Recently, the issue of vigilantism has been in the
Ghanaian news with many people calling for the disbandment of vigilante groups
associated with political parties. The conduct of the various vigilante groups
associated with the two main political parties – the New Patriotic Party and
the National Democratic Congress – has become a source of worry to many.

Many scholars have given different explanations to
vigilantism with some stating that vigilantes are private citizens (Johnston,
1996; Little & Sheffield, 1983), while others maintain that vigilantism is
carried out by state agents (Dumsday, 2009; Huggins, 1991).

Additionally, in literature, there are some
disagreements on some elements of vigilantism such as who, what, why, when, how
and against whom. 

Black (1998) in his discussion of the concept of
vigilantism describes it as self-help, which is a way of social control and
comprises “the handling of a grievance by unilateral aggression.”

Similarly, in marketing, self-help and effective
handling of marketing activities aggressively to prevent external attacks is
important in building and sustaining a brand.

Just as other authors explain vigilantism to have
dual character– “a law-abiding hero and a law-breaking villain” (Ayyildiz,
1995, p.147), marketing needs to have a dual character depending on the
industry and its competitors. When competition is tight within an industry,
marketers must also be aggressive and take defensive mechanisms to protect
their brand and market share.

Strong
brand

Building a strong brand needs coordinated effort,
using various marketing tools including public relations.

With growing customer demands and dynamic needs,
marketers need to be vigilant and deploy their vigilante skills in building,
promoting and sustaining brands, products and services.

As some vigilante groups act in self-help, it is
important to deploy self-help strategies in marketing. These include:
identifying your niche, recognizing your core competence, sharing your knowledge
as a leader, building a strong community, and being dynamic.

Identifying
your niche

Every business needs to have a niche market, whose
needs it can address by providing innovative solutions. This can be done
effectively by knowing your interests, your talents and passion for what you
do. Upon identifying these elements, it is important to effectively coordinate
them and take advantage of the opportunities to make impact.

Recognising
your core competence

Organisations need to identify their skills and what
they do best to build their knowledge base and build a strong reputation that
can stand the test of time. Brand reputation is the hallmark of a successful
business, hence the need to focus on this. Additionally, the competence of an
organisation can differentiate it from competition.

Sharing
your knowledge

Thought leadership is one of the most powerful tools
used in projecting the brand’s competence and skills. Sharing your knowledge
and skills as an expert in the industry puts your name on the lips of industry
players. Also, you become a reference point for expert information for the
media and other stakeholders.

Build
a strong community

Building strong networks of like-minded people is
very critical for marketers. It helps in sharing expert information and
identifying new opportunities. Great ideas can come from other experts in the
same field, thus the need to build strong relationships for future
opportunities.

Be
Dynamic 

The business community is a dynamic one and only
dynamic people can survive it over a long period. Economic policies of
government can change depending on the focus of the government of the day and
these are factors that are usually outside the control of the organisation.
Also, technology keeps improving with new tools coming up for experts to use,
hence it is important for every marketer to be dynamic to keep business going.

Furthermore, we are in an information age with a lot
of information online to help avoid the mistakes of other businesses.
Therefore, as marketing vigilantes, there is the need to constantly read more
and wide to broaden your horizon for the benefit of the organisation.

Vigilantism
in marketing

In conclusion, vigilantism in marketing is critical
in remaining competitive within the industry as self-help is needed to always
protect the brand and its products and services. Additionally, marketing
vigilantism can help the organisation remain alert with strong antennas to fish
for information in the interest of the business.      

The writer, Albert Amekudzi, is the Corporate Communications and Events Manager at Origin8



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