By Don Pedro Obaseki
Chatham House, while trying to repackage and market Bola Ahmed Tinubu, ended up de-marketing itself. While trying, albeit strenuously, to rebrand Tinubu, Chatham House ended up eroding its own brand persona. Its brand equity went bearish, like a bad stock cascading down the index on a bad day on the FTSE or the New York Stock Exchange.
Tinubu’s handlers not only trashed Chatham House, but also ridiculed the Nigerian nation and her people before the global community. At best, Tinubu’s Chatham House odyssey was a public relations disaster!
His legendary gaffes got amplified before a global audience that either watched the horrid display on television or via live streaming on the internet. Tinubu’s infamous, yet half-expected comedy of errors turned an otherwise revered platform into a “Chatham House of Horror” or(to bring the adjective closer to home), the “Chatham House of Commotion”.
