By Vipula Wanigasekera –
Dr. Vipula Wanigasekera
In the realm of political campaigns, branding plays a pivotal role in shaping perceptions and influencing voter behavior. Anura Kumara’s ascension to the presidency of Sri Lanka offers a compelling case study in political branding, particularly in how he effectively navigated the complexities of voter sentiment and market positioning.
1 – One of Dissanayake’s most significant brand attributes was his unblemished record. In a political landscape often marred by corruption, he positioned himself as a beacon of integrity. This “clean record” served as a critical differentiator in a crowded marketplace of political candidates. In branding parlance, this aligns with the concept of brand equity, where positive associations contribute to a stronger overall perception.
2 – Dissanayake effectively targeted the youth demographic, a group often overlooked by traditional political messaging. By addressing their aspirations and fears, he tapped into the emotional pulse of this segment. This strategy exemplifies market segmentation, where he identified a distinct audience in need of hope and direction. His messaging resonated deeply, creating a brand narrative that fostered loyalty and engagement among young voters who felt disenfranchised.
3 – Surrounding himself with qualified experts such as Harini etc across various fields added a layer of credibility to his campaign. This reflects the marketing principle of co-branding, where associations with reputable individuals can elevate a brand’s status. By showcasing a team of experts, Dissanayake not only reinforced his competence but also conveyed a message of preparedness and professionalism.
4 – Unlike his counterparts, Dissanayake consciously crafted his image to resonate with contemporary youth culture. His choice of attire—reflective of Gen Z and Gen C trends—further solidified his position as a relatable and trustworthy candidate. This strategic use of visual branding served to break down barriers between him and the electorate, making him more approachable. By aligning his appearance with the values of a younger generation, he effectively enhanced his brand image.
5 – Dissanayake’s campaign was anchored in a strong anti-corruption message, addressing the rampant issues of political waste and financial mismanagement. This focused messaging aligns with the marketing concept of value proposition, where he clearly articulated the benefits of his presidency over that of his competitors.
6 – The culmination of the Aragalaya movement played a significant role in shaping Dissanayake’s brand. By connecting his campaign to this authentic grassroots struggle, he tapped into a rich narrative of resilience and collective action. This strategic alignment not only lent legitimacy to his candidacy but also framed him as a continuation of a larger movement, enhancing his brand’s authenticity.
7 – In an era of political mimicry, Dissanayake carved out his unique identity. He eschewed the traditional templates of previous politicians, opting instead for his own style and vocabulary. This approach aligns with the marketing principle of differentiation, allowing him to stand out in a sea of conformity. His originality resonated with voters looking for genuine representation, reinforcing his brand as innovative and forward-thinking.
8 – Dissanayake adeptly utilized digital media as a communication tool, aligning with modern marketing strategies that prioritize online engagement. His campaign leveraged platforms like YouTube, where he garnered substantial support from influential creators. This savvy use of digital marketing enhanced his reach and allowed for real-time engagement with voters, setting him apart from competitors who neglected this vital channel.
Despite his successful branding strategy, Dissanayake faces the ongoing challenge of maintaining this image. As the digital landscape evolves, public sentiment can shift rapidly, especially if expectations are not met in the short run as Sri Lankans usually want quick fixes. Maintaining his brand’s integrity and continuing to engage with voters will be crucial in solidifying his position as president.
*Writer is former Diplomat, Head of Tourism Authority, currently a lecturer for ECU, Author, Youtuber, Meditation teacher and Reiki Healer
Nathan / September 26, 2024
Time for a confession.
I am a Tamil. I was born in Jaffna. I was born before the British decided that they had seen enough of us.
My father walked me to the Independence Day celebration.
I was cheerful.
That is the only occasion I remember being ever cheerful.
Let me take you forward 76 years.
I listened to a speech from Anura (with Tamil translation).
I have a feeling that I might get a chance to be cheerful, again.
I have had such feelings, in the past too. Never materialised.
Will it this time … ?
If experience is a guide, I know the answer!
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vipula / September 26, 2024
At least there is hope this time as AKD didnt use Sinhala Buddgist Ticket
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SJ / September 26, 2024
“That is the only occasion I remember being ever cheerful.”
You must have been great company at parties.
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Vijith / September 26, 2024
@Nathen
I am certain that it is going to be different from the politics of last 76 years. Hope this will be a true Independence that we never had.
Cheers!
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Nathan / September 26, 2024
Vijith, Buddhism was on a pedestal. Did you notice?
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nimal fernando / September 27, 2024
“Buddhism was on a pedestal.”
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A “mature” Buddhism is on display …….. at least for now.
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davidthegood / September 29, 2024
Nathan, wrong to expect people to give up their own religion, simply because they become politicians. The need is not to allow religious hierarchy to dictate to politicians and gain one up over other religions.
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Nathan / September 29, 2024
davidthegood, Is there need room for any religious hierarchy?
