Brand Management in Politics

Developing a Poli-cal Brand

Part 1: Brand Theory

Željko Zidarić Civic Innova-on Incubator June 16, 2014

I inkubator

Part 1: Branding Soap •  Introduc-on •  Brand •  Brand Equity •  Branding •  Importance

Part 2: Branding Poli;cians •  Branding in poli-cs •  Define it •  Promote it •  Earn it •  Differences in poli-cs

High level + generic branding focus

Area of Interest

Comparing Success in Business and Poli;cs

Survival in Business Survival in Poli;cs

Understand consumers Understand voters

Create goods or services Create a service of “good government”

Explain superiority over competitors Explain to voters why you are better

Business Civics

P2C G2C B2B B2C

Candidate Campaign

Conserva;sm P2C Interconnectedness •  Time •  Place

Mood Trust About Us Alignment

ut Commodity

CluGer

tiatio

Different

d Good But

Not Different

Good And

Different

Not Good And

Not Different

Different But

Not Good

✓ Size Quality Func-onality Availability Price

Target Market

Magical Escape Mexican Value

Cool Innova4on Op4mism & Upli9

Tradi4on Affordable Quality

Third Space Experience

science + art

Branding is equal parts

Team Brand

d Iden-fier Tradi4onal Defini4on

A name, term, design, symbol, a combina4on of these, or any other feature that iden,fies one seller's good or service as dis,nct from those of other sellers.

-‐ American Marke-ng Associa-on

Brand from Old Norse brandr meaning "to burn"

n A brand is •  promise to deliver •  warranty of quality •  complex symbol -‐ Philip Kotler Marke-ng Management

Personality

Customer

Old Part

New Part

Physiological

Safety

Social

Esteem

Old brand focus

New brand focus

Old View LeW-‐Brain

Company Ra-onal Simplify AYributes Benefits Reduce risks Save -me

New View Right-‐Brain

Customer Values

Complex Meaning

Rela-onships Life themes

Socio-‐cultural stories

n created in mind

complete experience

promises made / kept

values

reason to choose

emo;onal aWertaste

what they say it is

sum total trust mark

beyond the tangible

Product Logo

shorthand

✓ Think less

Feel more

Act posi4ve

symbols

slogans colors

jingles

ambassadors

language

The Shadow Iden-ty The Brand

values ac;ons

n Promise

Reputa;on

es Our belief is that a

company’s culture and a company’s brand are just two sides of the same coin. The brand is just a lagging indicator of the culture.

-‐ Tony Hsieh, CEO

Goods Services Places People Politics

Fighter

Flanker Flanker

Pres-ge

Bas-on Brand

Luxury

Premium

Budget

Brand PorTolio Model

Brand Loyalty

Escape Decision Fa4gue

Team Brand Equity

Value •  brand awareness •  perceived quality •  brand associa4ons •  influence •  brand loyalty

Bad Good

Commodity

+ Price + Volume + Advocacy

Sean Duffy The Duffy Agency.

uity Iner-a

Awareness

Acquisi;on

Understanding

Interest

Trial Belief

Affinity

Loyalty

Advocacy

Reten;on

Advocacy Loop

Brand Equity Cycle

Bill Moran

Brand Equity

Effec-ve Market share

Rela-ve Price Ra-o Durability

uity Brand Equity Index

Young and Rubicam

Brand Equity

Differen-a-on Relevance Esteem Knowledge

uity Brand Asset Valuator

Brandt and Johnson, 1997

Brand Equity

Image & Personality

Associations Availability

Preference

Loyalty Awareness

Familiarity

Resonance

Judgments Feelings

Performance Imagery

Salience Iden-ty

Who are you?

Meaning What are you?

Response What about you?

Rela-onships What about you and me?

Awareness

The Blake Project

Brand Insistence

Quan;ty

Economist View

Posi-ve Equity q2 > q1

p2 > p1

brand equity comes from

brand loyalty

Team Brand Equity

Brand Branding

d Managing Brand Equity

Branding is about psychology not technology

Promise

Indifferent Establish mindshare Awareness & Considera4on

Like Differen-ate Ra4onal & Emo4onal Benefits

Love Tug at Heart Tighten the connec4on

Beloved Con-nue the Magic Maintain the Love

Des-na-on

Beloved Brands

Innovators Early Adopters

Early Majority

Late Majority

Laggards 2.5% 13.5% 34% 34% 16%

Managem

1% 9% 20% 30% 40%

Trigger

Peak of Inflated

Expecta-ons

Trough of Disillusionment

Slope of Enlightenment

Plateau of Produc-vity

Trash Heap of Failure

Period Gatner

Product Development Introduction Growth Maturity Decline

Period

Marketing Investment

Brand Awareness

Product or Brand Life Cycle

Branding is never finished

Customer Awareness

Brand Awareness

Considera-on

Preference

Qualified Leads

Prospects

Proposals

Customers

handoff

Marke;ng

Awareness

Considera-on

Preference

Purchase

Viral Loop Influencers •  Ambassadors •  Saboteurs Up-‐sell

Next-‐sell

Cross-‐sell

Advocacy

Loyalty

Adapted from Steve Blank

rience

p BB Death Spiral

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online banner ads Onlive video ads

