As the national election draws near, presidential candidates are stepping up their campaigns by saturating the airwaves with their TV commercials and radio jingles. They are continuously inundating us with their messages and so called platforms.
Let’s look at the identity that the top four candidates are adopting and see how effective it is.
1. Noynoy Aquino – “Kung walang corrupt, walang mahirap”
Mr. Aquino is saying that without corruption, poverty will be a thing of the past. However, it the tagline doesn’t show what he stands for or how he intends to lead the country. Notwithstanding his survey rankings, this tagline is very weak. It doesn’t create a strong personal brand identity.
2. Manny Villar – “Sipag at Tyaga”
Mr. Villar’s rise to become one of the richest men in the country today is phenomenal to say the least. Although there have been reports that say he wasn’t really poor as what is being portrayed in his commercials, the fact that he became a Filipino billionaire is not something to be scoffed at. With his slogan, ‘sipag at tyaga’ every Filipino has a chance of rising out of poverty.
His campaign promise of making sure that all Filipinos will be rich once he gets elected remains to be seen.
3. Joseph Ejercito ‘Erap’ Estrada – “Kung may Erap, may ginhawa.”
Mr. Estrada, having convicted of plunder, wants to become a president again primarily to clear his name. His slogan tells voters that if he gets elected, everyone will have comfortable life. How will he do this? Well, his platforms aren’t really that clear.
4. Gilbert ‘Gibo’ Teodoro – ‘Talino at Galing’
Not many people actually know Mr. Teodoro. He became famous for the wrong reason during Typhoon Ondoy. Many thought that he acted a little too late.
But his branding is aimed at highlighting his skills and virtue. Among the candidates, he has displayed his verbal prowess and deep insight during the debates. He is the embodiment of his slogan.
Individually, we must make our own mark. We must strive to constantly separate ourselves from the pack if we want to be remembered. Let’s all take a simple lesson from our presidential candidates and see how they brand themselves.
Finally, I urge fellow Filipino voters to go out and vote wisely. The future of our country depends on us.
