By Oguwike Nwachuku
An interesting story was told of one John Quelch, a Professor and Senior Associate Dean of Harvard Business School in the book – How to get to the Top: Business lessons learned at the Dinner table – written by Jeffrey J. Fox. It was Prof. Quelch himself who narrated the story.
Quelch said there was this day his academic mentor, Prof Theodore (Ted) Levitt, himself a Harvard Business School’s legendary marketing scholar walked into his office and asked, “What are you working on?”
Quelch answered: “Marketing communications to motivate adoption of preventive health care programmes.”
But Prof Levitt retorted: “Forget it. You must think broader. You must work on important things that are important to important people.”
Needless to say that Quelch made the advice from his mentor a work-shaping motto. Few years later, Quelch had 20 books, more than 100 academic articles, and numerous case studies to his credit for his leadership in global marketing and business development.
I am sure some persons would be wondering why emphasis on this essay is about marketing or branding as the case may be. I will explain.
For sometime now, I have watched, read and listened to all manner of political jobbers in our dear State using the name of Governor Hope Uzodimma, as a marketing tool to enhance their quest for extortion and consequently, achieve their political motives.
Adept marketers know there is a thin line between marketing and branding, and when they see a good product, a saleable one they can latch unto, they descend on it.
That is exactly the best way to describe these characters who have elected to pollute our environment with all sorts of gimmicks they term politics, because in their mind, Uzodimma is a product that will easily attract public attention and, or even sympathy for their political (mis)adventure, and then bring instant cash returns.
Before I return to the main reason for this intervention, it is on record that few persons who before now attempted to gain political capital in Imo State, riding mischievously on the Uzodimma name as their branding or marketing strategy and tool, ended up burning their fingers. It is on record that while some wrote to personally apologise to him for their unbecoming demeanour in their failed marketing gambit, others sent emissaries of high standing in the society to plead with Uzodimma for pardon on their behalf.
Today, I hate to say that those fellows have not only succeeded in putting themselves in a difficult situation, nay harms way by consciously foisting on Uzodimma what they truly know he is not, but they know for sure they can never be the same again, at least in Imo State.
Now on the main reason for this essay.
Few days ago, I watched the former Publicity Secretary of the All Progressives Congress (APC) in Imo State, Mr. Cajethan Duke take advantage of a media outing on national television to insult and disparage the name of the Governor Uzodimma.
Obviously, something tells me he was ignorant of the weight of most of the things he was regurgitating from his mouth. Or he was overwhelmed by the impact the klieg light could have on the psyche of people with little knowledge of the workings of public affairs.
Frankly, I would have completely ignored Duke on what he had to say with his The Mazi Organization (TMO), surrounded by a horde of forlorn-looking attendees, if he did not intentionally veer off the lane to cast unwarranted aspersions on Governor Uzodimma, a man he once lauded to the high heavens as the best since Dee Sam Mbakwe’s era, for laying the foundation of a greater Imo as we shall discover shortly.
Duke’s work background outside of being a former Publicity Secretary of the Imo State APC is key to our appreciation of yours sincerely’s intervention.
From records, he is a Digital Creator, Brand Consultant, Outdoor Communication Specialist, Media and Public Relations Professional, Public Affairs Analyst, Community and Cultural
Enthusiast. Rich resume you would say!
What that means is that if the above-mentioned skills are positively harnessed by Duke, a promising young man I love to say I admire from a distance, he will be a delight to our society at God’s appointed time as far as rendering outstanding service to humanity and God may be concerned.
But I am afraid, there is no Prof Levitt for now in Duke’s life to (re)direct him on how to apply his skill properly so as to “work on important things that are important to important people,” the way Quelch was mentored.
And if for any reason there is a mentor in his life, then we take solace in what the Bible records, “as a man thinks so he is.”
Or better still, we consign ourselves to the popular axiom, “birds of the same feather flock together.”
Except Duke with his skill in marketing and branding had found in Uzodimma a saleable product like those before him to achieve an inordinate ambition to cash out and deceive his pay masters, I find it absolutely disgusting that today he would be singing songs that are completely antithetical and incongruous to the ones he was singing until few months ago when he berthed at the TMO political mill.
