Bernard Mwinzi

I wanted to stay out of this Gachagua party thing, but no matter how much I tried, something just kept nudging me to hammer the hell out of him. Every time I have looked at the logo, the party name, the slogan… the works, a riot of emotions has coursed through my veins. Why? Because in Kenya, party names, slogans, colours, logos, and chants matter, but the good people working for Gachagua seem to imagine they are incidental. 

I know some people will yell at me for saying this so openly, but I have been around long enough to know that politics is about emotion, rhythm, and memory; and that, right now, Gachagua’s new party lacks all three. If it doesn’t evolve quickly, it will go down as yet another short-lived outfit that tried to talk to Kenyans without first learning how to speak their language. 

The way I see it, Gachagua’s Democracy for Citizens Party (DCP) is a classic case of a well-intentioned idea undermined by poor communication, a bunch of linguistic missteps, terribly weak symbolism, and a questionable brand proposition. 

Let’s start with the name. Political parties in Kenya draw much of their identity from acronyms that double as chants in Kibera or Tudor or Kondele. ‘Kanu’ rolled off the tongue with ease, even as those who led it bled us dry. Kadu too. And Ford. And Ford-Kenya. These party names were our shorty, punchy, evocative rallying calls when our favourite politicians came calling. A good acronym rolls off the tongue, works on a chant line, and can be printed on t-shirts, posters, and campaign buses. 

That Gachagua thing, unfortunately, doesn’t lend itself to a catchy or resonant acronym. It feels administrative rather than emotional; more boardroom than boda stage. Allow me to cite a cautionary example in the shape of Wiper Democratic Movement. Officially, it is known as WDM, but on the campaign trail, nobody shouts “WDM!”. That acronym simply doesn’t work in a chant. Instead, the party has wisely embraced the name “Wiper”, which has become a metaphor, a brand, and a political beat. Gachagua’s party lacks that instinct. Without a compelling name or acronym, the party already starts off invisible in Kenya’s noisy political arena. 

Then there’s the slogan: “Skiza Wakenya.” The intention is to convey that the party is listening to the people, but the execution is flawed at the most basic level. “Skiza” is not correct Kiswahili. The proper word is “Sikiza.” “Skiza” is tech slang, popularised by Safaricom’s ringback tone service. Using it in a political slogan not only undermines the seriousness of the message, but also introduces an unfortunate corporate-commercial undertone. In a country where Kiswahili carries national and cultural weight, getting the language wrong signals a lack of authenticity and attention to detail. Instead of rallying support, the slogan becomes a meme. Or, worse, a mistake people laugh at. 

The logo compounds the problem. Designed to visually reflect the theme of “listening,” it appears to be a literal interpretation. But great political logos don’t explain. They evoke. They spark emotion, recall struggle, and invite identification. Gachagua’s party logo is flat. It tries too hard to tell rather than show, and in doing so, it comes off as clunky and juvenile. In short, it lacks the gravitas or symbolic resonance that a national political movement needs. 

And what’s with this idea of “listening” as a brand identity? Listening is a behaviour, not a brand. People want action, vision, and hope, not just an open ear. Without a clear sense of what comes after listening, the party risks being perceived as passive, reactive, and vague. 

DCP needs a complete communications rethink. 

First, it must correct the slogan. “Skiza” has to go. A new Kiswahili phrase that’s both correct and emotionally resonant is essential; something like “Sikiza na Tenda” or “Sauti ya Wanjiku”, which carries cultural depth and intention. The logo needs to be redrawn, not to depict “listening” literally, but to symbolise the aspirations of the people the party claims to represent. 

And the name needs refining, ideally to yield a vibrant, chantable acronym or moniker that can gain traction on the campaign trail.

Bernard Mwinzi is a former Managing Editor of Kenya's Daily Nation Newspaper