Re: Reform Party: Ex SAF scholar joins Reform Party
Hi Hawkeye,
I was talking to somebody lately about this concept of branding. If we study GE 2006 results carefully, I would say that WP has only a slight advantage in party branding.. of maybe 3 to 5%. Taking out the outliers, mainly the top scorers like Potong Pasir, Hougang, Aljunied and Choa Chu Kang, if you compare the average percentage of votes between the rest of WP and SDA contest, you would find that the difference is about 3% to 5%. For WP, the variance is larger, from 31.3% in Nee Soon East to 36.1% in East Coast. SDA has a more consistent vote percentage from 30.7% to 31.7% in Yio Chu Kang.
What does it mean? Party branding only plays a minor part while individual candidates' profile is more important to the voters. SDA team is consistent because their candidates are equally low profile (other than Steve Chia and Uncle Chiam). In the case of WP, Chia Tilik's East Coast team is relatively stronger, followed by Lian Chin Way. Take the strongest of WP compare to SDA's weakest, the difference is about 5%. That's how much party branding difference between SDA and WP.
Even for the top profile team/SMC, Aljunied and Chao Chu Kang is also about 5% in difference.
Thus my conclusion is that beside party branding, individual candidates play a big part in winning votes. Whether we like it or not, publicity of candidates and their profiles do make a significant difference.. about 8% to 9%.
We have to live with such mindset of voters.
Goh Meng Seng
Looks like there are more choices now for aspiring candidates in terms of which party to join, so the party that can project a more progressive image will over time get ahead of the pack.
The problem in Singapore is that the MSM plays up personalities and deliberately neglects to highlight party branding. This obvious works against the oppositions' interest.
To build a good party brand you need savvy people in the party ranks to run a tight ship. If, as you say, WP is losing people like water, the hull will eventually burst through because there will be no smart folks left to steer the rudder.