Politics is a form of marketing. Like every product that’s ever been introduced to the market, every politician that contest for office is faced with one very important challenge; how best to brand himself/herself.

Branding can take any form. It doesn’t matter what image a politician decides to project. As long as it resonates with some people, he/she attracts raving followers.

But Branding is only the beginning. For fans to continue to be fans, a politician must be authentic, true to his image, all the way and all the time. Just as inauthenticity has caused the downfall of many a product, it can destroy the future of any politician.

It doesn’t matter what image or message a politician uses to brand. It can be a lie, it can be absurd, it can be controversial, it can be anything as long as he/she is authentic. This is why a politician like Donald Trump, as unpleasant a personality as he is, still has his followers. Because if there’s one thing Trump is good at, it is authenticity.

In president Buhari’s case, he had an unfair advantage from the very beginning. He embodies hope at a time when hope is the greatest need of many Nigerians.

He projected an image of an ordinary Nigerian; a poor farmer who cannot even afford his own ticket, an honest man who never stole a kobo from public service and so he owns only 150 cows and a couple of houses as assets, who could be better than this?

Now there’s no questioning whether this is a lie or not; as we’ve all come to see, it definitely is. But it’s all very well, that’s not the problem. As Seth Godin wrote; all marketers (politicians) are liars.

And truth be told, it was a convincing lie. Even the dogs and sheep in Nigeria believed it. It resonated with a lot of people.The ordinary man in Nigeria was like… here’s a man who finally understands me, because he’s a lot like me. It worked, and Nigerians went out in millions to vote him into office, he won.

And then he forgot the stuff that made him.

All Buhari and his campaign team needed to do was to make sure he continued to live the lie, breath the lie and make sure we continue to believe the lie, because if nothing else, there’s a second term to be won.

The flop began when our dear president and his family members started parading themselves in clothes and accessories worth thousand of dollars, when the president contrary to the expectation of many Nigerians choose to live a lavish and luxurious lifestyle like his predecessors.
No one wants to be scammed or made a fool of. No one want to believe he’s been wrong all along. But the truth is, our president has convinced lots of Nigerians that they are.

I can bet a finger that if Buhari has been authentic to this point, he couldn’t have earned as much antagonism from the masses. The diehards could have worship the ground he walks on. Who knows, Aso villa could have turned to a shrine, where Nigerians trek in multitudes to pay homage. Who knows? songs of praises could have been written in his name. Who knows? Statues will have been molded in his image.

If Buhari had continued to project his image of a poor man who’s suffering like the rest of us masses, he could have been the last person we’ll point fingers at. We’ll believe everything he says, we'll sympathise with him as he pretend to suffer with us, we’ll stick with him till the very end.

The diehards’ mantra could have been something much more sinister than #IStandWithBuhari. Perhaps something like #ISleepAndWakeWithBuhari, or worst.

As it stands, Buhari risk the same fate as Nestle infant formula; a product whose branding lie led to the death of millions of babies in the third world countries during the 70s, was nicknamed ‘the baby killer’ and led to the famous ‘Nestle Boycott Campaign’.

But then, what do I know? Infant Formula is still a billions of dollar market.[color=#990000][/color]

Nawa

georgen2u:
Nawa

Nawa for Wa

Change is Real

Don't Judge bro

afanide:
Don't Judge bro

Keep the tears flowing....

afanide:
Don't Judge bro

Judge what pls

Scam!

This should be on front page

Buhari is the greatest scam of the 21st century. Pity for zombies.

All the packaging: Ijaw wears, Igbo top, English Corporate attires; bow-ties, long ties, Italian shoes, UK suit, hat, beads all disappeared overnight_he return back to Original Daura Cow Rearer in less than 1month_ grand Pas has taken over the business of scamming unsuspected victims headed by Buhari_the grand scammer!

front page oooo