The Making of brand rahul
Was Obama a rational choice or an emotional one for the various segments of voters who voted for him? Undoubtedly, an emotional one (especially for women, blacks, Hispanics and a lot of young voters). There are voter segments which vote less cynically and more emotionally such as the youth, women voters, rural voters and the elders. Being youthful, earnest and promising, Gandhi at this juncture will make for a more evocative emotional choice than a rational one and if they are successful in doing it then it will be advantage Rahul.
Like any strong brand, the ability to become an emotional choice depends on what the ‘myth’ of the brand is. Originating from the Greek word ‘mythos’ it represents the ‘narrative’ that the brand represents. It is what people trust. It is what they buy or choose. All iconic brands have a strong ‘myth’ (not to be confused with the English meaning) or ‘narrative’. And successful people brands have their narratives that people love. Whether it was Benazir Bhutto in Pakistan or Obama in USA or Rajiv Gandhi in 1984, when they sought the people’s mandate for the first time they had a clear and emotional narrative. ‘A working middle-class hero’ is a narrative, so is ‘a slain hero’s widow’ and so is ‘mercurial rebel taking
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