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Governor Ayade To Rebrand Cross River ‘From Tourism To Enterprise’ Destination

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Benedict Ayade, the governor of Cross River State, has reacted to concerns raised by some indigenes of the South-South state concerning his decision to change the state’s logo and brand identity.

The governor in a press statement issued by his media aide, Solomon Asha, thanked Cross Riverians for their concern for the state.

He clarified the issues surrounding the former logo stating that it was time to refocus the state from tourism to enterprise now that the state was gearing up to celebrate her Golden Jubilee Anniversary.

The governor faulted the old logo stating that the snail-like symbol in the logo strengthens the negative perception other Nigerians have about Cross Riverians as a people who are lazy and docile.

Comparing it with the concept of the “Bull”, which has been circulating in the social media, he said the Bull is an animal that has a resilient and a leading spirit with the fecundity that culminates into enterprise.

The social media space in Nigeria has been awash with diverse images purportedly of the new Cross River State logo with accompanying memes attempting to caricature steps by Governor Ayade to rebrand the state.

But further checks have revealed that no logo has been officially unveiled by the Cross River State government, fuelling concerns that some of the ongoing resistance against the new rebranding is not only premature but also, politically motivated.

An inside source in the Cross River State government informed about the details of the new logo told an online newspaper, Signal, on Tuesday, May 24, 2017 that neither the state government nor the brand consultants engaged to rebrand the state have officially released any logo.

“It’s curious how the social media is already agog with news of a new logo when the state government and the brand consultants are still exchanging ideas,” a source with intimate knowledge of the process said.

“Of course, the process of rebranding the state is ongoing and ideas are being exchanged between the State Government and the brand consultants, but the truth is that the Cross River State government has not officially unveiled any logo.”

The source asked, “So where are all these materials coming from? Why the outcry over a logo that has not even been officially released?”

Two weeks ago, Charles O’Tudor, the principal consultant of ADSTRAT BMC – a leading brand communications and engagement company was re-appointed by the Cross River State government as brand consultant.

Mr. O’Tudor led the process that created the old Cross River State logo and “Destination Cross River” brand identity while serving in the same role during the 8-year administration of immediate past Governor Liyel Imoke.

Under the new dispensation, Mr. O’Tudor is saddled with a renewed responsibility to rebrand the state.

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