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Friday, 19 April 2024

Our chance to change the country will come

Opinions

NDABA GAOLATHE

I am happy to be in the midst of young people today. I am privileged to be among a generation that holds the key to a new Botswana, a generation of hope, a generation that understands its responsibility to shape our nation. I am happy that I can say I lived among you, I lived with you and I walked with you in this great journey to a new Botswana.

I know some of you used their very last bank reserves to be here today; there are friends in the audience who are nursing ill relatives but they still found a way to be here tonight; How fortunate we all should feel that men and women of the cloth left their congregations to be in our midst on this fine night. We thought this was going to be night for young people, but I see so much grey hair, it’s a blessing we can’t say no to. And to the owners of the night, the owners of this occasion, the young people of Botswana, I say thank you for honouring our date with you.

You made this effort to attend this occasion, I am certain, not because I am likeable, but because you share the concern of so many citizens about our nation’s unfolding political narrative. You worry if our system of governance, regardless of your political affiliation, has the capacity to offer you a set of choices on election day, not just choices but, pristine choices on whom you can elect or which party you can elect to lead this country in accordance with your vision, our vision or in accordance with our hopes.


A democratic system that works is one that is not only able to sustain regular free and fair elections, but also a system that guarantees that the pool from which voters will elect parties or leaders into Government is worthwhile or quality pool. It is not enough as a nation to say we have in our midst, capable men and women of integrity if our system suffocates them, and does not allow them to come forward and be available for a vote into Government. Such a system or country that starves ordinary people or voters of credible leaders/parties from which they can choose is no different from a tyrannical system of Government. It means only the rogues will always be the ones running Government, and the people’s vision will burn into ashes.

We need a system that brings out the best and brightest from hiding, a system that allows them to step forward and be available for elections so ordinary people can enjoy their right to choose capable leaders into office. Such a system needs much more than nurturing by one institution, it needs the active participation in the political process of young people.

It needs you to step forward, it needs you share your ideas, it needs you to attend meetings with others, it needs you to learn from others and teach others, it needs you to contribute money and talent to gatherings like this one, it needs you to suggest, groom and nominate potential leaders. It needs you to offer yourself for roles. In so doing, you become the eyes and ears of our nation; you begin to see what many may not see at that moment; and regardless which party you belong to if any, this nation benefits because it will be people like you that guarantee that the ordinary voters can choose from the best people on election day.

Many of our citizens are alarmed that a political party, the BMD of the UDC, that holds such immense promise, is tearing itself apart, and returned from an elective Congress in Bobonong, last month, with two parallel sets of leadership committees. Many of you know that this is not workable and are embarrassed by it. Some of you have listened to radios and read from the press how our great movement has become the skunk of our nation. Our actions and conduct have represented everything that can go wrong in the democratic experiment. Analysts and pundits have dug in the annuls of history and have tried to interpret what the unfolding narrative means or signifies not only about the BMD or the UDC but what it means about the future of Botswana. The perceptions and circumstances at the BMD have generated confusion, disillusionment, mistrust and doubt about whether our nation can achieve the change that we all so desire.

More important than the perceptions, the actual unfolding of events, tactics and behavior within the BMD has revealed that we have and have had in our midst men and women who at best do not believe in the change that we all say this country needs, men and women whose lack of belief causes them to work against every effort to present this country with the type of pristine choice of leaders from which citizens can choose/elect on national election day. This alone is a travesty, it is a tragedy for this is part of the vision that we share we so many citizens, that our movement will be one of the minting pots that will offer this nation a spoil of choice from which to elect leaders that will assist precipitate change.

The painful reality is that the current configuration of and climate within our movement is not requisite to precipitating, currently, the type of change that this country needs. We cannot have the moral authority and force to change and tidy up the Government should we be in Government if we ourselves still have to deal with an endemic and systematic cancer that is fast eroding our commitment to clean governance. The current impasse at BMD is not a traditional difference of opinion or a contest of ideas or ideology; it is not a traditional competition among leaders for leadership roles.

