Press Releases

Rebranding Must Start With A Re-Appraisal Of How We Talk About Ourselves - Fashola

Mar 27, 2009 - Lagos State Governor, Mr Babtunde Fashola (SAN) on Friday declared that for the rebranding of Nigeria to achieve its desired objective it must start with a re-appraisal of the way Nigerians talk about themselves.

Governor Fashola who spoke at Lagos House Marina while hosting the Minister of Information and National Orientation, Professor Dora Akunyili on a courtesy visit added that the problem with negative reports about Nigeria should not be blamed on the western media but that Nigerians, especially leaders and the media should be more circumspect about what they say about themselves as a people.

He added that on a daily basis, Nigerian papers carry reports of violence on the front pages as if it is a problem dominant in all 36 states while most television stations relish in putting headless bodies on screen when they know very well that children are viewing.

He added that such reports end up getting on to the internet where it cannot be recalled.

Said he: “We have done so much more damages to ourselves without knowing it and it is not the western media who hurt us but indeed ourselves. What we say as leaders about our economy and our people also matter”.

Continuing, Governor Fashola said: “I have never heard an American President or Governor say negative things about his people. When the usual slogan here is that everybody is corrupt, everybody is a thief, 36 states Governors are criminals, because once we are the ones who say it, the world believes it”.

He urged the minster to work with officials of her ministry to forge a partnership with information managers on the information highway who must ensure that rebranding takes place in terms of the kind of news that goes out on to the public .

Governor Fashola asserted that no country is free from problems like that of education, infrastructure, healthcare and unemployment as exemplified by the United States of America where the issue of health was still on the front burner during the last elections despite over 233 years of nationhood.

Said he: “No country is free from problems of education, infrastructure, healthcare, transportation, unemployment. It is simply a matter of intensity and complexity. It is a matter of how developed and underdeveloped a country is. And this would be a problem from nation to nation and race to race as long as man exists. Our case is not hopeless”.

He added that what Nigerians need to do is learn from what is happening around us and reduce the mistakes that were made as an emerging nation and emerging people.

Governor Fashola also said: “I have been to several parts of the country and know how endowed we are. It is not that we should talk about corruption as if it is a disease. Corruption is not our problem but just the symptom of a main problem which is poverty”.

The Lagos State helmsman also said the rebranding process should be about how to make the economy work as the contention of people who come into Nigeria is that it is a very well endowed country which has not been fully tapped yet.

He promised that the state will support anything that is designed to advance the cause of Nigerians, promising that the state will lend its voice, support and energy to anything that prospers the country.

Said he: “I have not seen anything wrong with rebranding. All over the world, even countries that have achieved development that we strive for are branding and competing. The underlying reason is that no nation can deliver all of the goods and services responsibilities that she has to her people”.

Continuing, he said ideas have to cross, capitals must cross, people must cross, investment must cross from one economy to the other and that is why rebranding is very necessary.

He said he felt very proud that Nigeria is putting forward a woman of deep intellect and strong compassion, and commitment as an information minister.

Earlier the minister, Professor Dora Akunyili had described Governor Fashola as one of the great brands of Nigeria and one of the faces which Nigeria can show to the world.

He said everyone is excited about the opportunity to see Governor Fashola and commended the giant strides that he has recorded in so short a time.

He congratulated Governor Fashola for successfully managing the affairs of Lagos- a mini Nigeria effectively adding that his great work will boost the rebranding project of Nigeria.

Said she: “If we succeed in getting the buy in of one of the great brands of this country who is Governor Babatunde Fashola (SAN) and by extension Lagos State, then we are starting well”.

She added that the rebranding project intends to involve Nigerians because when Nigerians believe in a project they will buy into the project, thus ensuring that such a project not only succeeds but endures.

In her words: “We want the rebranding project to be homegrown. It is not only for projecting Nigerians positively, it would also involve cultural revival and re-orientation, patriotism, development of community spirit as Nigerians”.

He said just as Governor Fashola has proved the doubting Thomases that Lagos could attain the status of a mega city, she will also strive to achieve excellence through rebranding by partnering with the Centre of Excellence on the project.

The Minister was accompanied on the visit by the Director General of the Voice of Nigeria, Alhaji Abubakar Jijiwa and other senior aides while Commissioner for Information and Strategy, Mr Opeyemi Bamidele, Establishment and Training, Mr Jide Sanwo Olu, Economic Planning and Budget, Mr Ben Akabueze among other government officials were with Governor Fashola to receive the minister.