Nigeria’s Rebranding: Culture as the Missing Piece.
Nigeria is a nation of vibrant energy, breathtaking landscapes, and people brimming with creativity and a high level of hospitality. Yet, the narrative often painted of Nigeria, both at home and abroad, falls short of capturing its true essence.
Each time someone asks me, “Where are you from?” and I say Nigeria, they are eager to learn more, often by searching online. The information they find about Nigeria’s abundant natural resources compared to its standard of living often shocks them and leads them to see Nigeria as “just another ordinary country.” This is disheartening. Ask those who left Nigeria for greener pastures, and they will tell you how much they desire and wish that Nigeria would live up to its potential. It is quite unfortunate that Nigeria is not utilizing its resources in a way that would earn it a prominent place on the world map. There have been several economic, political, and social reforms and policies implemented by successive leaders over the years, but something is missing from the puzzle: culture! Instead, Nigeria has been relying too heavily on copying ideas and borrowing values from other countries.
“To shine among the stars, you must embody the unique brilliance that sets you apart,” and the same applies to nations.
Nigeria’s rebranding efforts, while well-intentioned, often overlook the very soul of the nation — its rich and diverse cultural heritage. It is high time we recognized that culture is the missing piece that can unlock Nigeria’s true potential. There is an urgent need for cultural integration into policymaking and the way of life of the Nigerian people. Think of Nigeria’s bustling markets, overflowing with colorful textiles; the rhythmic beats of Afrobeat pulsating through the streets; the captivating storytelling traditions passed down from one generation to another. This is the real Nigeria: a nation of rich tradition, raw talent, and resilience.
China’s amazing economic rise has been fueled, in part, by a renewed sense of national and cultural pride. The government strategically invested in preserving and promoting traditional arts, language, and values, fostering a renewed sense of national identity. This cultural revival provided a strong foundation for economic development, instilling a sense of discipline, hard work, and collective purpose[1]. As some Chinese scholars claim, politics, economics and culture are the three gears of any society and only when they move harmoniously can the whole society develop rapidly[2]. The American story is one of individualism, innovation, and a relentless pursuit of progress. These cultural values, deeply embedded in the American psyche, have fueled its technological and economic dominance[3]. The US fosters a culture of risk-taking and entrepreneurship, encouraging creativity and innovation. Even Russia, with its complex history, demonstrates the power of culture to unite and inspire. A strong sense of national identity, rooted in its rich artistic and literary traditions, has provided a sense of continuity and resilience, even amidst political and economic challenges[4].
What can Nigeria get from these? Investing in cultural preservation and promotion can be a powerful catalyst for national development. Nurturing Nigerian languages, supporting traditional crafts, and celebrating indigenous knowledge systems can create a similar sense of cultural pride and drive economic growth. Promoting a culture of innovation and creativity is crucial for economic growth. Nigeria can support entrepreneurship, invest in research and development, and foster a spirit of intellectual curiosity. Celebrating Nigerian ingenuity in technology, arts, and sciences can drive innovation and create new opportunities.
Previous attempts to rebrand Nigeria have often focused on superficial changes — a catchy slogan, a change of national anthem. I’m sure many can remember the popular advertisement back in 2009 “Nigeria: Good People, Great Nation”. The campaign aimed to improve the country’s image at home and abroad. While these efforts might have some short-term impact, they fail to address the deeper issues that shape Nigeria’s image. True rebranding must start from within, with a renewed appreciation for Nigeria’s cultural wealth. As Mazrui eloquently stated, cultural forces play a significant role in shaping a nation’s identity and its place in the world.[5]
Imagine a New Nigeria
Imagine a new Nigeria where its indigenous languages are celebrated, not marginalized. If there is need for one common language due to diverse tribes, imagine a real determination to develop a Nigerian common language. If building a new language is a problem, Nigeria can work on re-modifying English and re-brand it as “Nigerian English,” which would help Nigeria integrate necessary cultural elements and words. After all, America modified British English, and there is South African English — all are re-modifications of an already popular and existing language.
Imagine a nation where all three arms of government encourage and promote made-in-Nigeria products by using Nigerian-made vehicles, computers, and even dishes and cutlery in any occasions or governmental offices and houses.
Picture a thriving arts scene, supported by robust cultural institutions, where Nigerian artists can tell their stories to the world. Envision a tourism sector that showcases the country’s diverse cultural heritage, attracting visitors not just for its natural beauty, but for its rich traditions and artistic expressions. Imagine a Nigeria with rich tourist centers and a high level of security, and think of how much Nigeria stands to gain. Instead of beautifying and promoting tourism and cultural centers, we have dilapidated tourist buildings and structures .
This isn’t about romanticizing the past; it’s about harnessing the power of culture to drive innovation and progress. Nigeria’s creative industries, from Nollywood to its vibrant music scene, are already demonstrating the potential of culture to generate economic growth and create jobs. Investing in these sectors, nurturing local talent, and promoting cultural entrepreneurship can unlock even greater economic opportunities.
Think about lots of people on the streets wearing clothes made from Nigerian fabrics — shirts, dresses, everything! Imagine everyone loving our culture, not just wearing traditional clothes on Fridays or Sundays. Just think of all the new businesses that would pop up, all the jobs created, and all the money going around!
Re-branding Nigeria is not about creating a new image; it’s about rediscovering and celebrating the authentic Nigeria. It’s about recognizing that culture is not just a thing of the past, but a dynamic force that can shape the nation’s future. By placing culture at the heart of its re-branding efforts, drawing inspiration from successful examples like China, America, and Russia, Nigeria can finally unlock its true potential and take its rightful place on the world stage. It’s time to put the missing piece back into the puzzle and reveal the true picture of a vibrant, dynamic, and culturally rich nation.
We cannot continue wanting to be like them and think we will be like, or greater than them. We will only keep looking up to them.
They’re doing their own thing, in their own way. If we want to be leaders too, we have to do our own thing, in our own way. Nigeria can achieve amazing things by embracing its unique culture and letting it shine.
The question is, are the leaders not aware of the benefits of all this? I would say they are. The problem is not a lack of knowledge; the problem is not placing value on the national interest, which should be the steering wheel of both local and foreign policies. And where national interest is not prioritized, we can say that either personal or group interests dominate.
This isn’t just a matter for government and leaders; it’s a call to action for every Nigerian citizen. The nation’s motto, “Good people, Great nation,” demands individual responsibility and a commitment to the ethical principles embedded in Nigeria’s rich cultural heritage. Only through collective adherence to these values can the country truly realize its potential.
God Bless Nigeria. Amen!
References
- Fan, G. (2010). The Chinese model of development. Journal of Chinese Economic and Business Studies, 8(2), 101–117.
- Xuewen, Dong. (1997). as cited in Amira F. (2008 p.1) Role of Culture in Economic Development: China Study of China and Latin America
- Lipset, S. M. (1996). American exceptionalism: A reaffirmation. Johns Hopkins University Press.
- Hosking, G. (2001). Russia and the Russians: A history. Harvard University Press.
- Mazrui, A. A. (1990). Cultural forces in world politics. Heinemann.