The current situation at the BMD is much deeper than meets the naked eye of a bystander. There is no need to go into these depths, for we have a conviction that the truth has a way of surfacing, the truth has a way of permeating through tiny walls, at the right time. The BMD situation is about justice, and I have chosen the side of justice, we have chosen justice. Call me what you wish as some do – a faction leader, a warlord or by whatever name – I am not moving from the side of justice. We choose justice because this is our conviction. We choose justice because there will be no change in this country without a commitment to justice.

We choose justice because without it this country will never be able to offer its best and brightest for political office, we need to advance our best people forward to citizens can be spoilt for choice, so they can choose from among men and women of substance who can bring about change. From the side of justice I am unmoving, I am unbending, I am unshaking, I am unwavering, I am unflinching, I am unchanging.

So we need to make decisions, we need to do that fairly, we need to do that wisely, we need to do that soberly, all on the side of justice, so our system can reach a higher level of offering its best people, so our democratic process can function well. This is why we can never impose ourselves – all we can do is to ensure we do our best to give Botswana and make available the best among us. There is a saying the enemy does not care about who you are, the enemy worries more about what you will become. And today I have come to say to you, we need to protect what we will become, for we are going to become a Government of great vision and delivery.

I am not here to give answers to all these questions, I am also here to apologize to the families whose children were injured at our congress, and to the teachers, students of Matshekge for contaminating their reputation. I am here to apologise to Kgosi Dimakatso of Bobonong village for our conduct, and its not about who is to blame and who is not, the buck always stops with the leader, the reason for which I take full responsibility not just for the events leading to, at and after our BMD congress. I travelled this past weekend to Bobonong, to see Kgosi, the school and tender my apology. I also visited the police to thank them, but we are not done with that as we still have to see so many other people and the community.

To the people of Botswana, I understand just how much aching it brings to your hearts to see before you a dream for a new Botswana melt and how let down you must feel. And for this I hope you will forgive me. Yet despite these austere and seemly bleak circumstances, the hope in me has risen more than it has ever before, that a new Botswana is possible, that a new Botswana is within reach. So I am here not only to apologise but also to tell you that I have an immense sense that something special is happening in and to this nation. There is something stirring..

Just to take you back, over five decades ago, the best among our grandfathers gathered to consider a constitution of what would be the new Botswana. They dreamt of and hoped for a nation independent of political control from abroad. They aspired to plough seeds on the soils of the crop of freedom, justice, and the opportunity to prosper materially and in the spirit. And although the money vaults were too barren to finance the running of even the smallest Government machinery they still believed in their future; even though there was no army to protect our vast ploughing fields, our beautiful wild animals, our deltas and our salt pans – even though we did not share in the fortune of mineral discoveries that so many countries around us swam in – even though many of our people wallowed in poverty, their children with no prospects of a good education or a good livelihood – Our grandparents still believed they were onto a new country, and despite the insurmountable obstacles they were driven, and filled with the belief of a prosperous Botswana

And in some ways they achieved some of what was their dream. And in some ways they surpassed what some may have imagined. But that doesn’t mean that what constituted their vision and hopes is what forms our own vision and hopes. Our hopes are our own. They are inspired by our own unique life experience, and by the basic life principle that every generation must do better than the generation before it. Every generation has the obligation to mend the lapses of the past, and every generation should see further and better than the one before it, because they stand on the shoulders of their fathers. This is why we believe our nation can do better, much better; we can do much better as people and as a nation.

We gather here today, to affirm that we stand on the cusp of change; Like eagles, we are being thrust onto the path ahead, pushed by a wind of change. We believe we are due for a new style of governance, a government that listens attentively to the people, a government led by competent men and women of principle. A government that is quick to act on decisions, a Government that is effective, clean and accountable. This is a Government we yearn for, because without such a Government, our dreams will remain unrealized.

Why do we need such a Government. We need such a Government because such a Government is a necessary spice to true change and prosperity. We need such a Government because our people are tired of a Government that buys fighter jets, grippens, at the expense of financing projects that could transform the lives of our people. We need a new Government because the current one cannot account for major expenditures, they say for security reasons.

