Wazzup Pilipinas!?
As the 2024 Philippine elections draw closer, a crucial topic of discussion in political circles is the distinction between "awareness" and "acceptance." This concept has never been more evident than in the case of Pastor Apollo Quiboloy, whose name is recognized by an overwhelming 92% of voters according to the latest Pulse Asia poll in December 2024. However, despite this staggering awareness, Quiboloy’s ability to convert recognition into votes is alarmingly low—only around two out of every ten voters who know him would actually cast their ballots for him. This gap between awareness and acceptance underscores a fundamental truth: high recognition is only the beginning, and it does not guarantee electoral success.
The Divide Between Awareness and Acceptance
Awareness is undeniably an important factor in any political campaign. The more people know your name, the more likely they are to vote for you. But as Quiboloy's example illustrates, awareness alone doesn't translate into votes. The key to winning elections lies not just in recognition but in acceptance—how well voters connect with your message, persona, and credibility.
For Pastor Quiboloy, voters may recognize his name, but they don't find his candidacy acceptable. His public image, largely shaped by his controversial history and associations, has not endeared him to the electorate. Awareness, in this case, has not been enough to overcome skepticism and distrust. And Quiboloy is far from alone. Former Presidential Spokesperson Harry Roque, for instance, also enjoys widespread recognition, yet his political brand has failed to generate the kind of voter support necessary for a successful run.
The gap between awareness and acceptance is a critical factor in any election. While people may know a candidate’s name, it is the message and personal brand that ultimately determine whether voters find that candidate acceptable and worthy of their vote. This distinction has become a defining feature of the current Philippine political landscape.
The Role of Political Branding
To win voters' acceptance, candidates must focus on building a strong and consistent political brand. A brand is much more than a name or slogan; it's the sum of a candidate’s values, messages, and actions. It’s what voters perceive when they think of the candidate. In today’s fast-paced digital world, where attention spans are short and information overload is common, candidates need to craft a brand that resonates deeply with the electorate.
A political brand must be grounded in truth, sincerity, and a genuine understanding of the people’s concerns. Without authenticity, voters can quickly see through a candidate's messaging, making it impossible for them to build trust. In the case of Quiboloy and Roque, the lack of authenticity in their political brands has created significant barriers to acceptance. While both have high name recognition, their messages—whether perceived as inauthentic or out of touch—fail to resonate with voters in a meaningful way.
A successful political brand hinges on credibility. If a candidate is viewed as disconnected from the struggles and concerns of ordinary people, their ability to build trust diminishes. The political landscape today demands more than just familiar names—it requires candidates who can show voters they understand their lives and offer practical, relevant solutions.
Relevance: The Bridge to Acceptance
Another crucial element of a successful political brand is relevance. In order to be accepted by voters, a candidate must address issues that matter to them. This means aligning with the public’s values and offering practical, actionable solutions. A relevant political brand speaks to the heart of the electorate’s concerns—whether it’s economic inequality, education, healthcare, or national security.
Candidates who fail to develop this alignment often struggle to make the transition from awareness to acceptance. Relevance is what allows a candidate to connect with voters on a deeper level. Voters want to know that the person they’re voting for will make a tangible difference in their lives. When a candidate can effectively communicate their relevance to the electorate, they have a much greater chance of gaining acceptance.
Candidates like Vice President Sara Duterte and Senator Grace Poe have demonstrated this skill with remarkable success. Their political brands are seen as both authentic and relevant, and their messages have consistently aligned with the issues most important to Filipinos. They have built trust with the electorate by proving they understand the pressing challenges faced by ordinary Filipinos.
In contrast, candidates who fail to tap into these key concerns often fall short. Quiboloy and Roque, for example, may be known figures, but their inability to resonate with voters on a personal level has limited their appeal. Despite their high recognition, their brands are often seen as disconnected from the issues that matter most to the people.
Candidates with Low Awareness but High Conversion Potential
While some candidates may struggle to convert awareness into votes, others with lower levels of recognition may still have a high conversion potential. This can often be the case for those with strong political brands but limited visibility. Take, for example, Colonel Jose "Bosita" Bosita. While his name recognition may not be as high as some of the more established candidates, early polling suggests that Bosita has the potential to build a solid following, especially if he can effectively communicate his message to voters.
Bosita’s campaign faces a challenge of resources and visibility, but it also presents an opportunity. With the right strategy, message, and resources, candidates like Bosita could emerge as strong contenders, proving that low awareness does not necessarily equate to low potential. The key lies in crafting a relevant, authentic message that resonates with voters, even if the candidate is not yet a household name.
The rise of lesser-known candidates who manage to break through the noise and capture the attention of voters is a reminder that success in politics is not solely determined by recognition. Sometimes, a fresh and authentic message can be all it takes to turn low awareness into a high conversion rate.
Conclusion: The Winning Formula
In Philippine politics, awareness is just the starting point. To succeed, candidates must focus on building a brand that is both authentic and relevant to voters. While high recognition can help a candidate get noticed, it is their ability to connect with the electorate on a deeper level that will ultimately determine their success.
The gap between awareness and acceptance is a critical factor that can make or break a campaign. As the 2024 elections draw nearer, candidates who understand the importance of crafting a relatable, trustworthy, and relevant political brand will have the best chance of converting awareness into votes. Whether they are well-known figures or political outsiders, those who can earn the trust of voters and offer practical, meaningful solutions will be the ones who ultimately prevail.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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