Brand Gotagogama……
View(s):
Last week “Gen Z” witnessed real violence in Sri Lanka during the attack on Gotagogama. It was a sad day, given that the characteristics we saw from the ‘peaceful protestors’ at Galle Face was a lesson to Sri Lanka. Let me capture the essence.
Suggestive brand name: Gen Z
It was very strategic in nature. Starting from the brand name ‘Gotagogama’ – suggestive brand name as a strategy it evoked the sentiments that the country was chanting. The values of the brand was clear – it’s a fight for a new political culture with no corruption and environmentally responsible with a new system of leadership.
Even when the attack took place the values of the brand came out strongly. One by one the perpetrators were caught and they were pushed to the Beira Lake. They were not dealt with violence but with communication. The language was simply explaining the objectives of Gotagogama and the struggle (aragalaya). This is the brilliance of the architects of the brand.
The KPI’s
- The drivers of the brand were clear of the KPI’s.
- An interim government limited to 15 ministers for a period of 18-months
- Essential amendments to the Constitution, such as repealing the 20th Amendment and bringing in the new 21st Amendment
- The economic crisis, requests for a relief budget and social security net for vulnerable communities
- Audit of current elected officials
- Transparent surveillance of all crimes that have been committed financial and otherwise
- The Right to life which is the fundamental rights of all citizens
- To hold a fair and independent elections
Stakeholder Respect
The brand owners live the promise daily. The plastic is cleaned daily. There is a place to study; the library, there is dedicated centre for ‘legal aid’ which is manned by lawyers, satellite system access for global communication, and a place where food is accepted and then distributed. The core of the centre – the area opposite the old parliament where the stage is set up and music and theatre takes place regularly.
Brand Ambassordors:
Given the values of ‘ Gotagogama’ the brand Ambassadors that have been attracted include top cricketers, athletes, actors, actresses, musicians, lawyers, trade unions, teachers, university faculty and corporate personalities to just name a few.
Audience
With this thrust, all walks of life wanted to be part of the revolution. This month more than five million people experienced the brand, so far. This included top service organisations like Rotary where even the former global chief led the project personally.
Brand Extension
We also saw the extension of the brand to ‘Horugogama’ and ‘Mainagogama’– where the life span was limited but the impact was strong to my mind.
Next steps
The leadership given started a new wave across the country where the whole country came to the streets which Sri Lanka has never seen. This is called the development of a visionary society. For the first time in 73 years a ‘Total Strike’ by more than 1000 trade unions was organised, and after the attack on Gotagogama, we saw many foreign ambassadors making a statement. This is the power of strong branding. I guess the slogan ‘You messed with the wrong generation’ is true.
The Author Dr Rohantha Athukorala is an award winning marketer, business personality and works closely with the Youth of Sri Lanka.
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