Social network ads TV product placement

Search engine ads Brand sponsorship

Billboards Television & Radio ads

Magazine & Newspaper ads Branded websites

Opt-‐in Emails Newspaper ar-cles

Online Consumer sites Peer Recommenda-on

Whom do you trust? How North American consumers rate media

Source: Global Trust in Advertising Survey (Neilsen)

David Armano

Influence Levels

Dr. Robert Cialdini

on Liking

Reciprocity

Consensus

Scarcity

Authority

Principles of Persuasion

Consistency Commitment

Early Majority

2.5% 13.5% 34%

Jump the Gap

The Obsess

Mass Market

-‐sourcing -‐vo;ng -‐funding

It can take 30 years to build a great brand, but only

30 days to knock it down.

Promote

Define

ns Product

Place Price

Promo;on

•  Medium term •  Benefits •  Strategic-‐Push Strat •  Find customers De

Marke;ng Programs

ns Product

Place Price

Promo;on

•  Medium term •  Benefits •  Strat -‐ Push Strategy •  Find customers

Promo;on Mix

Adver;sing

Publicity

s •  Short term •  AYributes •  Tactical - Push Strat •  Stimulate Purchases

Marke;ng

•  Medium term •  Benefits •  Strat -‐ Push Strategy •  Find customers

Public Rela;ons

Promo-ons

Adver-sin

blicity

Marke;ng

Branding Earn

Alignm

Alignment

Customer

•  Short term •  AYributes •  Tac-cal -‐ Push Strategy •  S-mulate customers to buy

•  Long Term •  Values •  Strategic -‐ Pull strat •  Customer Loyalty

MarCom Brand Equity

Advertising

Sales-Promos

Events-Exp

PR-Publicity

Interactive

W.o.M.

Per. Selling

Awareness

Dir. Mkting

Response

Relationship

Branding is image aWer image

Marke-ng Campaign Prom

Marke-ng Campaign

Branding Campaign

No Force Force

✓ ✗

It’s about discipline

re Don't buy market share…

figure out how to earn it. -‐ Philip Kotler

Market share Follows Mindshare

We define ourselves

through our brands

GREAT NEW TASTE

All the -me and money and skill poured into consumer research on the New Coke could not measure or reveal the deep and abiding emo-onal aYachment to the original Coca-‐Cola felt by so many people... the passion for original Coca-‐Cola — and that is the word for it: passion.

Donald Keough Coca-‐Cola President, 1985

Earned media is more powerful than

Bought media

Part 2: Branding in Poli/cs

I inkubator

Part 1: Branding Soap •  Introduction •  Brand •  Brand Equity •  Branding •  Importance

Part 2: Branding Politics •  Brand in politics •  Define it •  Promote it •  Earn it •  Focus on politics

10% will might not vote

30% already decided

20% persuadable

40% will definitely not vote

e Find

Persuade Mobilize

50% +1

tion 0-100

60-100

Progressive Centrist Conservative

75% 60% 45%

29% 32% 39%

37% 33% 30%

Turnout Mobilization Ground War

Popularity Persuasion Air War

symbols

slogans colors

jingles ambassadors

language

images

The Shadow The Brand

values actions

WHY > What

Product

Experience

Communications Br

Values Essence

Customer

Brand is the values at the heart of the party,

its very core.

Same Strategy Different Tactics

Unique Values

Organized Representative

Low High

Commodity

Day -1 of Campaign ��Loyalty (Volume) + Decided

Higher Price + Donors

Advocates + Volunteers + Influencers

ence Brand Influence on Consumer

Duration

Theory

Introduction Growth Maintenance

Sean Duffy The Duffy Agency.

uity Iner-a

Awareness

Acquisi/on

Understanding

Interest

Trial Belief

Affinity

Loyalty

Advocacy

Reten/on

Advocacy Loop

Brand Equity Cycle

uity 45-60%

of people know who they will ��

vote for on the ��first day of the

election campaign

18-29 30-39 40-49 50-59 60-69 70-79 80+ Years of Age

Strong Affiliation

Weak Affiliation

Source: General Social Survey

Americans’ Party Affiliation by Age Vo

Reality

45% 42%

90 94 98 02 06 10

Pew Research Center 2012 Values Survey

Generations Identifying as Independent

Millennial Gen X

Boomers Silent

nds Republicans

90 94 98 02 06 10

Pew Research Center 2012 Values Survey

How the Generations Identify

S B X M

90 94 98 02 06 10

Democrats

S = Silent B = Boomer X = Gen X M = Millennial

How you would rate the honesty and ethical standards of Members of Congress.

