Understanding a vote-winning brand
Ahead of what is likely to be the Democratic Alliance's most scrutinized Federal Congress there will be much postulating about the strategic direction of the party. Helen Zille's twitter communication especially is an easy target for analysis. But evidence and not unquantified public outrage must inform how we evaluate events as formulators of narrative and drivers of voter behaviour.
There is no evidence that suggests that Zille has done damage to her brand or to that of the party. And it is the existing brand not the brand of conjecture that should inform discussions on the leadership of the party.
Managing a changing and complex organisation
The DA has undergone a massive rebranding project since 2007 that has involved significant organisational culture change. It is not an easy task. Companies with extensive resources and highly qualified staff make attempts at rebranding and changing organisational culture and fail. Some parts of the DA's brand need more work to become believable to a larger number of South Africans, but there is no doubt that the DA has an increasingly credible brand as a diverse party that delivers on its campaign promises. The DA's increasingly believable offer of a party that cares for all South Africans is in no small part due to Zille's steadfast commitment to achieving diversity within the party.
One of the DA's significant achievements is remaining intact as a party. It has not, in large, become marred by the same internal factionalism that has come to characterize the ANC and COPE. The DA's success at holding the party together through organisational change and rapid expansion is not coincidental. It is the result of strong and consultative leadership.