We need a new Government because the current one is not able to manage large national, potentially transformational projects. We need a new Government because the current BDP-led Government alienates talented citizens, chocking their creativity, including their own. We need a new Government because the current Government is suspicious of genuine investors, it’s a Government that denigrates workers, a Government that conceals truths about injustices, A Government with secret service that runs the Government behind the scenes by fear and intimidation.

We need a new Government that is fair in all its affairs, a Government that cultivates the idea and belief in everyone that they can become anything they aspire to be under the sun. We are that Government in waiting. We can and we will become that Government of change. We know we are on the cusp of new beginning, so close, because we offer you capable young and old leaders, but these leaders are being hidden behind the smoke of current impasse. We will clear that smoke and ensure that they come forward without any man-made hindrances.

This is much more than about the BMD of the UDC. It is about our consciousness as a people, a dream, a vision, a way of thinking, a way of doing things. Moono. It transcends political parties, it is bigger than political parties. This is a consciousness that was inspired by activists and citizens from all walks of life and from within other political formations. If this consciousness sits with discomfort within the current configuration, we need to be decisive about how best to transfigure ourselves so that this consciousness for change thrives best and helps inspire the kind of Botswana we aspire.

We will never be defeated. “They say nothing real can be threatened. True Love breathes salvation. With every tear comes redemption. And your torturer becomes your remedy” The say we are warmongers. We need to fight for sure, and this war we must fight. But our fight should not be a fight of stones, or of bullets. Neither is it a fight of insults or of accusations. That kind of fight is not ours, we do not belong in it.

I know that some in our midst say, ahh your fight is about a high place in the echelons of your party, it is about dominance in your party, and it is even about a high place in the Government of 2019, should you win elections. No, this is not our fight. This is not our war. We fight for a new Botswana. We fight for our vision, the same vision of the Great Gomolemo Motswaledi, the vision of all fair-minded citizens. We fight to ensure we reach the shores of the great ocean that is the vast wealth of the minds of our people, the ocean whose depths hide minerals and treasures kept for our people, the ocean whose waters quench the thirst for social justice, the ocean whose salts nourish the collective creative talent and great leadership of all our people. We will fight for this new Botswana.

We fight to ensure that the voice of ordinary people that are not part of the main economic stream are heard, We fight for the pursuit of ideas and plans that will generate jobs of the vast swarms of people living without a job. We will never be defeated because we are on the side of justice, We stand with and for the truth.

If at any point there is confusion or doubts about what this is about, we may as well pack our bags and go home. If at any point we forget this vision, or we abandon our first and true love for our responsibility and mission to be conscience of this nation, then we just as well go home. But we cannot go home when so much work remains to be done. We cannot abandon our convictions because the weather is bad. If we do so we would not only have abandoned our movement. Worse, we would have abandoned our people. This we must not and cannot do.

Warmongers, no, we are not warmongers. We are warriors of justice. We are gallant foot-soldiers towards a new Botswana. We are warriors of our collective vision and dream. Better we fight for something, even if we are wrong, at least we stood for something. We may be wrong in what we believe, and we must never think we have the monopoly of the truth. Joshua fought in silence, with silence and faith. He focused, rounded a city, quietly, and on the seven days he and his people shouted. Silence for right passages of time is significant, it is a sign that there is ongoing work, it may not be visible to the eye. It means you understand that everyone will have his or her turn to speak and act.

In the same way, we must also do our work, our part, patiently, and at the right time take action, make decisions, decisively, collectively, no matter how painful. Every-time we meet, every time we come together like this, the skeptics are not happy, our detractors are not happy, those who refuse to allow change are not happy. They are not happy because they are afraid of your power when you come together. They are not happy because they realize what we can become, and what we can become and will become is what we must protect.

