Branding and Positioning

It takes years to build a brand and for it to be recognised. A political party’s image, logo, values and what it stands for need to be marketed and sold to potential voters, brand recognitions and royalty warrant followers. PAP & WP are established brands with a history and elected members with recognised personas and track records, with 100% representation in Parliament, any others are wannabes.

A GE is a serious business with no odd for luck or egos, in every GE, a couple of new parties would pop up offering all sorts of value propositions that are doom to fail and would fail miserably. In every GE, these small parties are energised, so eager to change the political landscape of Singapore. But they failed to build a brand, failed to get enough support. KJ writes well, LT is outspoken, Ravi is courageous, these are great guys that I respect, but would never make it on their own. Please do not waste limited resources and energy, consolidate, swallow pride and ego to join a bigger and better party to fight. I hope to see these small parties with big egos dissolved like SingFirst, TJS despite joining SDP in the last minute to fight in H-BT loss by a big margin. Too little too late, needs time, branding and positioning, not haphazard last minute to join a fight that’s destined to lose. No better luck next time, only recognition. Start marketing now, SDP may stand a chance to win some seats in 2025.

Voters would not care if Oppo united or 3-corner fights, they only recognise the familiar logo of choice and mark an “X” to vote. Focus on selling the logo, market the brand and position the values. Every political party needs a Financer and a Marketeer, strategies, money and brains to work. PAP has everything, the whole works to crush any oppo if required.
PSP is a classic example of wannabes with founding members with recognised personas and track records, failed with honours and 2 NCMPs, great for a 1 year old start up. With a Financer to back, PSP will be a brand to look forward to in the next GE.

I have always felt sympathetic for CSJ and SDP, a “never say die” fighter, a persona gradually being accepted by and large. Lacking in funds can makeup with memberships recruitment and sales of memorabilia, creative, fun and yet subtle. For a dollar a download, how much can you raise for a “East Coast Plan Rap” ringtone? I would put on a baseball cap that says “Pay and Pay”, and a T-shirt printed “Born Free, Taxed to Death”☹.

What are the differences between WP, PSP and SDP? Do we even need 3 opposition parties? IMHO, even 2 is too many, there’s no room for small party. Positioning defines where your party stands in relation to others offering similar values in the GE as well as the mind of the voters. A good positioning makes a party unique and makes the voters consider voting it as a distinct benefit to them. A good position gives the party a unique selling proposition in a political landscape cluttered with lots of parties offering similar benefits, a good positioning makes PAP stands out from the rest, confers it the ability to charge a higher price and stave off competition from the others. Just remember, we bought the PAP brand and gave them the power to charge higher prices, paid $200K for a part-time MP to sleep in Parliament and millions of dollars for inefficient Ministers, increased costs of living and make our lives miserable.

PAP have the brand recognition, control of the media, power to change the game and rules. Well, almost everything required to hold on to power. Just because PAP is overly mighty and powerful had created a different set of problems, it is rotting from within its values, members joined for status, money, self-interests, etc. With non-preforming MPs and inefficient rubbish-talking Ministers, the erosion of the PAP brand had started, just need another 2 terms to crumble. Or, it may just realise these problems and wake up with radical transformation, LHL must go, 4G not happening, can Tharman be the transformer?

The CCP faced memberships’ crisis with massive disciplinary issues before Xi took charge and revamped and revived the confidence in the party. 90% of Chinese trust their government today. If a similar “Do you trust your Government?” survey is done today for Singapore, I think the PAP can barely hit the half way mark.

New medias are not just for the young or for fun, as they evolve in offerings for the young and the olds too, online polling and surveys can highlight the current issues and policies, feelings on the ground and resulting in better improvements. Opposition should utilise all alternative medias and means to reflect these sentiments. Just for the fun of it, say: would you like to know Ho Ching’s salary? Make a wild guess between $1 to $99M, etc. Seriously, do we have a right to know the top salaries of executives managing our sovereign wealth funds? No fear of Pofma.

One does not need to be highly educated to understand the concepts of branding, or a Master to do it, any fresh grad in marketing from any poly or uni can do it. More can be done, just do it.

 

M Gen

 

 

yyy
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11 Responses to “Branding and Positioning”

  • A lot of 事後孔明 here:

    A lot of 事後孔明 here.

    GE over. Lets focus on current issues and affairs.

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  • 61% loves to stay as sheeple:

    everyone wants to be the Big chief..very few contend to be braves.
    dunno if there’ll still be a GE2025.
    Heaven knows what or how they will change the constitution by then.
    maybe to allow them to govern forever? GOD FORBID!

