Golding's branding needs improvement, say political commentators

 

Political commentators Lloyd B. Smith and Kevin O'Brien Chang believe the People's National Party needs to work on improving the image of its president, Mark Golding, to improve his likability.

 

Their comments follow the results of the latest RJRGLEANER-commissioned Don Anderson poll, which shows the leader of the governing Jamaica Labour Party, Dr. Andrew Holness, holding a 7.5 favourability lead over Mr. Golding, who is president of the People's National Party.

 

"When you look at Holness out there and hear how the women talk about him, it reminds you of the days of Michael Manley, when he was very popular. Image is everything in politics as well. So I think the PNP needs to pay more attention to how it packages its leader. He needs to be branded," suggested Mr. Smith, who acknowledged that Mr. Holness has been successful in this regard and "comes across as being a brand". 

 

"So far, Golding does not come across as being a brand. And that is something that the people in the PNP need to pay attention to. How he dresses, how he speaks, how he comes across in terms of his body language, all these things play a very subtle role in getting people to like you," the commentator stressed.

 

Mr. Chang agreed, adding that Mr. Golding could connect with voters by talking more about his family. 

 

"Yesterday, Mr. Golding had it on social media, he and his wife, 35 years. It's very nice. I mean, 35 years of marriage is always great. I'm surprised he doesn't put more of his family out there, with his wife. Mr. Golding is a great story, you know. It's a perfect 'out of many'. It's a pure white Jewish-British man married a black lady - 35 years of marriage. But you don't hear a lot about it. I am very surprised he doesn't say it more about his family and all that, out of many and all that. I think, and I agree with Lloyd about the branding. They could do more with Golding and his family and his wife and all that," he admitted.

 

Both political commentators were speaking Monday on the Morning Agenda on Power 106 FM.