Let me start by warning all of you that this is going to be very controversial. It may go against your judgment and political views. It is open to debate for as long as we obey the rules of engagement. No tantrums, no insults, no foul words. Just disprove my analysis with your own superior views. No more, no less!

Here I am examining the brands of Bola Ahmed Tinubu (BAT), Goodluck Ebele Jonathan (GEJ) and Olusegun Aremu Obasanjo (OBJ, three of Nigeria’s contemporary leaders; three different brands with different levels of market penetration. What is the strength of each brand? What are their downsides? How well have each of these brands been managed by their brand icon and their handlers? How ell has each of these brands fared within their  ‘product life cycles (PLC)’?

Permit me to start in ascending order of the physical size of the brand icons.

Bola Ahmed Tinubu.

Tinubu is a former Governor of Lagos State who governed Lagos between 1999 and 2007. He was the founder of Action Congress (AC) that later metamorphosed into Action Congress of Nigeria (ACN). He was for several years the unofficial leader of opposition in Nigeria before he teamed up with several other political leaders to form the All Progressives Congress (APC).

The Tinubu brand started with his election into the Nigerian Senate in 1992 and membership of the National Democratic Coalition (NADECO) between 1993 and 1999.  This early stage helped to establish the Tinubu brand within a small set of political actors in the South West of Nigeria. His prominent role in enthroning Iyorchia Ayu as the President of the third Senate of the Federal Republic of Nigeria expanded his brand presence among the political class.

Tinubu’s emergence as Governor of Lagos in 1999 gave him very strong media presence. His battles with then President Obasanjo and ability to withstand the PDP onslaught in 2003 established the Tinubu brand nationally. The brand was further helped by the perception that Tinubu promoted excellence through the choice of his cabinet members and associates.

Upon the conclusion of his term of office as Governor of Lagos State, the perception that his successor as Governor, Raji Fashola outperformed his peers helped to promote Tinubu has having eyes for identifying excellence. This perception has been given impetus by the emergence of Vice President Osibanjo, Governor Ambode and a few other Tinubu brand alumni.

Since the All Progressives Congress assumed power at the center, the Tinubu brand seems to be suffering a decline as a result of lost battles at the National Assembly, Kogi, and Ondo states and over the leadership of the APC. The outrage over increase in toll fees, Land use charge, the visionscape fiasco as well as a few other policy misadventures of Governor Ambode seem to be eroding the Tinubu brand like it has never experienced. So, has the branch over reached itself? Is there any room for the brand to rebrand to prolong its lifespan? Or is the end near?

Goodluck Ebele Jonathan (GEJ)

This brand started in 1999 when Goodluck Jonathan was elected as Deputy Governor of Bayelsa State with Diepreiye Alamiesiegha as Governor. The brand was unable to gain early traction because of the larger than life image of the Governor general of Ijaw Nation. Even after his emergence as Governor after the impeachment of DSP Alamiesiegha, the GEJ brand was still largely perceived as a dour provincial brand.

The emergence of goodluck Jonathan as Vice President to Late Umar Yar Adua, shot the brand to national reckoning, albeit as a brand extension rather than a unique brand of its own. The brand however began to grow following the ill health of Yar Adua and the controversies leading to the invocation of the doctrine of necessity.

The growth phase of this brand was very short due to poor brand management strategy and damages occasioned by brand handlers. Following conclusion of the 2015 election the opportunity to reposition this brand as a niche brand was again missed probably on account of hostile succession products and inclement marketing environment.

Is it too late to rebrand and reposition this product?

Olusegun Aremu Obasanjo (OBJ)

The Obasanjo brand gained national attention in 1970 when he commanded the 3^rd marine commando into accepting the surrender of the Biafran Forces. Even though at this period, brand recognition was not perceived as a marketing tool, the lucky break of 1970 still marked out the brand as one to watch. In 1975, Obasanjo emerged as the Chief of Staff Supreme Headquarters, the military title for the second in command to the then head of state. Obasanjo enjoyed another lucky break in 1976 when he became Head of State of Nigeria following the assassination of General Muritala Mohammed.

As head of State, a few of Obasanjo’s actions contributed in establishing his brand nationally and globally. The first was his diplomatic involvement in the liberation struggles in South Africa, the nationalization of assets of British companies through the indigenization decree, as well as his singular decision to hand over to a democratically elected government within set time frame.

Even in retirement, the handlers of this brand managed to ensure its growth through a well-choreographed rebranding process. The establishment of the African leadership roundtable at Ota, Obasanjo’s attempt to become Secretary General of United Nations and of course his often well timed interjections on national and international issues ensured that the brand remain perpetually on the shelve.

Obasanjo’s emergence as President of Nigeria in 1999 was a direct benefit of the brand handling of previous years. Whilst in office as President of Nigeria between 1999 and 2007, the brand was position as a paternalistic benefactor such that it was viewed as the only brand capable of saving Nigeria.

The attempt at a 3^rd term in office and the ill health of his successor did some damage to the Obasanjo brand, but like a cat with many lives, Obasanjo’s interjections at the critical moment of Yar Adua’s ill health ensured that the imperfections of the brand were overlooked, thereby earning the brand a new lease of life. Similar strategies in 2014/2015 and Obasanjo’s, education at the Nigerian Open University, the activities of Obasanjo Presidential library as well as his neo-emergence as the leader of opposition in 2018 are all geared towards keeping this brand in focus and on the retail shelve.

When will the Obasanjo brand experience a decline?

Conclusion

The life cycle of personal brands of politically exposed persons can either be prolonged or shortened by how well it is handle. The aspiration of every politician should be to have a long PLC. It is actually better to be ‘the brand’ like Jeep is to SUV in Nigeria. How many Nigerians know that Jeep is just the brand name of an SUV manufactured by Fiat Chrysler, a company that manufactures other brands of SUVs? Why has Jeep come to represent SUVs in the minds of most Nigerians?

The Jeep strategy is a marketing strategy that every personal brand developer should aim to emulate. Rather than just being a political leader, we should aspire to be ‘the leader’. Let your name be used as a synonym for excellence like Awolowo’s name is attached to free education in Western Nigeria. We must aim at building brands of excellence and strive towards being brands with long lasting attributes.  As we march towards 2019, let all of us who have political aspirations think differently from the people we aspire to replace. Let us stop trying to be Panadol when we can be ‘the Panadol’.