Let's hear it for Brand Zuma

2009-05-11 12:42

Chris Moerdyk

Whether a brand succeeds or fails often depends on whether it can live up to its advertising claims.

So, let's look at all the advertising behind Brand Zuma.

Certainly, as far as I can see, it's been very good.

He wants to return to the values set by Nelson Mandela. Good advertising that.

He wants to promote "friendship, harmony, co-operation and unity" among political parties. A tough call but at least he is saying he wants to try.

He wants to get his MP's to understand opposition politics and not turn every bit of criticism from the opposition into a petulant confrontation.

And how about this for great advertising? He told ANC MPs, provincial leaders and his cabinet that they had better knuckle down and do some hard work.

And he has created a special body within the presidency just to make sure that everyone is pulling their weight and do it honestly. His ads literally screamed; "Get on with it or get out."

He has also said that he owes nobody anything which seems to be advertising the fact that the Mbeki era of jobs for friends and protecting one's buddies, is over.

Then, he has frequently advertised the fact that he won't put up with fraud or corruption in government.

Let's face it; we can't fault Brand Zuma's advertising campaign one bit. Like great advertising, all of it seems to be exactly what South Africa consumers want to hear. And there is some humble stuff as well, like saying he only wants to serve one term of office.

So, Brand Zuma advertising is great. Now we need to see if we like the taste of what's to come.

I reckon Brand Zuma advertising might just have surprised those prophets of doom who couldn't see anything in the product than bad taste and rotten eggs.

But, I am going to make a note in my diary to reprint this column in 100 days from now to see just how much of Brand Zuma advertising is true and whether any of it has been misleading.

Send your comments to Chris.

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