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'The EFF has a brand problem'

Ogilvy Chairperson Nunu Ntshingila says despite their good positioning, the EFF needs to change.

The EFF in Parliament

JOHANNESBURG - Nunu Ntshingila, Ogilvy Chairperson says despite the fact that they've "done a fantastic job" at being a challenger brand the Economic Freedom Fighters (EFF) has a brand problem.

Julius Malema's EFF secured 25 seats in the National Assembly and members made quite an entrance when they arrived dressed in red overalls, red berets, hard hats and the uniforms worn by domestic workers on Wednesday morning.

Speaking late on 702's The Money Show, Ntshingila said the contradiction in the party becomes clear when you look at how they portrayed themselves during their election campaign.

Questions were raised around Malema's exhorbitant attire and wrist watch.

This issue was also commented on in Gayton McKenzie's open letter to Malema.

"Julius, you and I are not "revolutionaries". We both know that. We both shop at the same Louis Vuitton and Gucci shops. We both have watches worth hundreds of thousands. We wear more money on our wrists than a miner at Marikana will ever hold in his hands.

"This week you had the audacity to say that you wear Louis Vuitton to "inspire the poor". But the poor get nothing out of you wearing flashy clothes," said McKenzie.

She said, "This isn't the first time we've seen this contradiction. We saw it during the election campaign when he was wearing Louis Vuitton."

Ntshingila says the consumers may forgive them for now, but that it's how they conduct themselves in the future that matters.

"If they become the status quo and behave like the status quo, I honestly think they'd be very slow, like any other challenger brand would be in this case."

She did however give them kudos for positioning themselves as a strong contender to the ruling party, cautioning though that the party must prove that there is substance behind their alleged "party for the people."

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