Which country does this slogan describe? Whichever country you're thinking of, I'm pretty sure it's not Nigeria. And yet this is the slogan they have just adopted as part of their latest re-branding programme.

They clearly believe branding to be a lick of paint, or perhaps several thick coats. Anybody with rotten windows will know that simply painting them does not fix the problem. And even if it were to work, how does this slogan differentiate Nigeria from every other country? Isn't that the point of branding, by definition?

I met someone recently who had worked for a hotel that had created a strong brand but then delivered a service that never lived up to the promise. Unsurprisingly, the business failed.

Nigeria has a brand, and it's not an enviable one, for good reason. Branding can't simply ignore what the world thinks, and it has to build on what you already have that's good and distinct. After this latest attempt inevitably fails, Nigeria is bound to have another attempt at re-branding. Let's hope they go about it the right way next time.

Nigel Penn-Simkins 0118 951 9450