Dr. Akunyili, Drop The Rebrand Meme, Adopt National Reorientation Instead

Dr. Akunyili, Drop The Rebrand Meme, Adopt National Reorientation Instead

On this page two weeks ago, I had advocated the 36 state strategy. In it I suggested to the Minister to forget about this Rebrand Nigeria thing, adopt a national reorientation posture and make the rounds through the state capitals.

I am glad to see that her advisers are steering her in the right direction. The next phase is to drop the Rebrand meme altogether. Rebrand as a term is not applicable when you are trying to change the actions and attitudes of your own people. National reorientation is more appropriate. Because words matter, lets examine the meaning of both terms; Rebrand according to the Webster’s new millennium dictionary of the English language means “to take an improved product, rename it and market it as new”. Reorientation on the other hand means; a fresh orientation, a changed set of attitudes and beliefs, it could also be said to be an act of changing the direction in which something is oriented”. Thankfully, there are agencies in Nigeria’s past and present history that could serve as a launching pad. MAMSER and NOA readily comes to mind.

In order to reorientate Nigerians, the minister has her work cut out for her. I would advise as a first step an aggressive campaign against jumping the line, the first sign of any reorientation should be to make sure that Nigerians are able to queue up in line for service. Second, a war should be waged against indiscriminate refuse disposal. In this regard, the Minister should work with the state and local governments. A PR campaign aimed at the general public should emphasize what a clean society means for us all. A reduction in malaria, the savings in Naira and Kobo as a result of this reduction, increased productivity (less sick days) which leads to an improved GDP. Link cleanliness to economics, explain how the people are involved in the process, seek their buy in and what a change in their attitude means to the nation.

This new approach at reorientation should not however be exclusively targeted at the Nigerian public only. I reiterate that for any agenda of the Minister to be effective, she has to have a one on one with the President. While most change is often bottom up, in Nigeria change should start from top to bottom. See, Nigeria’s President and his communication Minister will not be taken seriously as long as James Ibori is seen strutting the corridors of power. As long as Michael Aondaaka is seen to be using his office as an extension of the ruling party, this President and his agendas will not be taken seriously. She should make it clear that for Nigeria to be taken seriously both at home and abroad, Nigeria needs to start playing by global rules. Bernie Madoff, prior to his conviction would not be seen parleying around with Barack Obama or George Bush before him.

And as part of the new reorientation program, the compensation package (which includes entitlements and allowances) for political office holders should be reviewed, set at reasonable limits and should be a small percentage of government revenue. While the executive and the legislature are enjoying something akin to a loot, their constituents are not that fortunate!

I still don’t understand why we have to pay so much for bureaucracy when the critical sectors are still in dire shape. The logo great people, great nation is very apt. Nigerians are indeed a great people, no other nation has been traumatized as much as Nigerians have been. The great nation part of the phrase I disagree with. I believe Nigeria is a country with a great potential, particularly in the African continent. And to a larger extent within the black Diaspora. I also believe that no legitimate black issue can be resolved without seeking Nigeria’s input. Having said all that, what is holding Nigeria back is a failure of leadership. The failure of which lies at the door step of those in government. To underscore this point, the just concluded G20 meeting proved that while Nigeria is a potential great power, she can be conveniently ignored till she gets her acts together. If Nigeria would not take her rightful place within the global community, nations such as South Africa and Ghana will fill the vacuum. This is the sad reality of today’s Nigeria.

She should state the obvious to her principal; Nigeria can not and should not continue on this path. The old ways should give way to a new era of responsibility. If she is not able to get the President’s buy in, she may as well kiss the worthy project bye – bye.

Despite all the foreseen obstacles on her path, I wish the Minister the best of luck.