I found a recent news24 user’s article a little difficult to digest in light of his fervent anti-rape stance. I am certainly not against him, or any other men in particular, being anti-rape, but I have slight problems with how vocal people brand and truly live the cause they advocate.
From a branding perspective, I believe the author advertised his sentiment quite fervently. He outright condemned rape and condemned the perpetrators of rape. In essence, this could be considered good. South Africa needs men who unify and stand up against something that can be likened to a plague in South Africa and something that “disempowers” women (and children) for their entire lives.
My problem: this author was not standing. I believe he was and is sitting, like most privileged men and women in this country.
If one is going to be vocal about rape, firstly do not attack the people who actively dedicate their lives to researching the dynamics of the problem and the very structures that perpetuate or condone it. Secondly, have a brand plan in place. If you are anti-rape, what exactly are you DOING about it besides writing a careless and reactive article, which can be likened to a badly convincing Verimark or detergent ad? How do you plan to demonstrate to the world of women, men and children who have been raped that your opinion is able to transcend mere words?
A good brand lives what it advocates- it is believable. A good brand or brand ambassador would have written that article not encouraging anti rapist sentiment, but encouraging other men (and women) to unify and do something about it.
Not once did I get a hint that this self-announced anti-rape brand ambassador was part of any organisation or movement for change regarding rape.
For those whose actions speak louder than words, I presume that you are ready active supporters or funders of organisations such as Men as Partners, Rape Crisis, 16 Days of Activism, POWA etc. etc. These are brands. They have an action plan inherent to their stance or what they stand for and they, and their supporters, deserve fitting titles as true brand ambassadors for or agents of change.
The article can be found in the My News24 section of news24.com titled, “Stop excusing rapists”: http://www.news24.com/Content/MyNews24/YourStory/1162/2326525654c84c8fa7da106ebdf0a8de/13-07-2009%2002-07/Stop_excusing_rapists
From a branding perspective, I believe the author advertised his sentiment quite fervently. He outright condemned rape and condemned the perpetrators of rape. In essence, this could be considered good. South Africa needs men who unify and stand up against something that can be likened to a plague in South Africa and something that “disempowers” women (and children) for their entire lives.
My problem: this author was not standing. I believe he was and is sitting, like most privileged men and women in this country.
If one is going to be vocal about rape, firstly do not attack the people who actively dedicate their lives to researching the dynamics of the problem and the very structures that perpetuate or condone it. Secondly, have a brand plan in place. If you are anti-rape, what exactly are you DOING about it besides writing a careless and reactive article, which can be likened to a badly convincing Verimark or detergent ad? How do you plan to demonstrate to the world of women, men and children who have been raped that your opinion is able to transcend mere words?
A good brand lives what it advocates- it is believable. A good brand or brand ambassador would have written that article not encouraging anti rapist sentiment, but encouraging other men (and women) to unify and do something about it.
Not once did I get a hint that this self-announced anti-rape brand ambassador was part of any organisation or movement for change regarding rape.
For those whose actions speak louder than words, I presume that you are ready active supporters or funders of organisations such as Men as Partners, Rape Crisis, 16 Days of Activism, POWA etc. etc. These are brands. They have an action plan inherent to their stance or what they stand for and they, and their supporters, deserve fitting titles as true brand ambassadors for or agents of change.
The article can be found in the My News24 section of news24.com titled, “Stop excusing rapists”: http://www.news24.com/Content/MyNews24/YourStory/1162/2326525654c84c8fa7da106ebdf0a8de/13-07-2009%2002-07/Stop_excusing_rapists
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