Before TMO recently “happened” on Duke, Uzodimma was his model of a true leader. He was to Duke Imo’s answered prayers for a governor who has the interest of the State and its people at heart.
Duke was convinced that with Uzodimma on the saddle the hope of a better Imo State is guaranteed. What he said in the build-up to Governor Uzodimma’s reelection in November 11, 2023 while speaking to newsmen on the concluded State House of Assembly election in March same year is pregnant with instruction and should serve as a lesson to anyone cut out to believing whatever he or she hears from political desperados.
Duke had maintained that the APC’s victory in the March 2023 House of Assembly election was nothing but an implicit vote of confidence in Governor Uzodimma, someone he described as a “rare statesman and uncommon democrat who has restored the confidence of the people in the business of governance in the state.”
Hear Duke further: “The overwhelming victory of our party in the just concluded state assembly election is a reflection of our people’s opinion and confidence in the shared prosperity administration of our performing governor, Distinguished Senator Hope Uzodimma.
“There’s no other way to appreciate a governor who has kept his covenant with the people, particularly in the area of quality infrastructural development, recovery of stolen critical public assets as well as civil service reforms, among others.
“There is no doubt that the governor has distinguished himself within the short stay in office as a leader that can be trusted. A governor who has refused to follow the unpopular trend of his predecessors’ leadership of my family, my family, but chose to return governance to the people.
“The victory of the Party is a revelation of what to come as the state approaches the much anticipated November 11, 2023 governorship election.
“What happened on March 18, is a peep into the mindset of our people as we navigate towards the 2023 governorship election in the state later this year. Our people have seen the evidence of shared prosperity and we believe that the people are committed to consolidating the gains of this administration through the re-election of our governor. Imo electorate will certainly re-elect Governor Uzodimma and return APC to power in Imo State this November.”
Of course Governor Uzodimma was returned 27/27 in his reelection, a testament to his superlative performance anchored on transparency, accountability, leadership competence and love for the people of Imo State.
In yet another media interview Duke proudly told his audience that Uzodimma has outperformed Udenwa, Okorocha, and Ihedioha put together in his 30 months in office, hence he was the better option to pilot the affairs of the state for another four years.
“The Uzodinma government has done more in the last 30 months than 16 years of ex-governor Achike Udenwa, Rochas Okorocha, and Emeka Ihedioha’s eight months in office,” Duke insisted as the Governor’s reelection was drawing closer.
Duke reiterated that beyond the Sam Mbakwe-led administration, no other has also done half of what Uzodimma has done in the area of road network and physical infrastructure, among others.
“What is your assessment of the 3R government, do you think Governor Uzodimma deserves a second tenure?” Duke was asked by newsmen.
Unfortunately, his response to the newsmen then completely contradicts what he is busy today telling his ignorant TMO audience who may be carried away by one of Duke’s marketing skills- loquaciousness.
Said Duke: “You evaluate a man, an organization, or a government based on policies and social contracts with the people he or she governs. Governor Hope Uzodimma promised Imo people prosperity anchored on three cardinal points of reconstruction, rehabilitation, and recovery.
“He has justified the confidence reposed in him by the Imo people by meeting the social contract within 30 months of his administration. Governor Uzodinma said he was going to recover for Imolites all public properties and assets hitherto converted to personal uses by public administrators before his administration, and Governor Uzodimma, without considering the political implication of stepping on big toes, pursued vigorously the implementation of a White-Paper report on the recovery of government properties and he has systematically, without much ado, recovered government properties hitherto converted to public uses by those who were there before him and returned same to the rightful owners.
“That is keeping the promise. And Governor Hope Uzodimma said he is going to rehabilitate dilapidated, moribund infrastructure in the state. Today, he has recovered the Standard Shoe Industry built by the first democratically elected Governor of Imo State, Dee Sam Mbakwe, of the blessed memory, paid outrightly N1.6b to AMCON to be able to recover that particular property, recovered Acharaugbo Farm Settlement, Imo Ceramic Industry, Adapalm, Imo Water Scheme. He has rehabilitated all these. In the area of reconstruction, I want to tell you that, beyond the Mbakwe-led administration, no administration has done half of what Uzodimma has done in 30 months in the area of the road network and physical infrastructure.
