In this election, we heard a lot of noise from Congress party accusing Narendra Modi of corruption in Rafale deal. They wanted to convey that the Prime Minister, who calls himself a Chowkidar (guard) of the country, has favored his businessman friend.
Even though they may find this verbally interesting, because it rhymes well, but the slogan is actually a misadventure and completely counterproductive. It got the currency but the results were in favor of the Chowkidar. Here is why.
A Brand Is Built Over A Long Time
Brand building is a long game. Brand Modi is built on a unique premise. Those who have seen his work and the results he has produced, know his capability and his intentions. His flawless character has no blemish so far. And this image has not been built by empty slogans. There is a body of work, dedication and profound results which have built this credibility.
On the contrary, brand Congress is known as corrupt, inefficient and partisan. Also, brand Rahul Gandhi is immature, undependable and insincere. He is a self-certified Pappu. His own antics have won him this distinction.
Trying to wash out their own image as corrupt, Congress thought it is a good idea to seize upon a single case and color the current government with its own shades. They intended to prove that we all are equal Chors. But their choice of words and the target resulted in a completely reverse impact.
How Did It Help Namo?
Everybody accepted the word “Chowkidar”. So this way it reinforced his image as the guardian on the country. Nobody disputes this. So it increased his credibility.
On the other hand, nobody believes the second part “Chor Hai”. Those words don’t stick on the clean and mammoth personality like Narendra Modi. So, it spills back to the sender, on whom it fits perfectly because their brand already is known to be that: Chor.
Brand loyalty doesn’t pay much attention to anything that is contrary to its belief about the brand, which is built over a long time.
What Was Brand Communication Mistake?
When a company makes the competitor brand the hero of the communication, the competitor benefits more than the company, because the communication gives the competitor even more visibility. Many marketers fall into this tempting trap of competition bashing. The more they talked about Chowkidar, the more they themselves asserted that NaMo is really the Chowkidar. And that reinforced his strength.
Why should a company pay and work so hard to talk about the competitor?
But to understand that, one has to be intelligent.
One may inherit ancestral Rajgaddi, but intelligence can’t be inherited. One has to possess it.
And a self-certified Pappu can’t have it.
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