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Easton Scott / September 26, 2024
I share in this feeling of euphoria and am extremely pleased with Harini’s appointment as PM. I can’t think of anyone more fitting for the role. She speaks with authority, but without arrogance, contempt, or overt threats.
Yet, she clearly means business when it comes to backing the anti-corruption drive and prosecuting those who have blatantly abused their positions with impunity for so long.
Shani’s reminder yesterday about the unprosecuted Easter Sunday massacre is also very telling. I can only hope this ‘can do, must do’ momentum continues.
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leelagemalli / September 27, 2024
“I can’t think of anyone more fitting for the role. She speaks with authority, but without arrogance, contempt, or overt threats.”
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Most people with some common sense and knowledge of this nation would agree with her. She’s not just into revenge agendas. She is very serious about what she says, even if she sometimes feels immature.
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For example, there was a discussion based on AKD’s visit to India before the elections, where she did not tell the truth. Overall, the NPP has no candidates with experience in Sri Lankan politics. This is what I said then that she should be the NPP leader.
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davidthegood / September 29, 2024
Easton Scot, those who have blatantly abused their positions need to be prosecuted as Harini will act. What about the Raja government monthly payments to Zaharan who became one of several suicide bombers on the Easter Sunday killing of Christians attending church services on that day. Then, Gota presented as leader who will expose the truth, but was not able to prosecute himself. VP also sent out suicide bombers for 26 years in SL trying to get Eelam. Hamas/Hezbullah are foolishly doing the same thing today against God, in trying to divide Jerusalem, the capital of Israel, the land promised by the Creator to them They too will find the same truth as Gota and VP. Jesus is coming back to undivided Jerusalem called God’s city in kingdom power, and nations against Jerusalem will be defeated and cut in pieces. Zech.12,3. Jesus judges and makes war. Rev. 19,11.
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SJ / September 26, 2024
So it is all about marketing?
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vipula / September 27, 2024
No SJ it is from Marketing perspective. So AKD has one more condition to fulfill, and that is to deliver!! What is promised because brand is promise.
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SJ / September 28, 2024
Brand as promise is a key aspect of marketing.
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RBH59 / September 26, 2024
It sounds like there’s a Past leaders are backing religious leader controversy blaming that NPP is more aligning with some religious factors and after only 3 days in office and through the media’s portrayal of him. Instead of sorting matters in discussion but The situation seems to be quite complex, with various pointing religious . Via media to put him down. Regarding a good religious term, one that comes to mind is “integrity”. Integrity is highly valued across many religions and signifies honesty, moral uprightness, and a consistent adherence to ethical principles. It seems fitting given your mention of NPP leader unblemished record. AS said a superior man blames himself, while an inferior man blames others,” reflects a principle found in many religious and philosophical teachings, emphasizing personal responsibility and self-reflection. The blame has begun, but it falls on those who were put in power with the support of the Aragalaya movement
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vipula / September 27, 2024
Agree RBh 59
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hanchopancha / September 26, 2024
There is nothing to be jubilant or ecstatic or strategic about the winning of the Presidency by JVP/NPP lead by AKD. It was a shear expression of frustration, disgust and protestation of the way Rajapakshe, Wickremesinghe and the cahoots plundered, pillaged and robbed the nation subjecting the masses to abject poverty. People in one voice said enough is enough. It must sink right down inside their heads.
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SJ / September 26, 2024
hp
“It was a shear expression of frustration, disgust and protestation of the way Rajapakshe, Wickremesinghe …”
If is is so simple, why did they not elect SP?
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Ruchira / September 26, 2024
Akd won simply because everyone was too tired of the same old same old crooks taking them for a ride for 76 years. Not because he had any strengths. His inability to secure >50%+1 is an indication if anyone wants some proof for the claim. Give him and his NPP/Jvp chaps a couple of years. I am sure they will prove they are equally bad, or worse. This is nothing but a continuation of Bodu Govi (BoGo) hegemony that has been the primary culprit of Sri Lanka’s failure. Unless you address this casteist root of all political ills of the country, nothing’s going to change much. He appears to be resorting to the same old electoral politics to consolidate his power in the upcoming general elections. Hence don’t expect much from him.
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vipula / September 27, 2024
Agree Ruchira
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Nathan / September 29, 2024
vipula, What are you agreeing with?
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davidthegood / September 29, 2024
Ruchira, you are never going to address this caste issue in Sri Lanka as long as there are Buddhist priests of Malwatu/Asgiri Kandyans called Radala, behaving superior to Siyam Nikaya which will not admit Karava group into their Siyam, but only to Amarapura Nikaya and others group them as KSD. Most others are related to menial jobs of ancestors till the British came here.