We need to learn to do things together, it doesn’t have to be a political rally, we need to learn to act together for the things we believe in. and today, you have once more shown why our faith is in you the young people of Botswana
Back to the BMD impasse, we need to wait for UDC. We need to respect the UDC process and hope that when those charged with the responsibility meet, they will offer guidance. We believe first prize is a rerun of the elective Congress, to elect a leadership in a free and fair election. We cannot demand a free and fair elections from our system at the national level, and then fail as a political formation of the BMD to guarantee it at our level.

Our members are not convinced that the court option is viable. The time and material cost entailed will take away whatever energy we need to offer Botswana the best and brightest from among us, men and women that our nation can enjoy the right to choose from at the national elections, men and women that we are certain will assist transform this country. This is an opportunity we as people should not and must not miss.

I know there is talk of a new formation, a new party, and I must admit pressure is being mounted from different directions to embark on this option. Proponents of a new party advance many reasons to embark on such a journey, among them the need for a fresh home as dwelling place for this consciousness of change, a home unblemished and uninhibited by manmade obstacles, but this cannot and should not be our first option. We need to be patient, and give the UDC the opportunity to intervene before we can consider this or that options.

Some of these and our decisions whatever they are, will hurt. Our hearts will bleed, and we need to prepare for that. Whatever decision we make, we must make it because it is the right thing to do, it is on the side of justice and it will bring a new Botswana. We need to commit to meet as often as we can, in a meaningful way, at the appropriate fora, to partake in the decisions that will shape our future as a movement and as a people.

We need to tame our tongues, no matter how deeply we differ with those who do not agree with us. We need to understand that what we say and our behavior, if it is not appropriate, will repulse the very citizens for whom we say we are seeking a new Botswana. None of us should insult others no matter how violated we may feel. A lingering question will always be, how and why did we allow things to reach this stage at the BMD. Our country is on the verge of an extraordinary moment of change in history, and so our institutions, not only political institutions, not just the BMD, will face extraordinary circumstances, one way or the other. Many of this circumstances will be man-made, and forcefully so, by an invisible hand. This will happen more and more, the nearer we get to that extraordinary moment of change.

I know you will find what I am about to say difficult to swallow: things could have been worse, and one day that truth will become more self-evident. There is so much to be grateful for, and to be proud of: Our nation is now within reach of a wonderful change, precipitated by yourselves and by people like the late Gomolemo Motswaledi and the late Kealeboga Ramogobjua. Our country now knows change is possible, our people now have hope, even though it is momentarily dampened. Our country now knows we have capable young people who can lead given the chance. The Government of day now knows they have to think a little more before they embark on anything irresponsible. Let no one take away these, your achievements.

Things could have been worse. If you think about it, yes someone may succeed in stealing the paperwork of our movement, but no one will ever be able to take away our beliefs, your convictions, your vision. Some invisible hand may work to create smoke and the impression that you are terribly divided into two camps, when in fact there is so much unity of purpose, unity in consciousness and oneness in our vision. Some invisible hand may work to contaminate how we may appear or look like today and in the now, but they will never steal from us what we will become.

It’s a shame of course, because we had hoped to build the BMD of the UDC to become like a great university of the ages, a place that prepares talent for leadership and offers it to the citizens so they may make a choice at the national elections for subsequent Governments. Some of the great universities and political institutions are a hundred of more years old. So we are not too late, in fact we are still on time towards realizing this goal one way or the other.

Rumours abound of a plan, apparently my plan, to decamp to the ruling party. I am a servant of the people, I serve at the pleasure of the people as long as they think they need me to assist in their journey. What I cannot do is to walk away from the people, or step away from the side of justice.

Should the people say to me, you have done your part and we need a new set of people to advance our vision, then yes I would be happy to bow out but I am not yet sure if I would want to be a football coach or a rugby coach. I am in the company of great men and women – thank you to the Vice President Mmolotsi, Chairman Mokgware and Secretary General Butale and his deputy Moalosi. Thank you to the Women’s President Mothudi, President of the Youth Kelebeng, thank you to my parents in the movement, my branch chairman Segopolo , thank you to my political Secretary Mma Sibisibi, to the men that offer themselves to travel vast distances with me. Thank you for fighting for the vision of the people of Botswana.

