At book launch, industrialist links culture ambassadorship to nation branding
The President, Fertilizer Producers Association of Nigeria, Thomas Etuh has hinged the economic survival and growth of the country on how strong the citizens are willing to be ambassadors of change and culture, insisting same should be the major anchor for any potentially successful nation marketing effort and project.
Etuh who spoke in Lagos, Lagos recently at the public presentation of a book; PITCH: Debunking Marketing’s Strongest Myths, authored by brand analyst, Ikem Okuhu warned that the country may not achieve much at the various platforms of global exchange if the citizens do not make themselves available as ambassadors of everything the country stands for.
Represented at the event by a former National Chairmanship aspirant of the Peoples Democratic Party (PDP), Barrister Ibrahim Shehu Birma, Etuh, who is also the Chairman, Tak Agro Plc, described Nigerian writers as flag carriers, whose works go a long way in moulding Nigeria’s perception.
“Writers, be they of fiction or management, are agents of culture and nationalism. Their reflections of the country in their books form the pictures and impressions that readers, especially in other climes have about our dear country,” he stated.
He said, contrary to widely held beliefs, Nigerians are still avid readers of books and called on those gifted with the skills of writing to continue to document events, trends and stories around them as a means of preserving the history and heritage of the Nigerian people.
Also at the event, Vice President, Corporate Communications and CSR, Airtel Nigeria Emeka Opara described the book as “table-shaking”, alluding that the author’s track record as a journalist that approaches issues usually from a different perspective may have helped in shaping a book he was sure would stir a lot of debate in the Nigerian marketing and communications industry.
The author, Ikem Okuhu, said that in writing the book, he was inspired by the paucity of engaging literature with particular focus on the Nigerian environment despite the compelling accomplishments of practitioners in the country.