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Naman / September 26, 2024
The corrupt politicians over the 76 years had instilled immorality in the society. Most people are thinking how they too can make EASY money like the way politicians became rich. The visit to the Temples etc by the politicians should be a private matter and should NOT be media circus. Politicians in the past (?Present) were very good to act as if they are really/truly religious people and to act if they are the TRUE patriots of the country. They caused ethnic and religious divisions in order to grab power.
SWRD B knew that he will not become the PM as D Senanayake had plans to groom Dudley S as the next PM. Hence he brought in “Sinhala Only’ + Ceylon as a Buddhist country in order to capture power.
SL Tamils sympathises with the Palestinians who are undergoing sufferings that they had been through. SL progress depends on how the New Leadership is treating the Tamil speaking Citizens from now on.
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Naman / September 26, 2024
AKD should undertake to eliminate drug and alcohol culture/addiction that had become prevalent in the last two decades. We need to get hold of the big traffickers in narcotics. SL navy could have easily put an end to it
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vipula / September 27, 2024
True Namal. This is a big one. They are rregenal cartels
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davidthegood / September 28, 2024
Dr. Vipula, objections to increase the knowledge of English in the population may come from those who teach religion in Sinhala or Tamil. But this should not be allowed to obstruct the next generation becoming a global population with good job prospects which are financially rewarding for them and also their family’s education.
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SJ / September 28, 2024
“…objections to increase the knowledge of English in the population may come from those who teach religion in Sinhala or Tamil. “
BS
What is your evidence?
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davidthegood / September 29, 2024
SJ, to an old hand like you, sure you can answer your own question.
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SJ / September 29, 2024
Why should I answer when the claim is from another?
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Raj-UK / September 28, 2024
There is always a post mortem by experts after a win, whether in sports or any other matter but often, it is logic or spontaneous action & not according to the expert analysis that yielded the result.
It reminds me of a funny story. A budding photographer was doing apiece on the daily lives of the people in small rural mining village in the US & among his exhibits which attracted much interest was a picture of a group of miners smoking & relaxing during their break. They were covered in dust & apart from the mandatory helmet with lamp, gloves & boots, were naked, as inside the mine was very hot. The subject of the interest was because all the miners were covered in dust, hardly indistinguishable from each other, but one miner, although his entire body was covered in dust like the others, his penis was not. Many critics & experts studied this photograph & came up with all sorts of theories as to what it represented, from oppression of the blacks & white superiority to masculinity of the miners. A reporter covering the event was unimpressed with the theories & asked the photographer, who replied that it was just a photo of the miners relaxing after lunch before going back in to the mine. Asked why only one miner was covered in dust but not his penis, the photographer replied that this miner had his lunch delivered by his wife while the others brought their lunch with them. The moral of the story is that there is always a simple explanation
Cont
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Raj-UK / September 28, 2024
Cont
Whether AKD specifically ‘branded’ himself or not, if there had been a credible alternative, .the result could have been different. If the SJB, for example, nominated better educated Dr Harsha instead of SP, AKD’s ‘branding’ would have been immaterial. The NPP was quick to hijack the aragalaya & the JVP piggybacked on the NPP.
MR was charismatic & appealed to the man on the street but when the deception became obvious, the voters turned to his brother, the ‘saviour’ of the SInhala nation & Buddhism on the wake of a dodgy Islamic terror threat. People finally accepted reality, the corruption & incompetence of SL politicians & the NPP capitalised on the fact with a pledge to eliminate corruption & perks that are a burden to the country. End of story.
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SJ / September 28, 2024
“There is always a post mortem by experts after a win,”
“The NPP was quick to hijack the aragalaya & the JVP piggybacked on the NPP. “
An expert at work I guess.
*
All this time it was the NPP being only a facade for the JVP.
Relax, it is not easy to reconcile to losing.
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old codger / September 29, 2024
Raj,
“If the SJB, for example, nominated better educated Dr Harsha instead of SP,”
I don’t think education matters much to the electorate. But optics do. A young and vigorous “common man” to whose Teflon hide no mud would stick won. His opponents were RW with the charisma of a brick and onset of senility, causing him to repeat his favourite story at all election rallies, and Sajith the LSE educated bus driver with a famous father. Harsha wouldn’t have stood much of a chance, education or not. Also, it is very unlikely that Sajith would have allowed it.
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SJ / September 28, 2024
Your anecdote is about as factual as the rest of your analysis is often.
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Raj-UK / September 29, 2024
SJ
It is not an analysis, just my observation. As for ‘not easy to reconcile to losing’, I was not a voter & I was always aware AKD would win in the absence of a credible alternative. I don’t know which is worse, a socialist NPP in govt. or SP as PM but whatever way the cookie crumbles, I am not affected, just feel sorry for my friends & all those poor people if they have dug their own grave..
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SJ / September 29, 2024
Losing was not just for voters but also for “observers’.
Read what you have written in the recent months, and then tell me honestly if you were not disappointed.
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