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What brand Modi needs to be wary about

Brand Modi is getting two things wrong. One, its 'playing' to the converted. Two, its not connecting with fence-sitters, plus when it tries to win over the latter it does so quite badly.

Grandstanding populist speeches to the converted aren't so much a necessity for brand Modi. After all, its a given the converted (read, right wingers) will perch close, stay loyal. There's enough evidence from Gujarat to show the brand Modi faithful stay loyal. So its a waste of time and resources trying to up the brand's equity with the faithful.

What the brand is getting wrong is its pitch to fence-sitters. Now its legitimate to ask if brand Modi should 'tweak' its value proposition to appeal to a new crowd. I recommend it should. Note, tweak not change, is the advice. Meaning, drop the hyperbole and appear statesman-like; quit going after the PM with stuff like 'dehati aurat'. Instead talk of alternative approaches steeped in realpolitik.

That works for the new crowd.

As we inch forward to election-time, the challenge for brand Modi is its susceptibility to the Icarus Effect. What took the brand 'up' in Gujarat, may in all probability bring it 'down' in India.

I am willing to wait and watch.

In time we'll all know. 

Comments

Vishnu Raghavan said…
Few points are in order
The fact was made rather clearly by Modi in his speech that it was inexcusable for Nawaz Shariff to call the prime minister of india a Dehati Aurat. He stated that we reserve the right to criticize our pm but a foreigner has no right to do so. http://indiatoday.intoday.in/story/narendra-modi-delhi-rally-bjp-pm-candidate-gujarat-cm-japanese-park/1/312260.html
I suspect that sounded pretty mature and truth to tell he has stated in no uncertain terms the fact that the nation will not stand for the insult to the PM. Maybe rhetorical but hardly in poor taste and certainly not tantamount to treason.
And considering the Indian media has a knack of portraying him in poor light, the BEA really should not cry foul. And it was their own gentleman pm who was insulted by the pm of Pakistan. Amazing since they would attack anyone from India who questioned Manmohan Singh with a much bandied term- Fascist. And they went out of the way to portray all who have the misfortune to come in the line of their crosshairs. It seems some media persons in India have denied the incident took place. But why the differing responses from denial to what was purportedly humorous according to Geo tv’s journalist.
http://ibnlive.in.com/news/sharifs-dehati-aurat-comment-a-joke-not-a-derogatory-remark-against-manmohan-singh-pakistani-journalist/425267-2.html
such occurances will doubtless motivate many to feel that the incident did take place- so many versions-
Hence the allegation that he went after the PM with the Dehati Aurat comment is suppresio veri suggestion falsi to say the least. He has hit him with facts like corruption, has hit delhi cm with the power shortages etc . but he has said our attacks are our prerogative but that we wont stand for an insult to our pm, who is the symbol of our nation.
At no point am I suggesting that this election is a walkover. Not a bit. In fact there is still the tantalizing and not pleasant possibility of a fractured mandate. But a cleverly run quasi presidential style campaign can alter things drastically. And in that lies his best bet. Lets wait and watch. Interesting times.
Vishnu Raghavan said…
Few points are in order
The fact was made rather clearly by Modi in his speech that it was inexcusable for Nawaz Shariff to call the prime minister of india a Dehati Aurat. He stated that we reserve the right to criticize our pm but a foreigner has no right to do so. http://indiatoday.intoday.in/story/narendra-modi-delhi-rally-bjp-pm-candidate-gujarat-cm-japanese-park/1/312260.html
I suspect that sounded pretty mature and truth to tell he has stated in no uncertain terms the fact that the nation will not stand for the insult to the PM. Maybe rhetorical but hardly in poor taste and certainly not tantamount to treason.
And considering the Indian media has a knack of portraying him in poor light, the BEA really should not cry foul. And it was their own gentleman pm who was insulted by the pm of Pakistan. Amazing since they would attack anyone from India who questioned Manmohan Singh with a much bandied term- Fascist. And they went out of the way to portray all who have the misfortune to come in the line of their crosshairs. It seems some media persons in India have denied the incident took place. But why the differing responses from denial to what was purportedly humorous according to Geo tv’s journalist.
http://ibnlive.in.com/news/sharifs-dehati-aurat-comment-a-joke-not-a-derogatory-remark-against-manmohan-singh-pakistani-journalist/425267-2.html
such occurances will doubtless motivate many to feel that the incident did take place- so many versions-
Hence the allegation that he went after the PM with the Dehati Aurat comment is suppresio veri suggestion falsi to say the least. He has hit him with facts like corruption, has hit delhi cm with the power shortages etc . but he has said our attacks are our prerogative but that we wont stand for an insult to our pm, who is the symbol of our nation.
At no point am I suggesting that this election is a walkover. Not a bit. In fact there is still the tantalizing and not pleasant possibility of a fractured mandate. But a cleverly run quasi presidential style campaign can alter things drastically. And in that lies his best bet. Lets wait and watch. Interesting times.
Ray Titus said…
One among the faithful, eh? :)
Vishnu Raghavan said…
ha ha ha- my initial opinions were coloured by the left dominated media(mainstream media) portraying him as a supervillain leading the 2002 riot mobs. Subsequent events and emergent facts seemed to paint a different picture and not just about the so called administrative acumen but about the unfortunate riots themselves. These changed my opinions about the man. Like most oriental potentates he is a brilliant orator.At no point do is say he will win outright. That seems too remote a possibility even considering the way this government seems to be bungling. But one never knows. In 2002 it was predicted by psephologist’s that he would be unseated. ditto in 2007. So am not too impressed with the predictions of our pundits- after all they are hardly cut from the same fabric as Nate Silver. Of course he can cut down on the personal attacks as that tactic may well backfire. All of us know that the PM is not exactly strong but a mix of attacks on policy is vital. If the past speeches of Modi are anything to go by he does throw in developmental facts, his plans and the failure as the failings of his opponents. Having been through the 2004 and 2009 elections based on personal attacks, he may well be wiser. Its still early days. Interesting time on the cards.
Sir, in my perception remaining loyal to the faithful and trying to connect with newer segments of citizens, rather than sticking more to the latter is a clear show of statesmanship and quite different from the gimmicks that existing politicians do. Modi as of now seems to be a determined statesman than a mere POLITICIAN.

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