We’ve seen them laugh together on you tube during outtakes of
their campaign shoot, we’ve heard them speak sheng, we’ve even seen them
address press conferences with blazers off. Welcome to the Kenyan Presidency
re-branded.
From an ad man’s perspective I am totally elated to see
Kenya’s top office leading the way in showing Kenyans how branding is done. And
yes, a President is a brand. I may have stated this before but the best brand definition
I have ever heard is “a brand is how a consumer feels about a product.” So what do
Kenyans feel about this product called UK.
Simply go to twitter, facebook or even talk to the man in
the mathree and therein lies your answer. Everyone is ranting and raving about
how cool the new prezzo is, how swagalicious UK is, how down to earth this dude is. (To anyone from the NSIS reading this, si it’s sawa if I call my prezzo a
dude?)
Truth be told, when any new Kenyan President comes into
power they are immediately under the scrutiny of very judgmental folk. It’s the
same exact thing with a new product being launched. The first contact that you
make with it will probably determine if you are going to like it or not. That’s
why millions of shillings are spent on packaging, the right logo, the tone and
manner, the kind of brand personality. That my dear folk is exactly what UK has
done.
Rather than being complacent and just settling down to
business after being sworn in, our president has actually gone into phase 2 of
his presidential campaign – brand personality.
Addressing an important press conference with shirt and tie
to me sends the message that, whoa I have been working like a dog. But at the
same time it also says I am speaking to you like an ordinary person and not
with a shield of armor in the name of a suit; which to many Kenyans signifies
those guys from the other side of town who do not know us and constantly oppress
us.
Answering questions on the spot without any TV delays says,
I am in control, heck I run this country. It reassures us that the President is
indeed a decision maker. He is well informed about his policies and he is not a
puppet being worked by some dark forces behind the scenes.
Inviting members of the press for a cup of tea after the
press conference says, hey you can trust us and we have got nothing to hide.
This gives the average Kenyan a sense of trust that nothing is being censored
as we have been accustomed to with past regimes.
Hi-fiving his deputy simply sends the message that we are
working as a team and you can be rest assured that our communities have united
from past resentment. It also sends a big message to those of us who think on
tribal lines to forget out fickle hatred and start working together.
Anyone in the ad industry knows that times have changed and
the consumer is King. Gone are the days when brands dictated to consumers. To
succeed brands nowadays have to co-create with consumers and adapt to their
thinking rather than the other way around.
First time I've read your blog. I think you've just saved me the time I would have spent watching and analyzing the clip from yesterday's announcement. Well in my good lad. I look forward to more of your work.
ReplyDeleteCheers / spn
Good stuff Teddy. Just to add, the absence of the stiffly-uniformed, ADC gave Brand-Uhuru and approachable, friendly feel. I hope he gets rid of the ADC altogether it doesn't gel with his brand.
ReplyDelete