[Eja]

Excellent article Uche.

The only thing I disagree with is the use of the word "rebranding" to describe the exercise. You see, when one sees that word, it is hard to silence the inner voices that whisper "Scam afoot!! Scam afoot!!"

"Rebranding" is what polluting oil companies, international mercenary organisations and murderous drug companies do when their current brand has outlived its usefulness as a commercial communication tool.

Therefore, perhaps a better title can be found for the exercise; preferably one that will not carry such an implicit and persistent admission that the product is faulty.

And why should we be wary of such an admission? For the same reason that a lawyer defending a person charged with theft will not make an opening statement before a jury with the words "My client, the reformed thief...."

As to the objection that is based on the premise that there are other more important things to be dealt with, this can be answered by reminding the objectors that different government apparatus have different functions. Division of labour works best when all components mind and seek nothing more than to excel at their allocated tasks. It is not the job of the Information Minister to revamp the electricity infrastructure. Her/His primary task is to see to it that information is marshaled in a way that is of best service to the country.

Now, since what is being spoken of here does not merely involve "selling Nigeria" to foreigners but, is actually more about getting Nigerians to think positively about their country, it should not be hard to see how the results that will come from the correct implementation of this exercise can be beneficial across the board.

For example, if one campaign involves selling the image of performing Governors not merely as indigenes of their States but, primarily as successful Nigerians, then, it will be harder for those Governors who are not performing to keep bamboozling their populace with empty slogans and endless initiative launchings.

In other words, if the successes in one region are persistently held up as examples of what is possible in Nigeria, then people will be more resolute when it comes to taking steps to disempower the ones that are preventing them from enjoying those benefits that should by right accrue to ones who assent to live under the rule of a government.

The major part of what it means to be a human being is tied up with our awareness. Therefore, this exercise, if executed resolutely and in good faith, could have a most profound effect on the lives of all Nigerians. In other words, the information that we are exposed to is what determines what we are. If we keep being bombarded with the sort of information that lowers our expectations WRT what it means to be a Nigerian, then, being a Nigerian will never amount to much because, in spite of our many condemnations and jeremiads, we will find it near to impossible to escape the awareness conditioning that makes us all accomplices (one way or another) in the degradation of Nigeria.

We should not be so quick to dismiss this exercise because, what Mrs Akunyili has in her hands may be one tool that can be used to coerce good governance and performance out of Nigeria's "servant-leaders".