Thank you to BOFEPUSO for understanding what standing on the side of justice means, thank you to you President Tshukudu, SG Rari and your deputy Motshegwe. Thank you to the MPs, the councilors, the branch and regional chairs. Thank you to the media that keeps us accountable, and that communicate our message whether we agree with them or not. Thank you to our lawyers Rantao and Chilisa, thank you to the passionate activists and loyalists of our movement and thank you to the men and women out there who are patient with us and encourage us to reach that new Botswana.

We will never be defeated. “They say nothing real can be threatened. True Love breathes salvation. With every tear comes redemption. And your torturer becomes your remedy” I end with a prayer adapted from a prayer by Martin Luther King: Lord, we are confronted with the appalling fact that the history of our lives is the history of an eternal revolt against you. But thou, O God, have mercy upon us. Forgive us for what we could have been but failed to be. Give us the intelligence to know your will.

Give us the courage to do your will. Give us the devotion to love your will.. God remove all bitterness from our hearts and give us the strength and courage to face any disaster that comes our way. God grant that we wage the struggle with dignity and discipline. May all who suffer oppression in this world reject the self-defeating method of retaliatory violence and choose the method that seeks to redeem. O God, make us willing to do your will, come what may. Increase the number of persons of good will and moral sensitivity. Give us renewed confidence in nonviolence, patience, wisdom, oneness and the way of love as taught by you.

BMD President, Ndaba Gaolathe delivered this speech at a meeting of young people at Maitisong Hall in Gaborone on Thursday.

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Opinions

IEC Disrespects Batswana: A Critical Analysis

10th November 2023

The Independent Electoral Commission (IEC) has recently faced significant criticism for its handling of the voter registration exercise. In this prose I aim to shed light on the various instances where the IEC has demonstrated a lack of respect towards the citizens of Botswana, leading to a loss of credibility. By examining the postponements of the registration exercise and the IEC’s failure to communicate effectively, it becomes evident that the institution has disregarded its core mandate and the importance of its role in ensuring fair and transparent elections.

Incompetence or Disrespect?

One possible explanation for the IEC’s behavior is sheer incompetence. It is alarming to consider that the leadership of such a critical institution may lack the understanding of the importance of their mandate. The failure to communicate the reasons for the postponements in a timely manner raises questions about their ability to handle their responsibilities effectively. Furthermore, if the issue lies with government processes, it calls into question whether the IEC has the courage to stand up to the country’s leadership.

Another possibility is that the IEC lacks respect for its core clients, the voters of Botswana. Respect for stakeholders is crucial in building trust, and clear communication is a key component of this. The IEC’s failure to communicate accurate and complete information, despite having access to it, has fueled speculation and mistrust. Additionally, the IEC’s disregard for engaging with political parties, such as the Umbrella for Democratic Change (UDC), further highlights this disrespect. By ignoring the UDC’s request to observe the registration process, the IEC demonstrates a lack of regard for its partners in the electoral exercise.

Rebuilding Trust and Credibility:

While allegations of political interference and security services involvement cannot be ignored, the IEC has a greater responsibility to ensure its own credibility. The institution did manage to refute claims by the DISS Director that the IEC database had been compromised, which is a positive step towards rebuilding trust. However, this remains a small glimmer of hope in the midst of the IEC’s overall disregard for the citizens of Botswana.

To regain the trust of Batswana, the IEC must prioritize respect for its stakeholders. Clear and timely communication is essential in this process. By engaging with political parties and addressing their concerns, the IEC can demonstrate a commitment to transparency and fairness. It is crucial for the IEC to recognize that its credibility is directly linked to the trust it garners from the voters.

