Taking sides

When I started as an activist years ago, there were times in the early days that we didn't put any emphasis on standing behind a brand or a logo. We justified that act with a strong excuse of sincerity in working for islam. But that is already a thing of the past, and of course we all understand now that branding is very important. It is a tool to make us more sincere in working for islam. Imagine political party without any logo or brand. Imagine Coke and Pepsi without branding. It's just impossible.

One of the good thing of having a brand, is that we can easily get people's support merely with the brand's strength. There is a catch, ie the brand needs to be strong. This method works by manipulating on people's tendency to take sides. That's right. People love taking sides. Especially with a strong brand. It makes them stronger. At least it makes them look so.

We've seen this all around us.

iOS vs Android

Whenever there's a post on some tech news sites on Android/iOS strength/weaknesses, please browse to the comment section, and you can easily see a war/debate going on between the two sides. Android is more customizable, iOS battery life is better, Android design is rubbish bla2 you get the point. And between those debates, you will see people who's tired of all these debates, going like guys enough, it's just a phone, guys just buy both of them habis cerita bla2. 

UMNO vs PAS

If you know politics in Malaysia, then there's no way you're not seeing this. Especially in facebook. I mean where else can you find debates. I grew up with a simple perception of PAS vs UMNO is a battle between good and evil. PAS is an islamic party, and UMNO is a nationalist party. How easy it is to take sides? Super easy. PAS, scholars (ulama), islam, yes. UMNO, ministers, corruption, no. And the good thing about taking sides is that people can point fingers to bad things on the other sides, and it automatically makes them more superior. That is a really strong drive. Sadly, people don't see the real situation. Syirik is way bigger sin than corruption or drinking alcohol. Both needs dakwah. But when you have to choose one, pick the lesser evil. That's very basic.

When people takes sides, they don't have to go through all the hardships that the brand builder has went through in order to get the strong/win badge. That's why people love Coke. The image of people holding a Coke can instantly make it cool and hip. Compared that image with another guy holding teh botol. Ok not that bad actually.

My main point is that people should think and act more objectively. Both of the examples above are not strictly the only choice. It's not one or the other. You can buy both iOS and Android device. You can support both UMNO and PAS if they benefit towards islam. The only thing that you should be strict on taking sides are Haq vs Batil (evil). Islam vs Jahiliyyah. Period.