Date: 2012-06-09

Branding is life. No individual or corporate body survives without branding. Churches and mosques brand to underscore the importance of their missions. Even governments and states brand. For example, India is noted for its ICT prowess, Japan for its electronics, Dubai for its tourism. Ditto South Africa and Kenya.

Under the democratic dispensation, various state governments have embraced branding to reposition their states and make them more investment friendly. Cross Rivers is noted for its Christmas festival, Osun for its Osun Osogbo and Kebbi for its Argungu Fishing festival. All these are important to position and market the states.

One state that has joined the branding game is Kwara. Acclaimed as the home state of brand builders like Prince Samuel Adedoyin, Dr Oyin Jolayemi and Rasaq Akanni Okoya of Eleganza fame, before now Kwara was regarded as a backwater state of itinerant, semi-literate traders. But that was then. Not anymore. Kwara has rebranded.

To commemorate this year's Democracy Day, Kwara State Governor, Alhaji Ahmed Abdulfatai, launched a new logo for the state. Days before the launch, teasers had appeared in some national dailies heralding the unveiling of a new Kwara.

 On the D-day residents woke up to see bevy of beauties and boys clad in white strategically placed in important locations in Ilorin.

They displayed large placards bearing various inscriptions. 

At Geri Alimi area, a youth leader, Adio Garuba, admitted that the activation had been on for a week.  

"Aside what we are witnessing this morning or what we may still witness later in the afternoon at the venue of the Democracy Day anniversary, a lot have been going on in the last one week, especially on Kwara Radio and TV, which pointed to the fact that something new is in the offing," he said.

    The unveiling of the new logo, took place at the new Metropolitan and was witnessed by stakeholders, including traditional rulers, top government functionaries, market women and students.

 According to the governor, the new logo, is a global identity for indigenes of the state. It defines who Kwarans are; their plurality, diversity and shared values.

  "This campaign and the new logo that comes with it are designed to promote our state as a top investment destination using our reputation for peace, our strengths in agriculture, commerce, solid mineral development, tourism and strategic infrastructure.

 "We intend to strongly market our state as a haven for lucrative domestic and foreign direct investment. Let me state here this is not a mere political gimmick. Rather, we are setting the foundations for the long-term prosperity of our great state and its people," the governor said.

 "As you are all aware, the previous administration placed the state on a global stage through innovative programmes and policies. Today, we make history by mid-wifing a new Kwara, one which gives us all a greater sense of pride, ownership and participation.

"Today, we celebrate the things that make us unique as a people and strengthen our identity as a people. On this day, we commemorate the peace in our communities, our harmony in the midst of diversity, our growing strengths in agriculture and our age-long reputation for entrepreneurship," he added.

 In his view, Senior Special Assistant on Media, Dr. Muideen Akorede, disclosed that the logo points out the cultural attributes and resources of the state.

 He said: "The logo practically explained where we belong and what we have. The green element and livestock stand for our commitment to agriculture, while there are other elements that explained our links with the north and the south.

 "As a state, Kwara is strategically located as a link between the north and the south. As such, we stand a better place for economic transformation of the country," he added.

  The Special Adviser on Communication and Strategy to the governor, Alhaji Abdulraheem Adedoyin, said the governor should be commended for the rebranding initiative.

 He said  the government is determined to live up to the expectation of the new campaign."We are creating shared prosperity for stakeholders by leveraging on our resourcefulness in the area of impactive economic growth, human capital development and youth empowerment and strategic infrastructure," he said.

Giving the account of his stewardship, Gov. Ahmed said he has spent the last year to touch the major sectors and impact on the people of Kwara State. He explained that he was particularly keen about the youth, in his move to generate growth for a secure future.

 "On assumption of office, I emphasised my determination to protect the future of our youths and enhance workers' well-being and provide critical infrastructure. As we mark my administration's first anniversary, I make bold to state that we have made appreciable progress in our efforts to positively transform lives of our people," he added.

 The governor said under the Shared Prosperity, health care delivery has been strengthened by supplying 13 general hospitals and 32 cottage hospitals, with modern equipment.

Also, 15 primary health centres have been overhauled and an overhaul of the Ilorin, Offa, Omu-Aran, Share and Kaiama General Hospitals, has been carried out.

 The shared prosperity campaign, the governor added, included the provision of employment for about 2,000 youths, free education up to the senior secondary school level, improvement on infrastructures across the state, and strengthening of the small scale businesses in the state among others.