Conclusion:

The IEC’s recent actions have raised serious concerns about its credibility and respect for the citizens of Botswana. Whether due to incompetence or a lack of respect for stakeholders, the IEC’s failure to communicate effectively and handle its responsibilities has damaged its reputation. To regain trust and maintain relevance, the IEC must prioritize clear and timely communication, engage with political parties, and demonstrate a commitment to transparency and fairness. Only by respecting the voters of Botswana can the IEC fulfill its crucial role in ensuring free and fair elections.

 

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Opinions

Fuelling Change: The Evolving Dynamics of the Oil and Gas Industry

4th April 2023

The Oil and Gas industry has undergone several significant developments and changes over the last few years. Understanding these developments and trends is crucial towards better appreciating how to navigate the engagement in this space, whether directly in the energy space or in associated value chain roles such as financing.

Here, we explore some of the most notable global events and trends and the potential impact or bearing they have on the local and global market.

Governments and companies around the world have been increasingly focused on transitioning towards renewable energy sources such as solar and wind power. This shift is motivated by concerns about climate change and the need to reduce greenhouse gas emissions. Africa, including Botswana, is part of these discussions, as we work to collectively ensure a greener and more sustainable future. Indeed, this is now a greater priority the world over. It aligns closely with the increase in Environmental, Social, and Governance (ESG) investing being observed. ESG investing has become increasingly popular, and many investors are now looking for companies that are focused on sustainability and reducing their carbon footprint. This trend could have significant implications for the oil and fuel industry, which is often viewed as environmentally unsustainable. Relatedly and equally key are the evolving government policies. Government policies and regulations related to the Oil and Gas industry are likely to continue evolving with discussions including incentives for renewable energy and potentially imposing stricter regulations on emissions.

The COVID-19 pandemic has also played a strong role. Over the last two years, the pandemic had a profound impact on the Oil and Gas industry (and fuel generally), leading to a significant drop in demand as travel and economic activity slowed down. As a result, oil prices plummeted, with crude oil prices briefly turning negative in April 2020. Most economies have now vaccinated their populations and are in recovery mode, and with the recovery of the economies, there has been recovery of oil prices; however, the pace and sustainability of recovery continues to be dependent on factors such as emergence of new variants of the virus.

This period, which saw increased digital transformation on the whole, also saw accelerated and increased investment in technology. The Oil and Gas industry is expected to continue investing in new digital technologies to increase efficiency and reduce costs. This also means a necessary understanding and subsequent action to address the impacts from the rise of electric vehicles. The growing popularity of electric vehicles is expected to reduce demand for traditional gasoline-powered cars. This has, in turn, had an impact on the demand for oil.

Last but not least, geopolitical tensions have played a tremendous role. Geopolitical tensions between major oil-producing countries can and has impacted the supply of oil and fuel. Ongoing tensions in the Middle East and between the US and Russia could have an impact on global oil prices further, and we must be mindful of this.

On the home front in Botswana, all these discussions are relevant and the subject of discussion in many corporate and even public sector boardrooms. Stanbic Bank Botswana continues to take a lead in supporting the Oil and Gas industry in its current state and as it evolves and navigates these dynamics. This is through providing financing to support Oil and Gas companies’ operations, including investments in new technologies. The Bank offers risk management services to help oil and gas companies to manage risks associated with price fluctuations, supply chain disruptions and regulatory changes. This includes offering hedging products and providing advice on risk management strategies.

Advisory and support for sustainability initiatives that the industry undertakes is also key to ensuring that, as companies navigate complex market conditions, they are more empowered to make informed business decisions. It is important to work with Oil and Gas companies to develop and implement sustainability strategies, such as reducing emissions and increasing the use of renewable energy. This is key to how partners such as Stanbic Bank work to support the sector.

Last but not least, Stanbic Bank stands firmly in support of Botswana’s drive in the development of the sector with the view to attain better fuel security and reduce dependence risk on imported fuel. This is crucial towards ensuring a stronger, stabler market, and a core aspect to how we can play a role in helping drive Botswana’s growth.  Continued understanding, learning, and sustainable action are what will help ensure the Oil and Gas sector is supported towards positive, sustainable and impactful growth in a manner that brings social, environmental and economic benefit.

