This is a Review of “The Herald” and the “Daily News” on Brand Ideology.
In BRAND IDEOLOGY your language can either be that of a Conqueror or that of a Bandit; positioning in consumers’ minds.
As a brand, the Daily News you Herald to consumers makes them accumulate a defeatist or conqueror mind-set toward you.
Brands being cited include Daily News, The Herald, Seh Calaz, and Soul Jahlove.
The setting is the June 10 Elections, and all eyes and ears are on Media Houses to bring results and hope, breathing into the life of the Zimbabwean.
On the same day, in the same event, there will always be two opinions – a losing and a winning view; it is up to your brand to see victory or defeat.
Daily News chose to preach doom, The Herald chose to preach pragmatism; all affecting the language of their brands in the ears of the recipient.
That there being the difference between Seh Calaz and Soul Jahlove; one has language from an activist point of view the other speaks from a victor’s position, a strategist.
Regardless the challenges of political economics, no brand can survive the self-bewitching position of banditry in the mind of the market; only victors conquer.
Victory begins with the confession of victory, that being the language your brand speaks whatsoever the circumstance.
Victory is synonymous to mental positioning as much as operational circumstance.
Imperatives of Mind and Market Share
Market Share is the dominance of a brand based on volumes pushed in a market.
Mind share is the percentage a brand occupies in the mind of the consumer and those around the same, occupied by every acquisition of product or service.
In this Digital Age where the most illiterate consumer is well informed, no brand can afford to ignore mind share; that is built by Brand Ideology.
Brand Ideology that increases or reduces mind share comes from how the brand speaks to its audience as it interacts for growth.
Profitability of a brand can be linked back to the language the brand is known for by its most passionate consumers; as negativity is poisonous to the Income Statement.
As much fun it may be for Seh Calaz to call his crew and fans Bandits; enduring profitability has never been linked to criminal stances; profit loves conquerors.
An Activist will never be a Strategist
A STRATEGIST is a strategist and an ACTIVIST is an activist.
A STRATEGIST brand stands out in the midst of adversity and critics, just as much as an ACTIVIST brand stands for a cause.
An ACTIVIST brand is cause-related, appealing to emotions and internal warmth of belonging, whilst the STRATEGIST brand is cause-related too, but appealing to power, wealth and ownership.
ACTIVISM consists of efforts to promote, impede, or direct social, political, economic, or environmental change, or stasis.
STRATEGISM, derived from being an author of STRATEGY, is high level planning to achieve one or more goals under conditions of uncertainty.
The STRATEGIST brand is militant, whilst the ACTIVIST brand is conversational.
By nature the STRATEGIST brand is different from the ACTIVIST brand, hence none is better than the other, but more people will always follow power than weakness.
Activist brands speak the words “family” and “home”; whilst “dominion” “ruling” are words that can only be used by the Strategist brands.
As is comparing Apples with Oranges, the STRATEGIST brand is different from the ACTIVIST brand; though the two are fruits, they taste extremely different.
There are victory benefits of taking the position of a Strategist brand that even if in the midst of challenges will never preach doom or gloom.
There are defeatist curses of taking the position of the Activist brand that will never bring victory for the brand, causing a stagnation of the same in the market; ducks never rise to eagle status.
Robin Hood is not match for King Arthur
Some of the greatest ideological stories of war brands can learn from are Robin Hood, the activist, and King Arthur, strategist; the essence of Brand Ideology.
Seh Calaz, like a Robin Hood brand will find it hard to compete with the King Arthur brand ideology of Soul Jahlove; the same for Daily News to The Herald.
Robin Hood was loved, but he never became royalty as the glory of dominion is ascribed to King Arthur in our childish minds of primary school; thus so in Branding.
King Arthur was not popular, but the position of victory he chose to stand for made him the legend whose strength many children derive in battle of everyday life.
The Boxing Match of Branding
Defeatist brands will always have excuses as to why they lost the boxing match to their Mayweathers forgetting that the only weathering important to war is language of victory beforehand.
Branding is not just the good looking graphics of its image, but is engrafted in each communication that speaks to the consumer from inception.
You do not necessarily win because you can win, but victory is for them that propel toward it; language being the propeller.
Formidability in branding does not guarantee results, but effectiveness is only attained by them that take position of victory and allow all situations to bring it to them.
In Brand Ideology you position your brand in the victorious future you see and then write its history with relentless energy and wisdom.
The Zimbabwean Consumer: Descendants of Conquerors
Descendants of Mutapa, Rozvi, Ndebele, Torwa; the Zimbabwean consumer is by nature conqueramental and never at one point feel subdued even if they lost a decade to casino economics.
Weakness is what they do not want, and the preaching of thus caused loss to many listed Zimbabwean companies, to the delight of conqueramental South African and Zambian companies.
If your brand was the head of the court of Changamire Dombo, would it be negative toward the looming fight with the Portuguese?
How the generals and the ministers in the court of Dombo contributed a lot to the victories the Rozvi wrought for empire and king; respect your shareholders as leaders of brands.
Great Zimbabwe would not have been established as a kingdom, fort, and state unless a certain language were spoken, this language being still heard centuries after; alas Daily News.
There is nothing wrong with being a critic, but a negatively critiquing brand will not grow as it does not elevate the mind of the consumer.
Revisit the language of your brand; profit will be your heritage.