But does it work?

If Twitter followers translated into votes, Julius Malema would be President

FILE: EFF leader Julius Malema addresses party supporters at the Giant stadium for 2019 EFF manifesto. Picture: Abigail Javier/EWN

They have 1/10th the number of seats in Parliament that the ANC has… They are punching above their weight…

Andy Rice

A brand is not just a promise made, but a promise kept as well… Many things in their manifesto seems utterly unachievable…

Andy Rice

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and/or “zeroes”.

This week, with general elections around the corner, Rice critiqued the Economic Freedom Fighters’ (EFF) brand.

(Also, read: The DA 'brand' is struggling)

Watch this space for a critique of other political party brands.

Listen to the interview in the audio below (and scroll down for more quotes from it).

Clearly, they understand the power of publicity and high-jacking issues for their own benefit.

Andy Rice

They have a simple, memorable theme slogan, just five words: ‘Our land and jobs now’.

Andy Rice

In terms of followers on Twitter; they’re substantially larger than the ANC…

Andy Rice

They understand the power of personality…

Andy Rice

They’re consistently confrontational…

Andy Rice

In terms of a marketers’ view on political brands, the EFF is absolutely heroic.

Andy Rice

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