Loago Tshomane is Manager, Client Coverage, Corporate and Investment Banking (CIB), Stanbic Bank Botswana

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Opinions

Brands are important

27th March 2023

So, the conclusion is brands are important. I start by concluding because one hopes this is a foregone conclusion given the furore that erupts over a botched brand. If a fast food chef bungles a food order, there’d be possibly some isolated complaint thrown. However, if the same company’s marketing expert or agency cooks up a tasteless brand there is a country-wide outcry. Why?  Perhaps this is because brands affect us more deeply than we care to understand or admit. The fact that the uproar might be equal parts of schadenfreude, black twitter-esque criticism and, disappointment does not take away from the decibel of concern raised.

A good place to start our understanding of a brand is naturally by defining what a brand is. Marty Neumier, the genius who authored The Brand Gap, offers this instructive definition – “A brand is a person’s gut feel about a product or service”. In other words, a brand is not what the company says it is. It is what the people feel it is. It is the sum total of what it means to them. Brands are perceptions. So, brands are defined by individuals not companies. But brands are owned by companies not individuals. Brands are crafted in privacy but consumed publicly. Brands are communal. Granted, you say. But that doesn’t still explain why everybody and their pet dog feel entitled to jump in feet first into a brand slug-fest armed with a hot opinion. True. But consider the following truism.

 

Brands are living. They act as milestones in our past. They are signposts of our identity. Beacons of our triumphs. Indexes of our consumption. Most importantly, they have invaded our very words and world view. Try going for just 24 hours without mentioning a single brand name. Quite difficult, right? Because they live among us they have become one of us. And we have therefore built ‘brand bonds’ with them. For example, iPhone owners gather here. You love your iPhone. It goes everywhere. You turn to it in moments of joy and when we need a quick mood boost. Notice how that ‘relationship’ started with desire as you longingly gazed upon it in a glossy brochure. That quickly progressed to asking other people what they thought about it. Followed by the zero moment of truth were you committed and voted your approval through a purchase. Does that sound like a romantic relationship timeline. You bet it does. Because it is. When we conduct brand workshops we run the Brand Loyalty ™ exercise wherein we test people’s loyalty to their favourite brand(s). The results are always quite intriguing. Most people are willing to pay a 40% premium over the standard price for ‘their’ brand. They simply won’t easily ‘breakup’ with it. Doing so can cause brand ‘heart ache’. There is strong brand elasticity for loved brands.

 

Now that we know brands are communal and endeared, then companies armed with this knowledge, must exercise caution and practise reverence when approaching the subject of rebranding. It’s fragile. The question marketers ought to ask themselves before gleefully jumping into the hot rebranding cauldron is – Do we go for an Evolution (partial rebrand) or a Revolution(full rebrand)? An evolution is incremental. It introduces small but significant changes or additions to the existing visual brand. Here, think of the subtle changes you’ve seen in financial or FMCG brands over the decades. Evolution allows you to redirect the brand without alienating its horde of faithful followers. As humans we love the familiar and certain. Change scares us. Especially if we’ve not been privy to the important but probably blinkered ‘strategy sessions’ ongoing behind the scenes. Revolutions are often messy. They are often hard reset about-turns aiming for a total new look and ‘feel’.

 

 

Hard rebranding is risky business. History is littered with the agony of brands large and small who felt the heat of public disfavour. In January 2009, PepsiCo rebranded the Tropicana. When the newly designed package hit the shelves, consumers were not having it. The New York Times reports that ‘some of the commenting described the new packaging as ‘ugly’ ‘stupid’. They wanted their old one back that showed a ripe orange with a straw in it. Sales dipped 20%. PepsiCo reverted to the old logo and packaging within a month. In 2006 Mastercard had to backtrack away from it’s new logo after public criticism, as did Leeds United, and the clothing brand Gap. AdAge magazine reports that critics most common sentiment about the Gap logo was that it looked like something a child had created using a clip-art gallery. Botswana is no different. University of Botswana had to retreat into the comfort of the known and accepted heritage strong brand.  Sir Ketumile Masire Teaching Hospital was badgered with complaints till it ‘adjusted’ its logo.

