What question did this study set out to answer?

The aim is to present a new perspective on the ANC by examining its marketing strategies and brand building.

May 25, 20260 citationsOpen Access

A kind of magic: the political marketing of the ANC

Key Points

The aim is to present a new perspective on the ANC by examining its marketing strategies and brand building.
Analyzes the ANC's political marketing from 1955 to 2011 through seven chapters.
Utilizes previously untapped sources to reveal insights into the ANC's decision-making process.
Focuses on the election campaign of 2009 and the Mangaung conference.
Establishes that marketing has been central to the ANC's strategy for decades.
Provides insights into the political persuasion techniques utilized by the ANC.
Challenges conventional views on the ANC's political significance.

Abstract

This book provides a completely new and fresh way of understanding the ANC, by looking at the way the organisation has marketed itself and built up a distinctive brand. The concern here is not so much with politics as with publicity, promotion and propaganda that is, with techniques of political persuasion. In seven chapters we follow the development of the ANC's political marketing strategy from 1955 to 2011. The author makes a strong case for arguing that marketing has enjoyed a central significance within the ANC for a very long time. Through the use of previously untapped sources, he provides us with important insights into the strategy and decision-making process of the ANC at critical phases of its existence, right up to the election campaign of 2009 and the Mangaung conference. The book challenges us to rethink the politics of the ANC and the future of its position at the centre of South African political life.

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