The damage has been done. Can the ANC brand be saved?
'Some brands literally disappear from history through bad strategic judgements that lead to self destruction'
In 1994 the idea that the African National Congress (ANC) might lose power in South Africa was unthinkable. Now, with elections approaching in 2019, the party is on the ropes. It’s a classic tale of a strong brand that has been allowed to denature, thanks to a string of scandals and the inability to deliver basic services consistently. The question is, can it be saved? Lessons learnt from the business world suggest that faltering brands can be saved if they address what is killing them. Strategy consultant Thabang Motsohi argues that when sales and profits decline in a business – read when votes decline in politics– it means that the brand has started to erode and the faith that it’s adherents have is waning. Rebuilding it can be challenging and disruptive. And this assumes the managers of the brand have realised that they are failing their support base, for failing that, it is impossible. To start, the problems that caused the decline must first be recognised and fixed before the b...
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