Writing on the topic,”15 Ways You’re Failing Your Brand” respected Entrepreneur & Digital Marketing Strategist, Sujan Patel outlined among many other things that failing to be your own brand advocate at all times is one sure way of leading your brand on the pathway of failure. As the leader of your brand, you must A) Believe in your own brand B) Know your brand and what it represents inside-out, and C) Live your own life according to your brand values
If you don’t believe in your brand, can you really expect anyone else to? Indeed, every brand that wants to excel needs a brand advocate in the driver’s seat. Even the most established and respected brand may find it very challenging to weather most management-induced PR disasters.
The remarks made by Mrs Maiden Ibru, the Chairman of The Guardian Newspaper that ThisDay a newspaper competing fiercely with her publication, is the best newspaper in the country, was an embarrassing PR disaster that generated debates among journalists, Communication, and PR Consultants.
While receiving a Lifetime Achievement Award from The publisher of ThisDay, Prince Nduka Obaigbena, Mrs Ibru asserted that ThisDay is the best newspaper in Nigeria. She told Obaigbena: “Continue to do what you are doing with ThisDay. It’s the number one paper in the country—no question about that. It is a fact. I am the publisher and chairman of Guardian newspapers, but Thisday newspaper is the number one paper in Nigeria.”
Consternation buzzed from Facebook through X to WhatsApp. One comment said, “The maiden burial ceremony of the Guardian is slated for this day.” A former editor at The Guardian exclaimed, “Mrs Ibru sold her birthright for a mere plaque.” Another commentator said, “If her comment threatens her enterprise, she—not anyone who disagrees or disapproves—will bear the consequences. Quite regrettable but she spoke precisely the way her mind beseeched her.” Another former editor of the Guardian on Sunday advised: “It should encourage the staff to humbly request from Madam Publisher what constitutes ‘the best newspaper’. If she can answer, adjusting their editorial lenses to refocus on what will make Madam happy would be a good start.”
The big question is, how on earth did Mrs, Ibru reach such an earth-shaking discernment with the absence of metrics such as those provided by the Audit Bureau of Circulation in other countries?
Even comparative findings from the latest AI tool, DeepSeek, about ThisDay versus The Guardian, did not reveal any edge that one newspaper has over the other.
The comparison considered their histories; editorial focuses, target audiences, and reputations. It also revealed that both are prominent Nigerian newspapers, with distinct characteristics:
1. ThisDay
• Founded: 1995 by Nduka Obaigbena.
• Focus: ThisDay is known for its politics, business, and lifestyle coverage. It often features in-depth analysis and investigative journalism.
• Style: The newspaper is considered more cosmopolitan and targets a middle- to upper-class readership. It is also known for its glossy, high-quality print and design.
• Reputation: ThisDay is known for being bold and sometimes controversial in its reporting. It has faced legal challenges and criticism over the years but remains influential.
• Circulation: It has a strong presence in major Nigerian cities and is widely read by elites and professionals.
2. The Guardian (Lagos)
• Founded: 1983 by Alex Ibru.
• Focus: The Guardian is often considered a more traditional and intellectual newspaper. It emphasizes in-depth reporting, analysis, and editorials on politics, economy, and social issues.
• Style: It is known for its serious tone and is often called “Nigeria’s most respected newspaper.” It appeals to a more educated and intellectual audience.
• Reputation: The Guardian is seen as a credible and authoritative news source. It has a history of advocating for press freedom and democratic values.
• Circulation: While it has a smaller circulation than other newspapers, it is highly regarded among policymakers, academics, and professionals.
Key Differences:
• Tone and Audience: ThisDay is more lifestyle-oriented and targets a broader, more affluent audience, while The Guardian is more intellectual and appeals to a niche, educated readership.
• Editorial Focus: ThisDay often blends news with entertainment and lifestyle content, whereas The Guardian focuses on serious journalism and analysis.
• Reputation: The Guardian is generally seen as more credible and less sensationalist, while ThisDay is known for its boldness and occasional controversies.
Both newspapers play significant roles in Nigeria’s media landscape, but they cater to slightly different audiences and have distinct editorial approaches.
Then why did Mrs. Ibru commit such a terrible act of indiscretion? Would it not have been more appropriate for her to thank the publisher and editors of Thisday for the award Knowing that they are competitors? After all, Sam Amuka, the octogenarian founder and publisher of Vanguard newspaper received the same award, without denigrating his paper.
Probably, Madam was overwhelmed by the ecstasy of the moment. It is interesting to note that ThisDay has not played up the awful remarks for any market advantage.
Indeed, there are some brand and marketing implications as well as possible consequences that can emerge from Mrs. Maiden Ibru’s astonishing endorsement that sent ripples through the Nigerian media landscape.
Brand Credibility: Mrs. Ibru’s huge endorsement of This Day newspaper can have significant implications for her paper’s credibility. It can reinforce the perception that ThisDay is clearly the leading publication in the country. This can draw more readers, advertisers, and even talents. In the same vein, her comments can repel from Guardian whatever it can attract to ThisDay,
Competitive Advantage: By her declaration acknowledging ThisDay as the best newspaper, Mrs. Ibru has inadvertently created a competitive advantage for ThisDay publication. This can lead to increased market share, revenue, and influence in the Nigerian media space for a competitor while reducing the same benefits for her publication.
3 Reputation Management: Mrs. Ibru’s statement may raise reputation questions about her own publication, The Guardian. It may be perceived as a tacit admission that The Guardian is not a very good newspaper in Nigeria, potentially affecting its reputation and status.
Other Possible Consequences:
Internal Conflict: Mrs. Ibru’s statement may create internal conflict within The Guardian newspaper, as some staff members may feel that their publisher’s endorsement of a competitor undermines their efforts at work. Morale could become very low and the team might not feel motivated to push ahead.
Loss of Readership/ Revenue: The Guardian newspaper may experience a loss of readership or revenue if readers and advertisers perceive that the publication is not good enough in Nigeria, in line with the endorsement of a competing brand by its own publisher.
Indeed there are several lessons, especially for business leaders and directors from the shocking public endorsement of ThisDay by the publisher of The Guardian. There are still a few more questions begging for answers. As the Nigerian media industry continues to evolve, it remains to be seen how such actions will shape the landscape of the country’s publications. One key lesson remains- if you represent a brand, think twice before you speak at all times.