation. He observed that Nigeria is constantly generating brilliant insights, arguments, and warnings through speeches, media, and everyday discourse, but these valuable contributions often fade with time. "The conscious and responsible preservation of our thoughts, stories, and projections, therefore, offer us a foundation, as a people, to harness the depths of hindsight so we can be equipped with the foresight that will lead us in the right direction," Agali explained.
Contextualising Nigeria's Brand Journey
Dr. Abimbola outlined the book's core objectives, which are to contextualise the nation's perceptual value and image. It seeks to equitably answer fundamental questions: "Where are we?", "Where should we be?", and "How should we aim to arrive at where we are aiming to be?". To achieve this, the contributors delve into historical narratives, current realities, and future projections for Brand Nigeria.
The project finds its roots in the debates sparked by the 2009 "Good people, Great Nation" campaign. Agali revealed that over 90% of the essays were curated from previously published works in newspapers, magazines, and blogs, or from presented papers. This curation ensures that critical contributions to the national dialogue are not lost. "The book has gathered what could have become forgotten and placed it within reach – to serve as a reference for debate, historical perspective for planning, and a reminder for affirmative action and follow-through," he stated.
Timely Insights for a Nation at a Crossroads
Despite being assembled from past insights, Abimbola emphasised the work's urgent relevance. She highlighted three crucial areas explored in the book:
- The Historical Perspective: Understanding the past is vital to navigating the future confidently.
- The Role of Brand Anchoring: A nation's core essence must act as the pivot for all future growth and the judgment of its value.
- The Imperative for a 'New Nigeria': The time to merge historical understanding with strong brand anchoring to build an inclusive nation-state is now.
"Such a coherent nation brand is to act as a platform from which Nigeria can propel itself out of the quagmire of strife and stunted development and into its rightful place among the pearl of nations," Abimbola asserted.
In a keynote address, Akin Adeoya, CEO of MarketingMix, praised the book's clarity on Brand Nigeria. He stressed three critical issues: the necessity of a resolved national identity for successful branding, the need to cultivate confident citizens who understand their global place, and the fundamental prerequisite of economic viability and clear comparative advantage. He concluded with an appeal for continued engagement in nation-building, urging citizens not to be overcome by present challenges.
Chido Nwakanma, Editor-at-Large for BusinessDay Media, reviewed the nearly 400-page handbook as a "monumental and ambitious project." He noted its extensive scope, analysing the Nigerian experience through history, sociology, politics, culture, management, diplomacy, and communication. The book documents key branding campaigns, offering a valuable record of the nation's ongoing dialogue with its own image.
The anthology features contributions from a wide array of notable figures, including Prof. Kayode Soremekun, Bishop Matthew Hassan Kukah, Dr. Biodun Shobanjo, Dr. Kayode Fayemi, Funmi Iyanda, and many others, making it a seminal reference point for anyone invested in Nigeria's future.