“He has today restored Imo State as a world city-state – that you can travel from Orlu to Owerri within 15 minutes, courtesy of the dualization of the road Owerri/Orlu Road totaling over 55 kilometers with street lighting. No Governor since 1999 to date has done a singular project of that magnitude. He has done the first phase of over 18 kilometers of Owerri/Okigwe Road and arrested the impassable spot of Ekemele Junction along Owerri/Okigwe Road. Before now in eight years, the Ekemele Spot was a nightmare to motorists and others assessing Imo State through that axis for more than eight years that spot defied all the imperfections of the state government. But today, to the credit of this administration, and the Governor is still on that road, the 2nd or 3rd phase of that road.
“He has commenced the dualization and rehabilitation and reconstruction of Owerri/Umuahia road popularly known as Owerri/Mbaise Road. As I speak to you, that project is ongoing. If these roads are the only thing, Uzodimma had combined eight years of Achike Udenwa, Rochas Okorocha, and eight months of Emeka Ihedioha illegal administration. For 12 years, Imo State University Teaching Hospital (IMSUTH) Orlu, lost accreditation and on that strength could not graduate medical students within 30 months of Uzodimma’s administration. IMSUTH was not only restored the accreditation, but has been able to graduate five sets of medical doctors.
“As I speak to you today, I do not want to talk about inter city roads rehabilitated by the Governor. Let me also tell you that the traffic congestion in the city of Owerri was a nightmare, but through his Urban Renewal Project, Uzodimma restored traffic sanity in the state. No body is talking about that. The truth of the matter is Governor Hope Uzodimma is a silent achiever. He believes that it is not normal for him to blow his trumpet but to allow the people appreciate what he is doing themselves. And this is a social contract he signed with the people of the state.
“He achieved all these in the face of natural and man made obstacles. You can also recall that when he came on board he witnessed a lot of oppositions by PDP. Immediately we were about to settle down from the protest, we had Covid-19, when we were trying to come out of the Covid-19, we had issue of the insecurity. All these things were targeted at undermining the credibility of 3R government. The opposition swore they would make the government ungovernable, but contrary to their expectations and calculations, Uzodimma had become the most popular Governor of the state. He speaks less, his action speaks volume for him.Contrary to the propaganda of the opposition, there is one thing very clear that has distinguished the Governor among others.
“Nobody, not even the opposition, had accused the Governor of converting public assets, properties to his private use. Nobody can accuse Uzodimma of appropriating a plot of land. Nobody had accused him of using his family or friends to convert public properties. Nobody had accused him of running a family business in the state. You cannot name one public building being marked belonging to Uzodimma’s brother, sister, wife or son or daughter. Show me one piece of land belonging to Uzodimma or any of his family members or friends gotten wrongly in the state.
“Uzodimma has renovated 305 schools in the 27 LGAs of Imo State. How did he get the money to do all these projects? All road construction going on across the state, the physical project he is undertaking in the state is being done by a well known world class construction company. Uzodimma meant business in Imo State.
“Uzodimma is really working. Our party, our candidates, are going to use his achievements as a score card to work for his reelection. You must conquer insatiable quest for wealth before you come into public office and I can proudly tell you that Uzodimma has conquered greed. Thirty months in office, you cannot accuse him of renovating or building new house unlike Emeka Ihedioha who renovated his house in Owerri, in his village and started building new ones, including his controversial hotel.”
Did Duke appreciate what Uzodimma has been doing in the area of security of lives and property of Imo citizens? Yes he did.
His words: “The primary responsibility of government is the protection of life and property of citizens of the state. Governor Hope Uzodimma had committed more than 60% of resources in beefing up security architecture in the state. He had responded swiftly to the issue of insecurity in Imo, when you are confronted with an unusual circumstance, the first thing you do is to draw back and understudy the development, the issue, underlining factors propelling agitations. But you ask yourself what is the issue of unknown gunmen in Imo State?
