rivals respected its power, the emblem of endurance, the mark of a man who could fall but never fade.
Raila understood that visibility was vital to staying relevant. He extended his brand beyond politics into lifestyle and culture. During the“ RESIST” movement, he endorsed Airtel, championing consumer choice and fairness in competition. He also famously endorsed the Hummer, a bold American vehicle that mirrored his own rugged, unbreakable persona. These endorsements were deliberate brand alignment strategies reinforcing his image as the people’ s choice: strong, independent and forward-looking African statesman whose appeal crossed borders.
On the international platform, he stood out as a Pan African mega brand, only comparable to icons such as Nelson Mandela, Kofi Annan and Morgan Tsvangirai amongst a few others. This stature was cemented by endorsements from African and global leaders during his bids for continental roles, including support for his( ultimately unsuccessful) AU Chairmanship bid and for other continental envoy appointments.
What made Raila truly unstoppable, however, was his emotional appeal. He didn’ t market policies, he marketed purpose. His speeches were powerful stories filled with pain, pride and promise. When he said,“ The struggle continues,” it became more than a slogan but a creed for millions who saw their own resilience
Raila connected across tribe, age and class because he didn’ t just speak to Kenyans but he spoke for them. He was more than a candidate, he was a feeling and the embodiment of the people’ s frustrations, ambitions and hopes. That emotional connection made him Kenya’ s most trusted political brand and one of Africa’ s most enduring icons.
reflected in him. Raila gave Kenyans something priceless, belief. His was a relationship brand, not a transactional one.
He connected across tribe, age and class because he didn’ t just speak to Kenyans but he spoke for them. He was more than a candidate, he was a feeling and the embodiment of the people’ s frustrations, ambitions and hopes. That emotional connection made him Kenya’ s most trusted political brand and one of Africa’ s most enduring icons.
As a cultural and a fashion icon, Raila Odinga influenced how people dressed, like his promotion for the modern Kaunda suits, the Kangol cap and more recently the round modern hat complete with a fly whisk, two personal paraphenalia that were buried with him and have become symbols of his presence in ODM meets and part of national fashion across the country. These sartorial cues amplified his brand identity: visual consistency that signalled heritage, authority and approachability.
In his later years, Raila rebranded again, from fiery opposition leader to statesman of peace. The“ Handshakes” with past presidents and most recently with Dr. William Samoei Ruto marked the peak of his maturity as a brand. It transformed him from a symbol of protest into a messenger of unity, from a fighter to a father figure. It was strategic repositioning at its finest, a brand expanding beyond its base while staying true to its essence.
Now, as Kenya continues to mourn him, Raila Odinga remains both a memory and a myth. His life is a marketing masterclass; find your voice, define your values, connect with emotion and stay authentic through the storms. His name still ignites passion, his symbol still commands loyalty and his ideas shall forever shape the national conversation.
He proved that in politics as in business, authenticity and purpose outlast trend and noise. His party endures, his followers remain loyal and his quotes continue to inspire. Like Coca Cola or Nike, his brand transcended the product; he will remain an immortal brand exemplified by the energy, power and ecstasy that swept the coastal city of Mombasa during the recent ODM’ s 20th Anniversary Celebration, the first major ODM event held without him. That electrifying homage proved his brand’ s cultural gravity: even in absence, the brand generated movement, ritual and collective catharsis.
Even after burial, his legacy has remained defiantly alive. What many called new records followed his funeral as thousands of mourners streamed into Kang’ o ka Jaramogi to pay homage to the doyen of the human brand and his grave continues to carry the weight of what is believed to be the heaviest tonnage of flowers presented by a continent in mourning.
He was lauded across Africa as perhaps the most mourned human being on the continent in recent years, an ultimate testimony of brand salience and emotional equity.
Raila Odinga, the dynamic and immortal brand that inspired hope, embodied struggle and defined courage, may be gone, but his voice will forever echo through the valleys of Kenyan memory.
Jowi! Jowi! Jowi!
Isaack Onyonyi is a marketing professional. He works with the County Government of Homa Bay as County Director of Trade. You can commune with him via mail at: Onyonyi @ yahoo. com.