Why ‘Any Publicity is Good Publicity’ is Killing Nigerian Brands

By Edward Israel-Ayide

A Nigerian Bank’s brand refresh took an unexpected turn when its announcement of a brand ambassador sparked thousands of negative comments within hours. Yet the response from some observers was telling: “Everyone knows the bank now. Mission accomplished.”

This reaction reveals a fundamental flaw in how some Nigerian businesses approach brand communications. The belief that “any publicity is good publicity” isn’t just outdated, it’s business suicide in today’s trust-driven marketplace.

The Brutal Math of Bad Publicity
Here’s what the “everyone knows the bank now” cheerleaders don’t understand: awareness without affinity is worthless.

The 2024 Edelman Trust Barometer, surveying 32,000 respondents across 28 countries, delivers a sobering reality check. Trust now drives 82% of brand equity. When controversy hits, 61% of consumers lose faith in the company entirely.

However, the damage extends beyond hurt feelings. Real money disappears.

The Bud Light controversy of 2023 provides the most expensive lesson in modern marketing history. Consumer data tracked a 39% drop in future purchase intent within two months. The financial carnage? A staggering $1.4 billion (₦2.1 trillion) in lost sales value within the first year.

Nigerian consumers are even more unforgiving. Google’s 2022 African Consumer Research reveals that 85% of Nigerian buyers thoroughly research products online before making a purchase. Translation: your controversy becomes their first Google result.

As any Lagos marketing professional knows, word travels at the speed of WhatsApp in our interconnected communities. What starts as “buzz” quickly becomes toxic sentiment that haunts your brand for years.

When Going Rogue Spectacularly Backfires
Want to see the “any publicity is good publicity” myth in action? Look no further than the pattern we’ve witnessed across Nigerian business.

Consider the recurring scenario: A brand faces criticism or negative feedback. Instead of addressing the underlying concerns, management doubles down. They launch defensive campaigns, position themselves as victims of “cabals” or “syndicates,” and attempt to transform controversy into a marketing opportunity.

This approach follows a predictable playbook. First comes the defiant response, often through media appearances where executives claim the criticism is unfounded or orchestrated by competitors. Then comes the “controversy capitalism” phase, flooding social media with testimonials, behind-the-scenes content, and David-versus-Goliath messaging designed to rally support.

The results are consistently damaging. Organized consumer groups mobilize. Social media sentiment turns decisively negative. What began as isolated criticism becomes a broader conversation about corporate accountability and customer respect.

The fundamental error lies in mistaking attention for affection. Brands caught in this cycle often point to increased name recognition as evidence of success, missing the crucial distinction between being known and being trusted.

Nigerian consumers, operating within tight-knit communities where recommendations travel quickly, are susceptible to perceived corporate arrogance. When brands choose confrontation over conciliation, they risk transforming individual complaints into widespread skepticism within the community.

The Rare Times Controversy Actually Works
Nike’s Colin Kaepernick campaign initially sent shockwaves through their stock price; a 3% drop representing $4 billion (₦6 trillion) in market value vanished overnight. But here’s where strategy separated them from amateur hour: they recovered within 10 days and ended 2018 with a 36% stock increase.

The secret sauce? Nike didn’t stumble into controversy; they chose it strategically. They understood their core demographic and aligned the campaign with values their audience already held. Most importantly, they prepared for the backlash with proper crisis management.

Compare this to Pepsi’s 2017 disaster. The Kendall Jenner protest advertisement attempted to capitalize on social justice movements without a genuine connection to them. Cost? An estimated $100 million (₦150 billion) for a campaign that was pulled within 24 hours.

According to Yale School of Management research, “Trust is the antecedent to brand loyalty; in order to have loyal consumers, you must develop trust.” The difference between Nike and Pepsi? One built trust through the expression of authentic values; the other destroyed it through opportunistic messaging.

Why Nigerian Brands Face Higher Stakes
Trust building is everything in African markets, where word of mouth rules supreme.

Nigeria’s relationship-driven business environment makes reputation damage particularly lethal. When financial institutions navigate the evolution from specialized services to mainstream commercial offerings, they require surgical precision in building trust across diverse demographic segments.

Add our politically charged environment to the mix, and you have a perfect storm. What seems like bold positioning can instantly become divisive, potentially alienating entire customer segments crucial for growth.

Here’s the brutal truth: in a market where everyone knows someone’s cousin who works somewhere, negative sentiment spreads faster than good news. If your controversy doesn’t stay contained, it becomes a topic of family dinner conversations across the country.

The Smart Brand’s Playbook
Here’s what savvy communications professionals do when considering bold partnerships:

Think values, not virality. Does this partnership strengthen or muddy your core message? The most effective ambassadorships foster genuine advocacy from individuals who naturally align with your brand’s essence.

Know your audience intimately. Can you defend this decision to your core customers with rock-solid business logic? You need to understand not just demographics, but psychographics.

Plan for the storm. Successful controversial campaigns include crisis management planning, legal review, and long-term reputation monitoring, all before you push “publish.”

What Actually Drives Business Results
Here’s a reality check: Northwestern University analyzed 288 consumer brands and found 80% showed negative ROI from their advertising campaigns. Most companies are wasting money chasing attention instead of building relationships.

The brands winning in Nigeria understand this. Access Bank built trust through consistent value delivery. MTN survived crises by focusing on customer service. Flutterwave earned fintech leadership through product excellence.

These success stories create conversations that move business forward, not just generate temporary noise. Strategic communications builds bridges to your ideal customers.

The Bottom Line
As Nigerian businesses compete globally, the temptation to chase viral moments through controversy will only intensify. Social media makes it easier than ever to go viral for all the wrong reasons.

The winners will be those who understand a fundamental truth: getting people talking isn’t the goal. Getting the right people talking about the right things is.

Because in the end, awareness that damages trust isn’t publicity. It’s expensive brand vandalism with your own budget.

Edward Israel-Ayide is CEO/Founder of Carpe Diem Solutions, a leading PR agency based in Lagos, Nigeria, specializing in strategic communications for multinational and homegrown brands across Africa.