CROSS FIRE
CROSS FIRE
ENDORSEMENTS : GAINS , LOSSES AND CONSEQUENCES
By Herman Githinji
October 2002 , Kenyans are eager to see whom the retiring president Moi will endorse as his successor . Moi was constitutionally barred from running for another term . He agreed to retire . Kanu presidential nominations were to happen at Kasarani International Sports Centre .
Drama unfolded at Kasarani when the Late Professor Saitoti was dropped for Uhuru . Saitoti asked why his name was missing from the nominees list and Moi told him the famous statement : “ Prof if your name is not there , it is not there !” People who knew the late Prof say he sunk into a long period of depression .
On the other side of the City , Kibaki , Ngilu and Wamalwa were busy having low key breakfast meetings at Serena figuring out who among them would face off with Kanu . None of them thought their campaigns were going anywhere until the disgruntled teams from the Kasarani saga arrived .
Key allies of Kanu had bolted out soon after Kasarani . One of them was the current opposition leader Raila Odinga . And as they always do in politics , Kibaki and company welcomed him gladly .
‘‘ With strong endorsement a product is able to bulldoze its way into the market and defeat the enemies . That is the confidence Tusker Cider entered the market with . The consumers said , we know Tusker , Pilsner and Guinness and who are you ? It answered ; “ I am Tusker Cider , the small brother of Tusker Larger and son of East African Breweries .’’
October 14th , 2002 , a huge rally was called by this new Kibaki team at Uhuru Park . The agenda was to agree who among them will face off new Kanu flag bearer Uhuru Kenyatta . Leaders came in style , talked , and entertained the gathering as they always do in political rallies .
When it was Raila ’ s turn to talk , he danced in his signature dancing style , talked in his famed parables , as he usually does , and finally put Kibaki on the road to State House with the rallying call , “ Kibaki Tosha !”
Kibaki ’ s star that hitherto seemed dim , and somewhat clouded , now started shinning , and the rest , as they say , is history . That was endorsement . That endorsement instantly put one of Kibaki ’ s leg onto the door step of Statehouse . That is the power of endorsement .
In Marketing we talk of endorsement when a popular person publicly supports a brand . Endorsement can also come from a company endorsing its own brands , like Unilever endorsing Omo . Good
04 MAL 17 / 17 ISSUE