Clinton Bush Jr Obama

Very High Elections

President

Congress

Source: Gallup

Bush Sr

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Voter Turnout Vo

Bush Clinton Bush Jr Obama Reagan JC Nix/Ford JFK / LJ

n Barriers to entry • Organization • Resources • Brand Equity

Product Development

Introduction Growth Maturity Decline

Period

Marketing Investment

Brand Awareness

Product or Brand Life Cycle

Early Majority

Late ��Majority

Laggards

Managem

1% 9% 20% 30% 40%

It won’t happen overnight

ertia Canada: Conservative Party Decline

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

1984 1988 1993 1997 2000 2004 2006 2008 2011

Election Year

Liberals ��Center-Left

Conservatives��Center-Right

New Democrats��Left

Canada: Reform Party “Saves the Right”

1000000

2000000

3000000

4000000

5000000

6000000

7000000

1984 1988 1993 1997 2000 2004 2006 2008 2011

Election Year

Liberals ��Center-Left

Conservatives��Center-Right

New Democrats��Left

Reform Right

NEW Conservatives��Center-Right

Merger��Re-brand

Ralph Nader 1996, 2000, 2004, 2008

Ross Perot 1992

Brand Equity Hard to build

Easy to destroy

Promote

Define

Duration

‘Permanent Campaign’

Brand is built between elections

Service Provision

Push Push Pull

Awareness

Channels

Campaign Pre-Campaign

•  Research •  Organization •  Budget •  Press •  Survey

Campaign Strategy

Interest Understanding Engage Mobilize

Information

Management B

Create

Provide

Air War Ground War

Message

Weak Strong

rong ✓

✓ ✓

✗ ✗

Core •  Intangible •  Values •  Moral view •  Complex plan

•  Stakeholder dependent •  Difficult to measure

Customers Br

Program

Values

Leader •  make tangible��

the intangible •  humanize��

the abstract The true judge of character is not ��what a person says, ��but what �� a person does.

Customers Br

Program

Values Leader

Branding is about discipline shape events ��

rather than react

Promote

Define

Marke/ng Mix

Duration

tion Define it Redefine it ��

(if necessary)

Marketing Mix

Product Price Place Promotion

g 4 Cs of Political Marketing

4Ps of Marketing • Product • Price • Place • Promotion

Constituencies

Comparative Advertising

Celebrity Endorsement

Typical •  Leader •  Team •  Voters

Recommended •  Values •  Voters •  Leader •  Team

Values

Leader

Voters

Issues

Special Interest Group

Niche Party Mass Party

Find yourself

•  Values •  Vision •  Mission

Position yourself •  Motivating •  Credible •  Unique

What is your story?

Values

Challenger Incumbent

Values

Actions

Long Term Goal

Short Term

Brand Promise Statement

What you will do

How you will do it

Why it matters

Foundational Themes Position Promise for Success Key elements of character

• Adjective 1 • Adjective 2 •  Adjective 3 •  Adjective 4 •  Adjective 5 •  Adjective 6 •  Adjective 7

Brand / Values - Expression Model

Alignment with values of constituencies is critical

Nation

Leader

• Dignity of the Person •  Individualism and Liberty • Right to Self-Actualization • Empowered Citizens

•  Maintain Free Market •  Protect Property Rights •  Duty of Good Faith •  Economic Sovereignty

• Servant to Will of People •  Limited & ‘Localist’ • Fiscal Responsibility • National Sovereignty

•  Natural Social Evolution •  Enduring Moral Order •  Accept Imperfectability •  National Uniqueness

Individual

State Society

Economy Prudence

Temperance

Justice

Fortitude

Define opponents •  Values •  Vision

Position opponents •  Differentiate

•  Create FUD

What is their story?

Values

Negative Positive

Voter and Party national aspirations��

must align

Segmentation Target Market

Values

Voters

Who do I trust is capable of improving my

standard of living?

