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Politicians who use the Raila Odinga brand must pay cash

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 Former Prime Minister Raila Odinga addresses delegates during the 3rd Annual Devolution Conference at Meru National Polytechnic on Friday 22/04/16       PHOTO:BONIFACE OKENDO

Just how much is the Raila Odinga brand worth? Let’s say, for arguments sake, that it is worth Sh100 billion, a figure which I believe is not far off the real value.

What this means is that were the former Prime Minister a corporate brand — and a strategic investor decided to buy it — the investor would have to part with Sh100 billion on top of what they pay for the visible assets.

The Raila Odinga brand is, arguably, the most valuable political brand in Kenya today. Yes, the Presidency does have excessive leverage over the affairs of state and government, but that leverage is courtesy of the institution rather than the individual holder.

A flaccid conversation suddenly gains life when Raila as much as says a word about it. And although they wouldn’t say it openly, the media is one of the major beneficiaries of the Raila brand.

The other categories of beneficiaries are the political types. It is often said in jest that in some parts of this country, there is only one voter. The import of this is that once a candidate gets the ticket of Raila’s chosen political vehicle, the candidate’s election becomes a foregone conclusion. As a person who believes in the worth of brands, I hold that those who benefit from the Raila brand (with the exception of media) shouldn’t do so for zilch in the same way no corporate should use a celebrity brand to promote its products without paying for it.

When an individual who aspires for political office pays a courtesy call on Mr. Odinga at Capitol Hill or Opoda Farm, they should never go empty handed.

A budding politician with average wealth should part with no less than Sh500,000, wealthy ones should tithe a minimum of Sh5 million at the first sitting. Should Odinga have the grace to hold the said politician’s hand and introduce him or her to a national audience, a minimum Sh1 million for a neophyte with average resources and Sh10 million for an established politician should hit his account by the end of that day.

This is not greed or bribery. It is paying for the value of riding on a brand to earn political, social or financial benefits. The alternative is to chart your own path, work hard at the grassroots till you are noticed.

Of course the result is that we shall often be led by buffoons and clueless incompetents, but that is the price we must pay for being emotional, even spiritual, about leadership. I would be surprised if RAO, being a shrewd businessman in his own right, is not already doing this.

And that’s why I think there’s a deep gulf between Mr. Odinga and his supporters. The supporters see the Presidency as the ultimate prize, but Mr.Odinga is already enjoying massive power, adoration, influence, money and media that perhaps only the Presidency does with all the stresses of high office. For him, winning the Presidency would only be a bonus.

I do not know any serious brand that sits back and watches as competitor brands emerge, grow and eat into its territory. That would not be on.

The Raila Odinga brand is so large and so domineering that no competitor should expect him to give up territory or play second fiddle with nothing tangible in return. Besides, there are so many joyriders and loudmouths who can’t crack elective politics without a helping hand. These would do anything to ensure Mr. Odinga’s name is on the ballot at the next elections for their own benefit.

I posit that the reason Jubilee is uneasy with Mr Odinga’s continued stay on the political scene is not because he is a real threat to their re-election, but because his powerful brand casts a large shadow over the nation’s affairs. It always feels like there’s another President somewhere outside State House!

Gori is a communications consultant

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