A Political Marketing Expert, Professor Kobby Mensah, has stated that the flagbearer of the New Patriotic Party (NPP), Dr. Mahamudu Bawumia, finds himself in a very challenging position advocating for change while in government. 

He also expressed strong reservations about his campaign, citing a sudden change in his principles. 

Speaking on Keypoints on TV3 on Saturday, August 31, 2024, he explained that the same issues Dr. Bawumia accused John Mahama of in 2020 are happening under his watch, yet he refuses to accept responsibility. 

He recalled how the NPP criticised John Mahama, saying he was suffering from the dead goat syndrome, yet the party is downplaying similar comments made by their flagbearer. 

Prof. Kobby Mensah noted that Dr. Bawumia is pushing a challenging principle of being part of a ruling government yet expressing change. 

“I am against the Bawumia campaign because of the change in principle. The principle the Bawumia campaign seeks to push, and I am sure you agree with many Ghanaians who find it challenging. Obviously, you are in a team that is governing, yet you are expressing change, and I am sure that anybody who disagrees with you will appreciate the challenge. 

"I can imagine the challenge, a marketing manager sitting here or coming to your show and saying that my boss is doing something wrong, and if I come, or if I am given the CEO post, I am going to change the content of the product, the pricing. I am going to change that. Such a marketing manager, you won’t leave this table. You are going to have a call from your boss to say that you can’t come to the office because you are the marketing manager.

"You‘re supposed to articulate the kind of products currently we have. If there is something wrong with it, you’re going to tell the production team. You’re going to present it to the board, and they are going to do something about it. You will not allow the consumer to consume an unwholesome product, in anticipation that when you become the CEO you're going to change it. I think that is a very serious and difficult principle for anybody to take that position," he noted.

He pointed out that the president listened to his innovative ideas on the Gold for Oil programme and questioned why he didn’t convince him to abolish the e-levy. 

"However, you have also disclosed that when it came to the Gold for Oil Programme Your boss listened to you and implemented your innovative ideas, the point is, why didn’t your boss listen to you about the taxes. I have always said the number one reason, why I am against the Bawumia campaign is the change in principle. You actually criticise the former president for saying that he is not a magician. 

“Akufo-Addo convinced the National Executives of the NPP that I am going for this gentleman because of his credentials in economics.

"In fact, I remember P.C. Appiah Ofori sternly against Dr. Bawumia’s candidacy. The president convinced him because of his credentials based on his expertise. How then would you argue that the same expertise the president is not taking? I think it is very strange and that is why reasonable people find it difficult to accept. 

"The only people who will understand the principle of Dr. Bawumia’s campaign are the activists.  The people who are passionate about the party. I find it challenging that if we have to support what Dr. Bawumia says, I am not being truthful to my conscience. Because it is completely illogical. From my perspective, it would be illogical for a consummate marketing person to accept that particular argument. I don’t find it comfortable.  He is a fantastic gentleman. If you hear what I said about this man in 2024, you will marvel. Why the change in my position? I wrote a piece about 24 days in the docket, and many marveled at how he expressed himself.

"If you say that someone is incompetent and you are in the position of vice president and you are seeking to be president and they ask you, do you know Cocobod is on the verge of collapse and you competently said that? I don’t know. If it were Mahama that had actually said that, you could imagine what would happen. I don't think that the competency that he is known to embody really showed up during the media engagement," he noted. 

JKB/OGB

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