•  Personality •  Charisma •  Interaction •  Endorsements •  History •  Party

•  Education •  Experience •  Team •  Advisors

•  Individual needs •  Segment needs •  Mood of the people •  Want renewed hope

r Each voter asks themselves the following question:

oter Constituencies

Neutral Planned Market Free Market Economic Issues

ion Progressives

Conservatives

Neutral Dist

Economic Issues Planned Market Free Market

Most voters are in the middle

Neutral Planned Free Issues

Social Economic

Multiple Variables

oter Segmentation

Low Medium High

Income

Segmentation

Low Medium High 18-26

61+ Large

Medium

Income

ent Segmentation

Low Medium High

Income

Age Opponent

Promo/on Mix

Promote

Define

Duration

Election Campaign Promote it ��Promote it Promote it

Keep Promoting

Promo Mix Promo

Swing Progressive Conservative

Decided

Undecided

Persuadable

Apathetic Undecided

Decided

Persuasion Mobilization

40% decided ��

independent will not vote

branding is not about ��the channels used it is about the

coherent message put through the channels

Be genuine Love what you do Share your values

gy Challenger

Change

Negative

Incumbent Continuity

Positive

Reason Emotion

Paid Earned

Duration

tion Election

Campaign

Positive Campaign Educate Negative

Act national speak local

Voter Awareness

Interest / Opinion

Consideration

Preference

Vote Intention

Vote Loyalty

Voter Advocacy

handoff

Air War (Marketing)

Ground War

(Sales)

Benefits • + W.o.M. •  Volunteers •  Donation •  Lower costs

Air War

Ground War

Build Brand

Build Database

Paid Media

Earned Media Leader Debate

Cross-Country Tour

Publicity

Paid Media

First Lit Drop

Phone Calls

Social Media

Second Lit Drop

Database Maintenance

Door to Door Cam

National

Centralized

Decentralized Cam

Character Capability

Policy

Reason Emotion

Aspirations by challenger

Accomplishments by incumbent

Characters Hero + Villain

Setting

Problem

Sequence of Events

Solution

Theme Author’s message

Plot Understanding

Yourself Understanding Your Segment

4 C Storytelling

Connection Comprehension

Credibility Contagiousness

Story development

Product

Place Price

Promotion Mix

This is the visible election

campaign

K.I.S.S. Soci

YOU are the best story teller

Tell YOUR

Think visual��

A picture is worth 1,000 words��

+ an emotion

Promote

Define

Earn Brand

Duration

Brand is built between campaigns

Earn it

Brand Management

Duration

Hibernate

If you start campaigning on the

first day of the official election campaign … you WILL lose!

Trust Reputation

Promise Trust takes ��years to build,

seconds to break, ��and forever

to repair.

If it is lost it is not easily found

and if it is found it is never

the same again.

Did you improve Standard of living?

Trust Always act

with honesty and integrity

Keep your promises

Look out for interests of others,

not just your own

Openness in communication

with everyone

Awareness

Consideration

Preference VOTE

Viral Loop Influencers •  Ambassadors •  Saboteurs Lawn Signs

Donations

Volunteers

Advocacy

Loyalty

Awareness

Consideration

Preference

Lawn Signs

Donations

Volunteers

Advocacy

Loyalty

Paid Media Mass market prospects Raising awareness

Owned Media Your decided voters��Keeping them happy

Earned Media Your fans and advocates��Keep them influencing

David Armano

Promote

Define

Occasiona

Long Term Coordination

Crisis Management

Please tell me how you would rate the honesty and ethical standards ��of people in these different fields.

% High or Very high

Gallup December 2013

Deliver on your brand promise Deliver the unexpected Deliver consistency

Extrem

e Brand Loyalty

ote it

Earn it

Understand your customers Create consumer connec-ons Develop a strong values iden-ty

Make it relevant Make it authen-c Win their hearts then minds

Product

Experience

Communications Br

Values Essence

Customer Define Promote

"Would you tell me, please, which way I ought to go from here?”

asked Alice. "That depends a good deal on where you want to get to," said the Cat.

"I don't much care where –" said Alice. "Then it doesn't matter which way you go," said the Cat.

