As Nigeria continues its struggle over bad image and stereotyping by Western media, the National Institute of Marketing of Nigeria (NIMN) has urged the marketing professionals in Nigeria to take the lead in marketing and portraying the brand Nigeria in positive lights to the rest of the world.
“We have so much resource, both human and material in this country and I believe it is the responsibility of all of us especially the marketing people to present these to the world,” said Tony Agenmonmen, the NIMN president and chairman of council, at the recent induction ceremony held by the institute in Lagos.
According to Tony, there is a need to first understand the substance of what Nigeria is and what the nation is blessed with and what makes us Nigerians, which is the starting point of marketing Nigeria as a brand to the rest of the world. “Nigeria is a beautiful country, there is so much we can talk about it – we have so much positive, but it appear to me that we tend to dwell more on the negatives side,” he said.
Addressing the marketing professionals on moving the institute and the profession forward, Tony opined that there is a need to promote the frontiers of integrity across board. “I think more than anything our nation needs integrity, and for marketing people especially because of the kind of job they do, if they are going to be able to move their brand forward and be able to make proposers to their marketing director or their MD, it needs to be mentioned that whatever they say – they should be trusted,” Tony stated.
In his charge to the newly inducted members of the NIMN, Tony said they should be shining examples both in their various department and companies, and to represent the institute very well because of its ethical nature. “We want all our members where they are – no one should be found wanting wherever they are”.
Gloria Nwabuike, the head marketing, Nestle waters in her presentation on ‘Marketers take the lead’ urged the newly inducted members of the institute to always stand up for the profession by being good ambassadors of the ethical values of marketing.
During the induction ceremony, a total of 29 members were inducted as full members, while 177 were inducted as associate members of the NIMN.