This book provides a completely new and fresh way of understanding the ANC, by looking at the way the organisation has marketed itself and built up a distinctive brand. The concern here is not so much with politics as with publicity, promotion and propaganda – that is, with techniques of political persuasion In seven chapters we follow the development of the ANC’s political marketing strategy from 1955 to 2011. The author makes a strong case for arguing that marketing has enjoyed a central significance within the ANC for a very long time. Through the use of previously untapped sources, he provides us with important insights into the strategy and decision-making process of the ANC at critical phases of its existence, right up to the election