 

 

So if the landscape of rebranding is so treacherous then whey take the risk? Companies need to soberly assess they need for a rebrand. According to the fellows at Ignyte Branding a rebrand is ignited by the following admissions :

Our brand name no longer reflects our company’s vision.
We’re embarrassed to hand out our business cards.

Our competitive advantage is vague or poorly articulated.
Our brand has lost focus and become too complex to understand. Our business model or strategy has changed.
Our business has outgrown its current brand.
We’re undergoing or recently underwent a merger or acquisition. Our business has moved or expanded its geographic reach.
We need to disassociate our brand from a negative image.
We’re struggling to raise our prices and increase our profit margins. We want to expand our influence and connect to new audiences. We’re not attracting top talent for the positions we need to fill. All the above are good reasons to rebrand.

The downside to this debacle is that companies genuinely needing to rebrand might be hesitant or delay it altogether. The silver lining I guess is that marketing often mocked for its charlatans, is briefly transformed from being the Archilles heel into Thanos’ glove in an instant.

So what does a company need to do to safely navigate the rebranding terrain? Companies need to interrogate their brand purpose thoroughly. Not what they think they stand for but what they authentically represent when seen through the lens of their team members. In our Brand Workshop we use a number of tools to tease out the compelling brand truth. This section always draws amusing insights. Unfailingly, the top management (CEO & CFO)always has a vastly different picture of their brand to the rest of their ExCo and middle management, as do they to the customer-facing officer. We have only come across one company that had good internal alignment. Needless to say that brand is doing superbly well.

There is need a for brand strategies to guide the brand. One observes that most brands ‘make a plan’ as they go along. Little or no deliberate position on Brand audit, Customer research, Brand positioning and purpose, Architecture, Messaging, Naming, Tagline, Brand Training and may more. A brand strategy distils why your business exists beyond making money – its ‘why’. It defines what makes your brand what it is, what differentiates it from the competition and how you want your customers to perceive it. Lacking a brand strategy disadvantages the company in that it appears soul-less and lacking in personality. Naturally, people do not like to hang around humans with nothing to say. A brand strategy understands the value proposition. People don’t buy nails for the nails sake. They buy nails to hammer into the wall to hang pictures of their loved ones. People don’t buy make up because of its several hues and shades. Make up is self-expression. Understanding this arms a brand with an iron clad clad strategy on the brand battlefield.

But perhaps you’ve done the important research and strategy work. It’s still possible to bungle the final look and feel.  A few years ago one large brand had an extensive strategy done. Hopes were high for a top tier brand reveal. The eventual proposed brand was lack-lustre. I distinctly remember, being tasked as local agency to ‘land’ the brand and we outright refused. We could see this was a disaster of epic proportions begging to happen. The brand consultants were summoned to revise the logo. After a several tweaks and compromises the brand landed. It currently exists as one of the country’s largest brands. Getting the logo and visual look right is important. But how does one know if they are on the right path? Using the simile of a brand being a person – The answer is how do you know your outfit is right? It must serve a function, be the right fit and cut, it must be coordinated and lastly it must say something about you. So it is possible to bath in a luxurious bath gel, apply exotic lotion, be facebeat and still somehow wear a faux pas outfit. Avoid that.

Another suggestion is to do the obvious. Pre-test the logo and its look and feel on a cross section of your existing and prospective audience. There are tools to do this. Their feedback can save you money, time and pain. Additionally one must do another obvious check – use Google Image to verify the visual outcome and plain Google search to verify the name. These are so obvious they are hopefully for gone conclusions. But for the brands that have gone ahead without them, I hope you have not concluded your brand journeys as there is a world of opportunity waiting to be unlocked with the right brand strategy key.

Cliff Mada is Head of ArmourGetOn Brand Consultancy, based in Gaborone and Cape Town.

cliff@armourgeton.com

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