Wish you and your family a happy and prosperous Diwali and Dhanteras
i have been following your blog ever since you began posting and havent missed a single post. the idea of conflating the concept of brand with real world constructs which are more visible is something you do effortlessly. Since you have written about Narendra Modi already, i wanted to point my take on the idea of Vallabhai Patel and modi from a branding point of view. Below is my opinion on the same.
Narendra Modi in national politics is an outsider, consider the polls for PM in the last 8 years. NM began featuring only in the last three, the TOMA for him was really not there. The NAMO brand had to mean more. So here comes the first story ” Gujarat being the crown jewel in an otherwise ailing country”. The brand creates its first meaning in the mindspace. The story resonates, the dissemination on social media ensures that a restless young generation eager for sweeping changes laps it up and , there he takes a first mover advantage.
What does the Congress do ( from a pure strategic point of view) ? It is well known that people are more likely to be swayed by body language and appearences rather than content. ( reference: Kennedy Vs Nixon TV Debates). So while both brandish the Nehry style jackets and are eager to burnish their “sons of the soil” tags. In the mind space the idea of what Rahul Gandhi stands for as a leader versus what narendra modi stands for is really the question. So here comes congress calling him a regional leader. A rhetoric that questions his ability. My hypothesis is that by using Sardar Vallabh bhai patel’s legacy Narendra Modi is trying to create the second anchor ( phyically as well as mentally). The Nehru Gandhi narrative has ensured that there are only certain “tall leaders”. Leaders with immpeccable credentials, sacrosanct ( something akin to founding fathers of US). Leaders such as Ambedkar ( used briliiantly by mayawati for another “market” segment) or Rajendra Prasad, Madan Mohan Malviya ,C. Rajagopalachari have lost their appeal. Yet there is something relevant about Patel. Like Apple which used the idea of think different to pitch for people who defied conventions. Patel and the way his legacy has emerged in these years has ensured that he be labelled the unsung hero. It is this audience he wishes to capture by aligning with Patel ( forgotten by Congress, adopted by Modi) a narrative that in my opinion will only strengthen his appeal and also delay the fatigue that his bilitzkrieg may create in the mind of the audience.