“It is nothing, but aggrieved politicians trying to hide under the ravaging Biafra agitation. Imo is not known for Biafra agitation. Imo is a civilized state. We are not part of the agitation here. People are trying to ridicule the state government, vent their anger, to humiliate the state government, to instigate state of emergency against the administration, mobilize hoodlums to begin to agitate what is not feasible. And we were confronted with the issue of unknown gunmen, you were aware that the Prisons, the Correctional Centre facility here was attacked. You were aware of indiscriminate and senseless killings and I tell you that all things were targeted at APC and its government. Those who lost their lives in places like Orsu, Orlu, Njaba, Oru East were known to be APC. We have lost more than 25 Ward Chairmen of our party to this issues of insecurity.
“How many has PDP lost, nil. How do you think that the state government instigated insecurity in the state where members of APC are killed? It is not possible. So, they did these things to create fear in the state to disorganise and disorient APC led administration in Imo. But Uzodimma has shown them that he is a bona fide son of Imo State, the chief security officer of the state. Today he has arrested the situation and peace has been restored. We had toured the 23 out of the 27 LGAs, contrary to the anticipation of the opposition and to tell you Uzodimma had restored peace in Imo.”
Hello! Is someone also paying attention to what I am seeing? Did I hear you say inconsistency is at its peak when compared to what Duke told his audience on television?
For those who missed the television outing, he accused Governor Uzodimma of bad leadership and generally lack of performance, embezzlement, looting and misappropriation of the State’s resources, instigation of insecurity (including hounding and intimidation of political opponents), Electoral heist, working against the interest of the President, among other unprintable allegations, and then called on the EFCC to investigate the Governor.
I hope the recruitment process that brought Duke to TMO is not what I am thinking of. I hope it does not gel with one of Adam Smith’s thinking: “This disposition to admire, and almost to worship, the rich and the powerful is the greatest and most universal cause of the corruption of our moral sentiments.”
Let me be clear. I have no problem with where Duke decides to ply his trade, TMO or any other place. But image making, marketing or branding must be made within the confines of acceptable legal framework. Any marketer who thinks the essence is to make wads out of a product without weighing the pros and cons may end up having a bad market in his hands and end up paying dearly for it.
As Governor Uzodimma’s spokesman, I have not directly or indirectly issued any statement on the orders of my principal on the activities of the TMO since the group unveiled itself few months ago despite several uncomplimentary remarks therefrom, some of them capable of distracting the government. What that means is that the Governor remains as focused as he has always been on matters of governance.
Therefore, it calls to question the audacity and intentions of Duke who thinks that by abusing and disparaging Uzodimma, using unconventional marketing and branding skills, he will make more money from his employers. I hope he is very much in the know that our law demands that he who alleges must prove his allegation?
Politics is not about approbating and reprobating at the same time, what is more, within a limited time frame. Except most of the audience Duke assembled to himself to umbrage Governor Uzodimma have short memory, the still small voice in them will not forget to remind them that the same man he is castigating today, he lavishly lauded and praised yesterday.
And what does that tell you? It tells you that the man you think you are marketing now for what you think he can pay may be your next target for demarketing agenda tomorrow when he is no longer ready to pay.
More than two clear years before the end of Governor Uzodimma’s second term, excitable characters masquerading under one group or the other have taken it upon themselves to mislead the citizens of our dear State in clear pursuit of their selfish interest.
Imo citizens, of course know that is how they are wired to eat – recourse to deceit, propaganda, blackmail, lies, confusion.
And since they claim they have evidence of the things Governor Uzodimma has done wrongly while in office, why can’t they wait when he will no longer have immunity and then take advantage of that era to prosecute him rather than heating up the polity unnecessarily and distracting him?
Making our government work for us must be the responsibility of all of us, regardless of the party in power. And it has to start with us examining ourselves (our consciences), reforming our devilish, greedy and selfish thoughts, interrogating our intentions and our beliefs and generally, reforming our entire being.
Until we are ready to do that, this marketing strategy of anything goes can never work. I doubt if it must work on important things that are important to important people like Prof Levitt said.
… Nwachuku writes from Owerri.