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  • Bad Boy:

    昆明30户居民住进烂尾楼:靠电瓶供电!小区名叫“别样幸福城”.

    https://news.sina.cn/2020-07-17/detail-iivhuipn3533207.d.html?from=wap

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  • TUMASIK Patriot:

    Agree in principle and may I add…

    The three most Notable Party this GE are WP-SDP & PSP with the rest classified as an also-ran…an Alliance of the three with notable personalities like KenJ – Lim Tien and a few others dissolve their parties and JOIN any one of the Three…

    Set up a “PATRIOTS FUND”…with public and supporter Donations to built an arsenal for the War ahead…the Battle had been lost but the War has just begun…
    two members each of the Alliance will Manage and Account for the Fund on a Pro-Bono basis…How the fund is to be used will be decided by a Committee that should include an External Independent accountant and legal adviser… Gentlemen of Repute with no affiliation to any of the three-party least of all the PAP…

    Drum up support from the Public and Supporters through the Internet and to Kick Start the Patriots Fund each of the three will set up an account by donating $800 each…

    How??? can or NOT???

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  • TUMASIK Patriot:

    TUMASIK Patriot:
    Agree in principle and may I add…

    The three most Notable Party this GE are WP-SDP & PSP with the rest classified as an also-ran…an Alliance of the three with notable personalities like KenJ – Lim Tien and a few others dissolve their parties and JOIN any one of the Three…

    Set up a “PATRIOTS FUND”…with public and supporter Donations to built an arsenal for the War ahead…the Battle had been lost but the War has just begun…
    two members each of the Alliance will Manage and Account for the Fund on a Pro-Bono basis…How the fund is to be used will be decided by a Committee that should include an External Independent accountant and legal adviser… Gentlemen of Repute with no affiliation to any of the three-party least of all the PAP…

    Drum up support from the Public and Supporters through the Internet and to Kick Start the Patriots Fund each of the three will set up an account by donating $800 each…

    How??? can or NOT???

    The Patriots Fund must be accountable and TRANSPARENT for public scrutiny and the sniffer dogs that will come sniffing sooner or later

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  • NotMyProblem:

    A lot of 事後孔明 here:
    A lot of 事後孔明 here.

    GE over. Lets focus on current issues and affairs.

    Yes. Let’s focus on how the Covid-19 taskforce going to handle the pandemic, or was it forgotten already?!

    Is Josephine going to wash her hand and wait for the next minister to come on board?

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  • Opposition unite:

    There should be only 2 opposition parties.
    One WP and the other combine under PSP.
    More chance for Opposition in next election.

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  • xoxo:

    BRANDS?
    BRANDING?
    I say too many *OPPO* BRANDS at the moment.
    There is only ONE PAP *brand* that is easier for voters to make a *choice*?
    Its like *KLEENEX* for tissues vs all the other *brands*?

    So,OPPO NEEDS TO BE A *brand* in order to have real *BRANDING* for themselves.

    Its like marketing,like it or not.

    Oppo needs to Re-think and Re-group going forward.

    Another example,when you think hamburgers,you think MacDonalds?
    But you could also appreciate Burger King?

    Thats WHY oppo need to be THE ALTERNATIVE like A BURGER KING?
    THERE’S VALUE IN PROPER BRANDING.
    OPPO SGS,THINK ABOUT IT…

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  • Best parties are WP and PSP:

    Look at WP. it has world beating members. Ms He Ting Ru, Mr Leon Perara, Dr Jamus Lim, Mr Louis Chua, and many more.

    Look at PSP. it has world beating members. Ms Hazel Poa, Mr Leong Mun Wai, Dr Tan CB, and many more.

    We had hope for SDP. because we think Dr Chee SJ and Prof Tambyah are world beating folks too. alas. the SDP brand. just has proven to be of not much use to voters.

    We love all OPPOs. however, the goal is not to contest GE for the sake of contesting.

    the goal of contesting GE is to topple pap and form New Government.

    so we feel strongly that SDP, and the other almost next to nothing parties such as RP NSP and so on, disband and rejoin either WP or PSP.

    it is the future of Singapore we are talking about here. so what if it is Minister under WP or PSP? it is still a minister. far better than being nothing, not even an MP, under SDP, RP, NSP, and all such insignificant OPPO brands.

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  • Best parties are WP and PSP:

    Opposition unite:
    There should be only 2 opposition parties.
    One WP and the other combine under PSP.
    More chance for Opposition in next election.

    Very well said, bro.

    Agree.

    Just look at the slate of candidates in WP and PSP. world class, some eve better than pap sexpert josephine teo hdb at zero value laulan wrong and so on.

    sure. DR Tambyah and DR Chee SJ are of caliber. but their SDP brand does not work with voters. THEY need to realize the truth, disband SDP and join either WP or PSP.

    the remaining parties, RP NSP and so on, must go. we cannot name anyone other than KJ Jeyaretnam. but his demeanor just does not give good vibes OPPO lovers. so if we OPPO lovers are not convinced, how to convince cotton producing sheep to wake up and vote against pap?

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  • Xi Jin Ping the Emperor:

    https://www3.nhk.or.jp/nhkworld/en/news/backstories/131/?cid=nwd-adwords-all_site_dsa-201905-000

    He massively cracked down on low level corruption in China and abolished the two terms limit of the
    presidency of the Chinese Communist Party. Now the Emperor is above all mundane laws and regulations and his select cronies are filthy-rich across the globe. Anyone closer to home drawn into fascist brainstorming?

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