PROPERTY ARTICLES

Houses & Homes Editor Michael Simire, in this piece explores the city branding concept, even as he makes a case for the branding of Lagos in order to, among other reasons, remain a relevant and competitive settlement. He concludes that to achieve an effective branding scheme, the state has to offer the things it lays claim to. That leaves Friday, the eve, free for tourists seeking the true thrill of the fanfare to come. On this night, the Iga Iduganran, the permanent residence of the Monarch as well as whole areas surrounding it, become an open-sky party: heavy-duty speakers boom with every kind of music-traditional (adults) and western (youths). Both sides of every street, by now chocked with expectant peoples, throb with tireless traders and meticulous merchandising. Beer, bread (toast), wooden fences and lots more compete for space with hordes of shuffling feet.

Lagos Megacity Development

Over the last 50 years, Lagos grew from a small city of only 252,000 (1952 Census) to a megacity of nearly 13 million people (UN World Population Prospects) by 2000.

A megacity comprises of many towns and settlements forming a continuous urbanised built-up area. Megacities have emerged in different parts of the world as a result of the globalisation process.

Regarded as a region in crisis because its facilities and services are severely stressed due to congestion, the Lagos Megacity Region is the continuous built-up area of Lagos from the Atlantic Coast spreading eastwards, westwards and northwards beyond the boundaries of Lagos into Ogun State. By 2000, the planned area of coverage of the megacity region for both states' portion measured about 153,540 hectares.

By 2015, the Federal and two State Governments of Lagos and Ogun project to have transformed the Lagos Megacity to a world-class city through dramatic improvements and transformation of its transportation and other infrastructural facilities, as well as its social amenities.

Already, the Lagos State Government is using this endeavour as a branding tool for the sprawling and crowded city. Sometime last year international broadcast and print media organisations such the Cable News Network (CNN) and the Time Magazine carried extensive and albeit positive reports on efforts by state officials to transform the city into a sustainable megacity.

The reports turned out to be an effective branding strategy as they painted the city and the country as a whole in a good light and, to a considerable extent, repaired Nigeria's dented image abroad.

Lagos As A Centre Of Excellence

Over a decade ago, Lagos State adopted the "Centre of Excellence" campaign; made popular then by the newly introduced vehicle plate numbers that enable states in the federation to employ slogans they believed depicted their image or potential.

But majority of Nigerians felt that the slogans were an aberration compared to what was on ground. Lagos was no exception. In fact, Lagos topped the list of the states most criticised in this regard.

Critics argued that, with its trademark vehicular and pedestrian congestion, bad roads and mountains of refuse littering the streets, there was no iota of excellence in Lagos. But some government officials felt otherwise, arguing that the centred around the state's potential to be "great" or "excellent."

However, in the light of recent physical and socio-economic developments in the state, the slogan "Centre of Excellence" might just be spot on.

The current administration headed by Governor Babatunde Raji Fashola appears to have embarked on a comprehensive transformation of the entire state. This entails, among others, rehabilitation of existing roads and construction of new ones, regeneration of hitherto notorious spots in the metropolis (such as Oshodi, Mushin and Ketu) and an environmental beautification/landscaping scheme.

The belief is that the successes recorded or achieved in the course of the state's transformation campaign can be married to dovetail into the previously questionable "Centre of Excellence" slogan.

Just like the "I Love New York" in the United States, the Lagos slogan can be utilised in the projection of a new image for the state, while incorporating a fresh logo and a somewhat aggressive media campaign.

Coordinated along with other tourism/hospitality potential such as Eyo and the Three Elders in the state, the "Centre of Excellence" campaign offers a lot of opportunities for branding success.

Conclusion

For Lagos to survive and ultimately create an appropriate branding, she must create a place where people will want to live, not just work - a place of interest. Lagos needs to focus on what her perceived brand is in regards to the outside world.

The greatest branding campaign in the world still needs a good product (in this case a good city) to back it up, or eventually the brand becomes false. This is true of anything that attempts to be something it is not. The brand MUST deliver. Any changes that are made within the city must have the support of the majority of the residents.

Despite this digital age of technology and globalisation, people and word-of-mouth are still the best vehicle that can be used to promote any kind of brand, including a city.

Lagos also must work on turning negatives into positives. Previously notorious spots like Oshodi, Mushin, Ketu, and even Aswani are now being transformed. They are fast becoming a symbol of hope for the city.

So past 'black marks' or mistakes can sometimes work to future advantages.

Lagos should also strive to keep the jobs therein safe and not outsource overseas. This can be done through a concerted effort between business, community leaders, and municipal government - focusing on inward investment, growth, and development. While outsourcing may save money short term, the long-term economic effects can result in cities becoming proverbial ghost towns and eventually this translates into monetary losses not just for Lagos but also for the entire nation.

Lagos should promote its public face of communications through attractions, landmarks, people, symbols, animals, climate, topography, recreation, business, industry, and world events. While in some cases it can include advertising, the public face is much more than just a brand campaign, and developing a cohesive brand is paramount to success.

For example, the "Centre of Excellence" slogan incorporated with a visual image or symbol (such as Eyo Masquerade or The Three Elders) will create a face of public communications that gives people a positive pre-conceived notion about Lagos.

The support of local and government officials in Lagos puts a face on public communications.

The most significant aspect to the public face of communications in Lagos is that the brand delivers and is consistent and cohesive.

But, Lagos has to offer the things it lays claim to; otherwise, like any brand - it is doomed to failure.