Shobanjo, Biakolo Reflect on Nigeria’s
Image at BrandiQ’s Public Presentation
The quest to revamp Nigeria’s image using
the country’s cultural and tourism potentials was given a boost at an
intellectual feast organised concomitantly with the public presentation of
fast-rising marketing Magazine, BrandiQ. The event which created another
opportunity for fruitful and eye-opening discussions on Nigeria brought
together renowned marketing authorities, Communication experts and brand
professionals to brainstorm on opportunities available for the country in the
global market space. In a symposium tagged: Brand Nigeria @ 53, Opportunities,
Challenges and Prospects held at Federal Palace last weekend, Mr Biodun
Shobanjo, Professor Emevwo and other speakers repeatedly demonstrated that all
hope is not lost in attempts to salvage Nigeria from its attendant challenges.
Speaking at the Public Presentation, the
Editor-in-chief of BrandiQ Magazine and CEO of Synthesis communication, Desmond
Ekeh informed the gathering which had in attendance some dignitaries like Hon
Moshood Adeotu, representative of the Governor of Osun State, Rauf Aregbesola;
Apostle Hayford I Alile, Former DG, Nigeria Stock Exchange; Prof Lanre
Fagbohun,;Mr Idorenyen Enang; Dr. Austin Tam-George and others that BrandiQ is
poised to give Nigeria a global presence among internationally renowned
marketing communications magazines like Harvard Business Review and the
Economist.
According to Desmond, ‘‘ the vision of
BrandiQ magazine is driven by the passion to be the authoritative voice in
reporting Nigeria’s marketing communications activities in the global space.
The BrandiQ team is also motivated to take ownership of branding in Nigeria and
beyond. Apart from our style of brand reporting, our differentiating value
proposition lies in the marcomm tutorial and Journal which seeks to assist
students and researcher in the fields marketing and communication’’
He submitted.
In his presentation, Mr Biodun Shobanjo
hinged the opportunities and prospects of Nigeria’s economy on tourism. In his
words, ‘‘Tourism is big business; in fact, the 3rd biggest industry in the
world, after banking and the automotive industries. Tourism is a window to
overall destination engineering-generating income and creating economic
activity. By providing 1 out of 12 direct jobs in the world and 9.1% of global
GDP, we can see why it inspires national competitiveness, with the attendant
national pride that accrues to nations that are performing well on this
score’’.
He made copious inference to countries
such as Brazil, Dubai, Barcelona, Hon Kong, China and others that have
exploited the rich potentials of tourism. ‘‘In all my travels around the world,
my conclusion is that the Maker of the universe has left no country
disadvantaged. This is why a country must start up by unearthing its own truth
and invest seriously in promoting its natural assets and designing a deliberate
spin in its meaning for its desired customers. I am persuaded that not a few
visitors to the FIFA 2014 World Cup would be going to Brazil for something
other than soccer. For example, Brazil has somehow acquired an image of
creativity and achievement (the way they play the game of football with flair
and passion. And win) at the world’s most popular sport’’.
Shobanjo also emphasized that authenticity
is a competitive advantage because it provides the customer with a unique
experience as each country destination ; in its geography and culture from
others. ‘‘It is when a country defines a structure that is communicated by the
performance of its assets that the individual customer imbibes the meaning of
that country. It is when the intrinsic and extrinsic values of a
brand are communicated flawlessly that a customer is motivated to taking a
buying decision’’.
Professor, Biakolo, Dean of
Communications, Pan-Atlantic University raised concerns about issues ranging
from identity crises and ethnic polarities which seem to alienate Nigerians
from their country. In his words, ‘It is very vital for us to ask
ourselves some serious questions: Is there a product to be branded as far as
Nigeria is concerned? What is the nature and attributes of the brand? We also
need to assure ourselves of, first having a product and corporate unanimity. In
the light of these very germane concerns, I make bold to say that Nigeria is
not a nation yet. The identification of Nigeria has been problematic over the
years. A country where one feel alienated in a state which he has contributed
in no small measure calls for introspective awareness plan’’
·
B2 (L-R) Executive
Director, Institute of Communications and Corporate Studies, Dr Austin
Tam-George, Chief Executive Officer Scanad Nigeria, (AAAN), Bunmi Oke, Former
Director General, Nigeria Stock Exchange Rufai Ladipo, President Association of
Advertising Agencies of Nigeria and Chairman of the occassion, Apostle Hayford
Alile and the Former Chief Marketing Officer, MTN and Editorial Board Member
BrandiQ Magazine, Bola Akingbade at the public presentation of BrandiQ
Magazine and Symposium on Brand Nigeria at 53 in Lagos.
·
·
B2 (L-R) Secretary to
the Government of the State of Osun, Alhaji (Hon) Moshood Adeoti and the
Editor-in-Chief BrandiQ Magazine, Desmond Ekeh at the public presentation of
BrandiQ Magazine and Symposium on Brand Nigeria at 53 in Lagos.
·
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B3(L-R) Chairman Troyka
Holdings, Biodun Shobanjo, Chairman of the Occassion, Apostle Hayford
Alile, Secretary to the Government of the State of Osun,
Alhaji (Hon) Moshood Adeoti and the Editor-in-Chief BrandiQ Magazine,
Desmond Ekeh at the public presentation of BrandiQ Magazine and Symposium on
Brand Nigeria at 53 in Lagos.
·
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