not that we didn’t know it would happen, but the drop of -10% points in the presidentiables survey is significant both statistically and subjectively and time for presidentiable VP Jojo Binay to panic. this significant drop is exclusively because of the graft allegations and charges that are being made at the senate committee hearing on the overpricing of the Makati Parking Building.
this is not due to a competition making inroads or a change in the country’s situation and thus a change in voters sentiments, this all due to his making or his “not making”.
in marketing terms, the brand image of vp Jejomar Binay is getting hit badly. the word “corruption” has been attached to his name or at minimum a huge mistrust or suspicion is building up.
the drop in rating is across the board – all 4 regions and all socio-eco classes and each one is mostly like statistically significant. drops like these when seen in market research in marketing causes panic among the marketing and advertising teams. these are dramatic decreases. aside from the big deterioration in ratings, the bigger worry is that this might be the beginning of a declining trend. there are 6 more quarters until the 2016 election, a conservative and generous average drop of let us say 5% points every quarter will put the Binay’s rating by election time at 1%, certainly a rating that will not get him to win the election.
of course things can still change for Binay. this thing called “nothing is impossible” in marketing is also applicable for Binay, the 6 quarters to go also means there is still time for Binay to recover in the presidentiables ratings. but to change that will mean Binay needs to panic and change strategies and tactics. the horrific data means people are believing the corruption charges and allegations that are being made at the senate hearing and more importantly whatever Binay has been employing to answer them are not working, they are not able to change the minds of the voters.
is Binay willing to change strategies and tactics in answering the charges? we do not think so and we do not see it. Binay has not changed his strategy of “Binayfication” – introduce new and unrelated issues and points to the allegations and charges in an attempt to divert the attention of the audience to something else and anything but the corruption charges and allegations. with Binayfication, Binay ignores the charges and allegations. this has not changed since the start of the revelation of the charges and allegations and to the most recent statements of Binay and his various spokespersons.
note that this presidentiables survey was conducted at the start of September when the charges and the senate hearing was just getting started and before his infamous speech that was meant to “answer the allegations point by point” but was nothing even close to it and instead he made a 2016 election campaign speech. we know that from listening to the speech and from the words of Governor Remulla, one of his spokespersons who characterized the speech as “very presidentiable”. you know the speech is not to answer the allegations when his own spokesperson described the speech as “presidentiable”.
these rating drop could have been much bigger had the survey been conducted towards the last part of September when the senate hearing have had more hearings and more allegations and charges were revealed. nevertheless, Binay has not really changed his Binayfication strategy.
we also note the spin that another spokesman of Binay made about the rating – congressman toby tiangco said they were “positively surprised” by the ratings as they expected them to be lower. he was right and wrong about that. the rating was not as bad because the survey was conducted at the start of september when the issue was still new and not a lot of issues have been revealed. tiangco’s statement was a lame spin to squeeze something good from something terribly shitty. no wonder tiangco was fired as spokesman and replaced by governor remulla.
we have this thing called “lessons learned” in marketing. when we do a new marketing plan, we get the data from the previous year and analyze them and pick out “lessons learned”. that essentially identifies the mistakes made in the previous year and apply lessons to address or correct the mistakes. doing a good job at “lessons learned” often makes the difference at succeeding in the new business year for many brands.
we do not know where binay and his team of advisers are at. but if they do not shape up and become honest to themselves and look at the lessons learned from the previous weeks, things might not change for binay and his 2016 election ambitions. we only have one data point, so we do not know yet if this is a trend, it is a huge single data point, what they need to worry about is if this is single data point is the beginning of a trend. if it is a trend, then the 2016 election is one for Binay to lose. he can reverse it, but is he honest enough to face the lesson learned and face the allegations and charges squarely and stop the Binayfication strategy.
in marketing as it is in politics – not changing and continuing on a strategy that has been giving bad results spells doom.
~~more to follow~~
source : http://pulseasia.ph/
kudos for rappler.com for doing this detailed report on how the Binay’s “word class” parking building is overpriced on just one small component of the building – the toilets.
we are picking up the photos here and comparative tables. read the full article here : http://www.rappler.com/newsbreak/investigative/70270-world-class-prices-binay-makati-parking-building)
is this some kind of omen for vp jojo binay? binay’s lawyer faints as she is explaining the SALN of the vice president to the media. the whole thing was captured by the tv cameras. is there a some kind of feng shui or some cosmic interpretation of this event? surely someone fainting while explaining something has to have some meaning.
or maybe she was just hungry and thirsty that her body gave up on her. lets all call our favorite manghuhula.
this picture shared on twitter caught my attention – mayor junjun binay has a big letter “B” on his barong. this is very close to a literal branding but what caught my attention was how the binay family has been brandishing and actually capitalizing on the “Binay brand” or their family name in politics.
the binays, from jejomar (vice president now), his wife elenita, children junjun, nancy and abigail are all on politics. jejomar was mayor of makati, elenita his wife took over as mayor and his son junjun is now mayor of makati. abigail is a congresswoman of makati and nancy is now a senator.
nancy in particular used “brand binay” in her campaign for the senate. she was in fact using that term precisely “brand binay” during interviews during that time. this TV ad of nancy expressly states that “mundo ng pagilingkod na namana sa kanyang ama na si jojo binay”.
the big letter “B” on the shirt of mayor junjun binay looks like a continuation of this strategy of capitalizing on the “Binay brand”.
branding in marketing terms can be a very powerful thing. the brand is one of the most precious and tightly guarded property by companies. we know the power of brands – Coca Cola, BMW and Apple to name a few. these are brands that command and dispense to consumers a lot of goodwill. like for Apple, in the last few decades, anything that Apple launches into the market are automatically seen as high quality, leading and highly desirable.
it can be argued that nancy binay may have won the senatorial race on that basis. she was an unknown in politics before her senatorial run and didn’t even hold any meaningful public office before that but she won it just the same. nancy before her senatorial run not having a local (makati) and specially a national presence in politics.
the letter “B” in mayor junjun binay’s shirt can very well stand for “Binay”. it can also stand for “building”. we asked over at twitter what other words can the letter “B” stand for and these were the replies:
“brand binay” may have meant as “public service” or even as “ganito kami sa makati” (another tv ad) but that brand may have taken different meanings now.