Evaluation of Mark Golding’s Branding Strategy: A Call for Improvement
Political commentators Lloyd B. Smith and Kevin O’Brien Chang have recently ignited discussions surrounding the branding and public image of Mark Golding, the president of the People’s National Party (PNP). Their insights come in light of a recent RJRGLEANER-commissioned poll by Don Anderson, revealing that Golding trails behind Dr. Andrew Holness, leader of the Jamaica Labour Party (JLP), by a striking 7.5 points in favorability.
Image is Everything in Politics
According to Smith, the effectiveness of a political leader’s image cannot be overstated. “When you look at Holness out there and hear how the women talk about him, it reminds you of the days of Michael Manley, when he was very popular. Image is everything in politics,” he emphasized. This perspective underscores a critical aspect of political branding—it is not merely about policies but how those policies are communicated through a leader’s persona.
He elaborated on Golding’s current standing, saying, “So far, Golding does not come across as being a brand.” He urged the PNP to invest in how they present their leader to the public. The subtleties of body language, attire, and speech play significant roles in creating a likable and relatable image.
The Power of Personal Narratives
Chang echoed Smith’s sentiments and suggested that Golding could enhance his connection with voters by sharing more about his personal life, particularly his family. “Yesterday, Mr. Golding posted on social media about his 35 years of marriage. It’s a wonderful milestone, but I’m surprised he doesn’t highlight his family more prominently,” Chang stated.
He pointed out an intriguing narrative: “It’s a classic ‘out of many’ story—this pure white Jewish-British man married to a black woman for 35 years. This is a narrative worth sharing.” By delving deeper into his personal life and values, Golding could create a more relatable and humanized image that resonates with constituents.
Enhancing Golding’s Brand: A Strategy for Success
1. Revamping Public Image
- The PNP needs to prioritize effective branding strategies for Golding. Creating a cohesive image that aligns with his values and public perception is imperative.
2. Leveraging Personal Stories
- Incorporating personal stories, such as his long-standing marriage, could help Golding connect with voters on a more emotional level.
3. Visual Communication
- Attention to visual presentation during public appearances is crucial. How Golding dresses and carries himself can influence voter perceptions significantly.
Conclusion: A Path Forward for Mark Golding
As both commentators emphasized on the Morning Agenda on Power 106 FM, there is a palpable need for the PNP to refine its approach to branding its leader. By focusing on image optimization, personal storytelling, and visual presentation, Golding can transform public perception and ultimately bolster his likability among voters.
In a world where political branding plays a pivotal role in success, the following questions arise: Will Mark Golding embrace these suggestions for improvement? And can the PNP effectively reposition him as a compelling leader in the eyes of the Jamaican electorate?
For more insights on political branding and its effects on public perception, check out Strategic Brand Management.
