As the calendar flips to August 1, Nigeria stands on the precipice of a nationwide protest against the administration of President Bola Tinubu. Dubbed #Endbadgovernance, the protest is not just a political statement; it is a brand crisis for the Tinubu administration, revealing the glaring disconnect between the government’s messaging and the lived experiences of its citizens.
In the world of brand and marketing communications, maintaining a consistent and positive brand image is crucial. However, the Tinubu administration faces a monumental challenge as its policies clash with the harsh realities of everyday Nigerians. Promises of “renewed hope” have been overshadowed by surging inflation, record unemployment, and widespread hunger. This dissonance has catalyzed a protest movement, signaling a massive failure in the administration’s ability to manage its brand narrative.
In an attempt to manage the unfolding crisis, a Lagos High Court, led by Justice Emmanuel Ogundare, has restricted the protests to two designated venues. While this move aims to prevent violence, it also highlights a strategic misstep in crisis management. By confining the protest, the administration risks amplifying the voices of dissent rather than quelling them. This approach could backfire, portraying the government as suppressive and out of touch with its citizens’ needs.
Justice Ogundare stated, “The restriction is necessary to maintain public safety and prevent irreparable loss of lives and property during the protests.”
Vice-President Kashim Shettima and other prominent figures have called for support and patience, urging citizens to trust the government’s intentions. However, these appeals starkly contrast with the growing frustration and hardship faced by the populace.
Shettima asserted, “The president meant well for all Nigerians and was neither anti-north nor anti-Islam,” during a meeting with media practitioners.
The Speaker of the House of Representatives, Hon. Abbas Tajudeen, assured, “We are committed to listening, engaging, and working with you to find sustainable solutions to the issues that confront us.”
In a striking move, the management of Silverbird Mall has announced a temporary closure ahead of the protests, citing concerns for the safety of their customers, tenants, and staff. This decision underscores a keen awareness of brand reputation and customer loyalty. By prioritizing safety and showing empathy, Silverbird is positioning itself as a responsible and responsive brand, in stark contrast to the perceived insensitivity of the government.
The mall management noted, “The safety and wellbeing of our customers, tenants, and staff are our top priority, and we cannot guarantee a safe environment for business to continue as usual.”
From a branding perspective, the Tinubu administration’s handling of the protest reveals a critical misalignment with public sentiment. Effective branding requires not just managing the narrative but also aligning actions with the values and needs of the audience. The administration’s focus on policy defense and restriction rather than empathy and engagement highlights a failure to connect with the people’s plight.
For brands, authenticity and engagement are key to building trust. The same holds true for political leadership. The Tinubu administration must move beyond platitudes and engage in genuine dialogue with its citizens. This involves not only listening to grievances but also demonstrating tangible actions to alleviate the hardships faced by Nigerians.
Governor of Lagos, Babajide Sanwo-Olu, warned, “Is a protest the catalyst for progress we need now? I strongly believe it isn’t. Instead, it could undo the modest gains we’ve made.”
The unfolding protests offer a crucial lesson in brand management for political leaders and corporate entities alike. At the heart of effective communication lies the ability to resonate with the audience’s experiences and emotions. As the Tinubu administration navigates this turbulent period, the need for a coherent, empathetic, and action-oriented brand strategy has never been more apparent. The question remains: will the administration rise to the challenge, or will it continue to widen the gap between its promises and the reality of the Nigerian people?
