A quick branding lesson for the politicians of ‘08
Whether they like to admit it or not, politicians are brands. Like all brands, they affix themselves to our psyches through “bumper sticker ideas.” Simple “sticky” associations we summon up whenever their names are mentioned. Nimble reductions of what they stand for with no details required. Whether we agree with a bumper sticker idea is not the point. It’s whether we “get it” and whether it’s gripping enough to stick.
For example, we got that FDR would give us a “new deal” and we got Reagan’s bumper sticker idea, cleverly posited as a question. “Are you better off now than you were four years ago?” Without a doubt, we also got – and continue to get – George W’s sticky idea. He likes the course he’s on. In fact, he’s stuck us with the notion that we’re “either on his side or the other side.” Which brings me to the inherent paradox created by bumper sticker ideas, whether they apply to political brands or traditional brands. Once they stick, it’s hard to peel them off mental bumpers. When people have your brand pegged one way or another, it’s hard to change their minds, whether you want to, or not.
So, what’s my advice for the political candidates of 2008? The easy part first. You need a brilliant bumper sticker idea. Given the way people think about brands, they’re required branding tools. The hard part? You need to get strategically focused and identify a simple promise people will care about for the long term.
None of this is rocket science. It’s plain and simple branding science. And while the obvious reality of all bumper sticker ideas is that there are no simple solutions to the complex issues they represent, they get our attention – for better or worse. So candidates, take heed. If you want people to “get it,” capture it in a bumper sticker idea. But before you do, make sure it’s something you’d like to be stuck with for the long term (or, at the very least, two terms).
December 15th, 2006 at 1:29 pm
Where did my comment go? ;)
December 15th, 2006 at 1:37 pm
Let me try again. I’m not sure about the bumper sticker strategy this time around Allen. Indeed, rational ignorance dominates in the selection of a political “brand.” But a brand isn’t really a promise after all. It’s an expectation. And expectations are based on memories first, and then assurances.
In my humble opinion, our next leader will be chosen based on his or her character and style; e.g. forthrightness, empathy, passion, and humility. Great blog, btw.
December 18th, 2006 at 11:30 am
Thanks for you comment. Agree a political brand is grounded or defined by the persons character and style.