MOST TRUSTED BRAND IN NIGERIA 2015 DISCOURSE HOLDS NOVEMBER 25
The 2015 edition of the Most Trusted Brand in Nigeria –Research Presentation and Discussions- has been slated to hold on November 25, 2015 at the Lagos Sheraton Hotel, Mobolaji Bank Anthony Way, Ikeja, Lagos.
The event, which is organized and sponsored annually by Brand Health Limited, a market research company, will have its sixth edition this year in collaboration with National Orientation Agency with the theme: “Re-inventing the culture of Trust in Nigeria: the Process Roadmap”.
Emman Udowoima, CEO, Brand Health and promoter, Most Trusted Brand Awards
The Most Trusted Brand in Nigeria’s initiative is a contribution towards a better Nigeria. It is based on the conviction that building a high-trust Nigeria is possible. It is possible to re-invent the culture of trust in our various environments in Nigeria with the focus on reducing the gap between what “we say we are going to do and what we actually do”. We call it reducing “say-do gap.”
Many people are merely talking about the ills in the country, but very few are interested in fixing these ills. Building a more robust, trustworthy Nigeria, now and in the future for our people requires involvement of everyone. It requires people who are enthusiastic and are willing to volunteer their creativity and resources, to provide the desired outcome for the country. That is why Brand Health puts down its resources yearly to mobilize Nigerians to be more trustworthy.
This year’s edition is a radical departure from where we started-giving awards to brands; and now toa holistic mobilization of Nigerians to do the right things towards fixing the country with emphasis on moving from rhetoric to praxis. It intends to provide a platform for a fruitful dialogue amongst agencies of government, civil society organization, the military, academia, media, businesses and the general public. Our goal is to bring together these components of the society, some as discussants, and others as active participants/observers for the purpose of charting a course for our country-Nigeria. We also intend to do a communiqué at the end of the gathering which we believe should influence policy thrust. How does this work? We design questionnaires and interview over6,000 Nigerians in thirteen cities in the six geo-political zones covering twelve states and the Federal Capital city each year. We ask them to rate how much they trust Nigerians, government institutions and businesses. We also ask them to suggest how to improve trust in Nigeria. At the end of the day, results are collated and analyzed to find out which government institution or industry is most trusted by Nigerians or otherwise. The results of the study would be presented at the event, while discussants will talk on the theme and how to improve trust performance level.
2015 questionnaire required respondents to define trust, state if Nigerians trust their fellow country men and women and to suggest ways we can improve trust as individuals and as a country. The level of trust in the Police, Military, FRSC, Immigration, Customs, NAFDAC, EFCC/ICPC, NDLEA, NNPC, INEC, Executive, Legislature and Judiciary was measured. In business, trust performance in financial institutions, Telecoms, Technology, Power, Eatery, Food and beverages, Chemical and Pharmaceuticals, Electrical and electronics, Medical/hospital, Oil and gas, Aviation, Construction, Education services, Consultancy services and Entertainment were also measured.
Personalities that would lead discussions at the event include Mr. Mike Omeri, Director-General, National Orientation Agency as keynote speaker; Professor Charles Ogbulogo, Dean, Leadership, Covenant University; Dr. Joe Okei-Odumakin, President, Women Arise; Mr. Emmanuel Ojukwu; Former Police PRO and currently Commissioner of Police, Kogi state; Alhaji Bello KanKarofi, CEO, APCON; Mr. TunjiAdeyinka, MD, Marketing Connect and Mr. WaheedOdusile, President, Nigeria Union of Journalists, all as discussants.
One remarkable feature of this year’s event is the collaboration with the National Orientation Agency, an agency with the mandate to persuade Nigerians to be more trustworthy. The relationship would boost our quest for a society with ubiquity of trust.