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Raila Goes Big in Rebranding, Avoids BBI Like The Plague

by Robert Mwangi
2 mins read
Raila rebrands after BBI disappointment

ODM chief Raila Odinga is pursuing a new style of politics, fronting himself as an elder statesman and shunning a political process that analysts had predicted would end his career.

Opinion polls had indicated that the former Prime Minister’s popularity was plummeting as a result of the Building Bridges Initiative (BBI).

Although the opposition boss had invested a lot of his time in the BBI, unfavourable judgments by the High Court and the Court of Appeal made him to abandon the project he initiated with President Uhuru Kenyatta.

The two courts faulted promoters of BBI for starting an unconstitutional process.

After appellate court drove the final nail in the coffin, Raila moved on swiftly.

He reinvented himself and launched Azimio la Umoja (Declaration of Unity), as his new slogan.

The AU Special Envoy on Roads and Infrastructure began nationwide campaigns and roundtable engagements to popularise his State House bid under Azimio la Umoja.

His first forum was in Nakuru County, where several governors and other elected from the Mt Kenya region endorsed the former Prime Minister for the presidency.

Subsequently, he crisscrossed the region, marketing himself as the best bet to succeed President Kenyatta.

The climax of his engagements was a meeting between him and the influential Mt Kenya billionaires, who pledged to rally behind his bid.

He has also toured Nyanza, western and the coastal regions. Before the end of the month, he is expected to visit Rift Valley and Lower Eastern blocs.

New Brand

Apart from moving around the country, Raila personal brand has also improved greatly both offline and online.

Apparently, the former Premier has new designers who are dressing him to the occasion. He recently became the talk of internet when he showed up at a forum convened by Mt Kenya youth caucus dressed to kill.

From head to toe, he was decked in attires synonyms with youth.

His online team has roped in the President’s digital strategists, making it more vibrant and active.

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