Olu Allen
Brands live and die by perception. Across the world, companies have dropped ambassadors whose conduct endangered trust.
Jaiz Bank’s decision to tie itself “for life” to a polarizing figure may prove less a show of loyalty than a gamble with its most precious asset, public trust.
Once upon a time, to be an ambassador for a brand was to embody excellence, integrity, and the kind of character a company wanted to be known for. The logic was simple: customers associate the ambassador’s personality with the brand itself. That is why, across the world, brands have never hesitated to drop ambassadors whose conduct compromised their values.
Adidas famously cut ties with Kanye West after his antisemitic outburst, despite their billion-dollar partnership around the Yeezy brand.
Nike swiftly distanced itself from Lance Armstrong after his doping scandal, despite years of endorsements. Even H&M had to backtrack on campaigns when ambassadors or ads triggered outrage.
These were not easy decisions, but they were necessary to preserve credibility and customer trust.
In Nigeria too, we have seen how the NBA reacted with visible discomfort when controversial musician Portable was allowed to perform at one of their events.
In a nation often divided by political and ethnic tensions, a brand’s choice of ambassador is a strategic alignment that can either build bridges or burn them. Brands know that association matters, and that credibility can be lost in a single misstep.
It is in this light that the decision of Jaiz Bank to make JJ Omojuwa their ambassador “for life” raises troubling questions.
Omojuwa is a skilled communicator with undeniable reach, but he is also a deeply polarizing figure on social media, often engaging in combative and ad hominem exchanges with fellow citizens.
The danger here is not about disagreement; every ambassador has a right to personal opinions, but about consistent attacks that alienate a significant segment of the public simply because of their political choices or differing views.
A bank’s most valuable asset is not its capital, but its trust. This trust is built on projecting neutrality, inclusiveness, and stability. It is an institution that serves everyone, regardless of party, faith, or ideology.
To tie its image indefinitely to an individual whose brand is division and confrontation is to risk alienating the very people it seeks to serve.
The global playbook is clear: brands that thrive are those that know when to realign. Ambassadors are not meant to be untouchable; they are meant to be reflections of the values of the time.
If Kanye West can be dropped despite his massive financial stake, then surely no one should be beyond replacement when credibility is at stake, especially an ambassador designated “for life.”
This is not a call to silence Omojuwa; he has every right to his voice. It is a call for Jaiz Bank to rethink its choice and align with the principle that ambassadors must unify us despite our differences, not deepen our divides.
In branding, as in life, ‘forever’ is a dangerous promise to make. In a diverse country where trust in institutions is fragile, balance is not just good PR, it is good business.
Allen is a writer and educator who resides in Kano. He writes on public affairs and promotes good governance.
