Jollof rice and the brand Nigeria came about as a result of the recent jollof rice comment made by Nigerian’s Minister of Information – Lai Muhammed regarding the question asked by CNN reporter – Richard Quest “Which country makes the best jollof rice?“.
Mr. Lai Muhammed’s response to that question gave rise to this article which is based on brand custodians/ambassadors.
Who is a brand Ambassador?
Brand ambassadors are those faces we see and love in the public that represent a particular brand in our minds.
Lai Muhammed is the Minister of Information for Nigeria, so it is expected that any information about Nigeria, he is your man. So, basically Lai Muhammed is a brand ambassador for Nigeria which means he should always support Nigeria in all aspects and topics.
What are the roles of a brand Ambassador?
A brand ambassador should have the following traits or skills, because he or she occupies a very important role in the business. He or she is the face of the brand, anything said or done can and will be used for or against the brand he represents.
- Established online/offline presence:
A brand ambassador has his own personal audience popularly known as fans, he leverages that to get the job and also used his audience to build and grow a follower-ship around the brand he or she represents.
Lai Muhammed is a well-known Nigerian. He has the support of millions of Nigerians as seen in his appointment as the minister of information. Therefore, he should be pro-Nigerian, giving positive information about the country.
- Passionate about building new and keeping old relationships:
Brand ambassadors should be courteous building new relationships and managing old ones to make the brand better.
Lai Muhammed was given an opportunity to speak to the world concerning a topical issue in Nigeria; he should have supported Nigeria in the jollof rice war.
- Natural leadership skills/aura:
As a brand ambassador, you should have a quality that endear people to you win their trust and make them believe in the brand you represent.
- Knowledgeable about Marketing
Brand ambassadors should understand marketing especially their brand’s competitors to be able to fully support their brand no matter what. A quick example: A pepsi ambassador should not be seen in public drinking Coca-Cola.
Lai Muhammed is a Nigerian brand ambassador and in jollof rice war against african countries (Ghana, Senegal and Nigeria) he should have supported the country he represents.
- High level of professionalism
Roles of Government officials Regarding the Country they Represent
Government officials representing a particular country are expected to perform the following roles:
- Always put their countries first because they swore an oath in their appointment as Government officials.
- Their country should be portrayed as the best with room for improvement.
- Support their countries.
- Work hard to make their countries great.
- Pay their taxes.
- Execute their duties honestly and diligently.
Why is Lai Mohammed’s Comment a Gaffe?
Lai Muhammed’s comment was a mistake simply because as a minister in Nigeria, citizen of the country and brand ambassador he chose another country above his motherland on a global stage.
How Osinbajo Saved the Day?
The Vice-President, Prof. Yemi Osinbajo salvaged the situation by correcting Lai Muhammed’s mistake and reassuring the whole world that Nigeria has the best Jollof rice. This is because he understood the need to represent his country and to serve his father’s land.
Lessons Learnt
So, what are the lessons learnt from this article? Leave a comment below.