In an article I penned back in 2020 titled ‘A Global Brand Positioning Strategy for Nigeria,’ I emphasized that Nigeria is not only Africa’s most populous nation, boasting over 200 million inhabitants, but it also possesses the continent’s largest proportion of cultivable land-approximately 33 percent. This unique advantage positions Nigeria to potentially become Africa’s premier Food Basket.
My insights were heavily influenced by Alfred Paul Ries (1926-2022), a renowned American marketing expert and author, who shared with me the principles behind building powerful global brands. He believed Nigeria had the potential to emerge as a global economic powerhouse, drawing parallels with the transformative growth witnessed in Singapore and China.
Al Ries co-founded the Atlanta-based consultancy Ries & Ries alongside his daughter, Laura Ries. Their firm, which has advised numerous Fortune 500 companies, had previously visited Nigeria, gaining firsthand experience of the country’s vast opportunities.
Before his passing on October 7, 2022, just weeks shy of his 96th birthday, Ries inspired me to embark on writing my next book. Despite his acclaim in marketing, Al’s academic background was in mathematics, having graduated from DePauw University in Indiana, USA.
In our correspondence, Al consistently highlighted the interconnectedness of public relations, marketing, and advertising. During an interview with Shola Oshunkeye, publisher of Crest online newspaper, Al was asked about the foundations of national prosperity. He pointed to Adam Smith’s seminal 1776 work, ‘The Wealth of Nations,’ describing it as the definitive guide on the subject.
Al explained: “The division of labor fosters specialization, skill, efficiency, and innovation, which collectively generate wealth.
“However, this process has its limits. Since the division of labor depends on the ability to exchange goods and services, its scope is constrained by the size of the market. Simply put, specialization drives wealth creation, but the extent of specialization is capped by market reach.
“This explains why larger nations tend to be more economically prosperous than smaller ones. For instance, the United States, the largest country in both North and South America, is also the most economically successful in those regions. Similarly, Germany, Europe’s largest country, leads economically on the continent.
“Yet, there is a way to overcome the limitations imposed by size: by marketing your brands globally rather than restricting them to domestic markets.” In essence, Al emphasized that a country’s wealth grows not by trading internally but by exporting to international markets.
The core takeaway is that Nigeria, as Africa’s largest nation, holds the potential to become the continent’s most prosperous country. The data supports this possibility, but realizing it demands committed, transformative leadership at every level of government, focused on doing what is right.
Defining Nigeria’s success as Africa’s giant can be approached from multiple angles. Two key perspectives include: a) highlighting what makes Nigeria uniquely positioned on the global stage, and b) showcasing its economic assets to attract investment.
By framing discussions around Nigeria’s vast economic promise, we can unlock new public relations opportunities-such as promoting Nigeria as the “Greenest Nation in Africa,” a concept inspired by Al Ries. This branding leverages Nigeria’s rich agricultural resources and tourism potential, gifts of nature that are truly remarkable.
As Nigeria celebrates 65 years of independence, it is clear the nation has abundant resources to offer the world. A comprehensive branding strategy should capitalize on Nigeria’s cultural diversity and economic strengths while embracing digital innovation and evolving consumer trends like sustainability and personalization.
Key pillars of this strategy include Nigeria’s agricultural edge-maximizing its extensive arable land to develop globally recognized food brands by focusing on specific product categories; cultural authenticity-using compelling storytelling to emotionally engage diverse audiences by showcasing Nigerian creativity, resilience, and heritage; and demographic advantage-targeting the digitally savvy youth through robust online marketing and seamless digital experiences.
Understanding the varied consumer behaviors across Nigeria’s vast population is crucial. By analyzing regional preferences and cultural nuances, brands can segment and target audiences more effectively.
A detailed competitive analysis will help identify unique selling points that distinguish Nigerian brands, while tapping into the growing e-commerce sector can enhance online visibility and customer engagement. Incorporating cutting-edge technologies such as artificial intelligence and blockchain will further refine branding efforts, enabling personalized marketing and deeper customer connections.
It is vital that these initiatives respect cultural sensitivities and align with local values, while maintaining a universal appeal to global markets. Consistency in brand messaging across all channels is essential to build trust and recognition within Nigeria’s competitive landscape.
With Nigerian consumers increasingly conscious of environmental issues, integrating sustainable practices into branding strategies is not only ethical but also advantageous. Leveraging data analytics to deliver tailored marketing messages will meet individual consumer needs and preferences more effectively.
Al Ries also emphasized that successful brands prioritize the customer over competitors. Before his death in Atlanta, USA, he shared his marketing wisdom in over 70 countries. This presents a valuable opportunity for researchers to delve deeper into what it means to be truly “customer-oriented.”
He further noted that iconic brands are created by being distinct, not necessarily superior. Nigeria’s distinction lies in its vast arable land, presenting a significant opportunity to develop global food brands that stand apart from other African nations.
Repeatedly, I affirm that Nigeria is a remarkable country, and we have no alternative homeland. While we have faced numerous missed opportunities due to a political elite that often fails to lead by example, the potential remains immense. I often wonder why those in power neglect the chance to generate wealth for Nigerians.
My belief is that many leaders deliberately overlook these opportunities, prioritizing personal enrichment and patronage over national development. Unfortunately, electoral ambitions frequently overshadow the imperative to build social capital at the grassroots.
Though political missteps are disheartening, we must also focus on positive change. We each have a role in transforming our mindset and behavior. My friend and colleague in the United States, Nosa, advocates for Nigerians to embrace “cultural change and ethical transformation” as the foundational steps toward achieving greatness. I wholeheartedly concur.
In my upcoming article, I will explore why Nigeria holds a unique position globally. Despite current economic challenges, many Nigerians are thriving across various sectors, driven by resilience and determination rather than despair.
A fitting example is Mrs. Uwem Asibeluo, a visionary fashion entrepreneur who exclusively uses Ankara fabric to define her brand identity. Recently, we highlighted her story through our media platforms, celebrating her creativity and business acumen. “Our brand bridges traditional and modern fashion, making Ankara a stylish choice for everyday wear, anywhere,” Uwem, founder of April Wind Couture, shared.
It is imperative that we all commit to elevating the Nigerian brand by spotlighting the nation’s unique strengths, opportunities, and achievements.
Braimah is a public relations expert, marketing strategist, and media entrepreneur. He serves as publisher and editor-in-chief of Naija Times (https://ntm.ng) and Lagos Post (https://lagospost.ng). He can be contacted at [email protected].