Alice in Wonderland - Lewis Carroll

Part 3: Branding in Poli/cs

I inkubator

Charlie Chaplin on Wall Street 1918

Part 1: Branding Soap •  Introduction •  Brand •  Brand Equity •  Branding •  Importance

Part 2: Brand in Politics •  What is brand •  What is politics •  Brand equity •  Brand development

Part 3: Branding Politics

•  Define it •  Promote it •  Earn it

Promote

Define

Duration

Brand is built between elections

Service Provision

Election Campaign

Duration

Service Provision

Push Push

Awareness

Channels

Campaign Strategy

Information

Management B

Create

Provide

Air War Ground War

Awareness

Channels

Campaign Strategy

Information

Management B

Create

Provide

Air War Ground War

Action not just ideas

Weak Strong

Message

Message Weak Strong

Vision Story

Message

Weak Strong

Plan Execution

Message Weak Strong

rong ✓

Message Weak Strong

rong ✓

✓ Mec

Message

Weak Strong

rong ✓ ✓

Message Weak Strong

rong ✓

✓ ✓

✗ ✗ Mec

Core •  Intangible •  Values •  Moral view •  Complex plan

•  Stakeholder dependent •  Difficult to measure

Customers Br

Program

Values

Leader •  make tangible��

the intangible •  humanize��

the abstract The true judge of character is not ��what a person says, ��but what �� a person does.

Customers Br

Program

Values Leader

Branding is about discipline shape events ��

rather than react

Promote

Define

Marke/ng Mix

Duration

tion Define it Redefine it ��

(if necessary)

Marketing Mix

Product Price Place Promotion

Strengths Weaknesses

Opportuni/es Threats

Internal

External

Strengths Weaknesses

Opportuni/es Threats

Internal

External

Changing Market

g 4 Cs of Political Marketing

4Ps of Marketing • Product • Price • Place • Promotion

Constituencies

Comparative Advertising

Celebrity Endorsement

Typical •  Leader •  Team •  Voters

Recommended •  Values •  Voters •  Leader •  Team

Values

Leader

Voters

Issues

Market

Values

Issues

Special Interest Group

Niche Party Mass Party

Find yourself

•  Values •  Vision •  Mission

Position yourself •  Motivating •  Credible •  Unique

What is your story?

Values

Challenger Incumbent

Speak to values and big ideas Not small facts It is important to know the facts Speak the way a preacher would speak Big ideas and big values

Long Term Goal

Short Term

Values

Actions

Alignment with values of constituencies is critical

Nation Party

Leader

Nation

Out of Touch A

Party ✗

Stay humble and remember your roots.

What you will do

How you will do it

Why it matters

What you will do

How you will do it

Why it matters

• Adjective 1 • Adjective 2 •  Adjective 3 •  Adjective 4 •  Adjective 5 •  Adjective 6 •  Adjective 7

Word Choice

Obama = Change Clinton 92 = It’s the economy, stupid Clinton 96 = Bridge to 21st Century Reagan = Supply side economics Bush Jr = Compassionate conservative Bush Sr = Read my lips, no new taxes + continuity from Reagan Gingrich = Contract with America Gore did not own a concept so not elected

• Dignity of the Person •  Individualism and Liberty • Right to Self-Actualization • Empowered Citizens

•  Maintain Free Market •  Protect Property Rights •  Duty of Good Faith •  Economic Sovereignty

• Servant to Will of People •  Limited & ‘Localist’ • Fiscal Responsibility • National Sovereignty

•  Natural Social Evolution •  Enduring Moral Order •  Accept Imperfectability •  National Uniqueness

Individual

State Society

Economy Prudence

Temperance

Justice

Fortitude

Relevance

New Leader Experienced Leader

Leader

Voter and Party national aspirations��

must align

Segmentation Target Market

Values

Voters

Who do I trust is capable of

improving my standard of living?

•  Personality •  Charisma •  Interaction •  Endorsements •  History •  Party

•  Education •  Experience •  Team •  Advisors

•  Individual needs •  Segment needs •  Mood of the people •  Want renewed hope

r Each voter asks themselves the following question:

oter Constituencies

Neutral Planned Market Free Market Economic Issues

ion Progressives

Conservatives

Neutral Dist

Economic Issues Planned Market Free Market

Most voters are in the middle

Neutral Planned Free Issues

Social Economic

Multiple Variables

oter Segmentation

Low Medium High

Income

oter Segmentation

Low Medium High

Income

oter Segmentation

Low Medium High

Income

as segmentation variables increase

Complexity Increases

Segmentation

61+ Large

Medium

Income

Segmentation

Mass Market

Income

Be the best Right group

Focus Experience

Over-deliver

Segmentation

61+ Mass

Income

Define opponents •  Values •  Vision

Position opponents •  Differentiate

•  Create FUD

What is their story?

Values

Negative Positive

ent Segmentation

Low Medium High

Income

Age Opponent

ent Segmentation

Low Medium High

Income

Age Opponent

Promo/on Mix

Promote

Define

branding is not about ��the channels used it is about the

coherent message put through the channels

Duration

Election Campaign PUSH��Promote Promote

Election Campaign PUSH Promote Promote

Keep Promoting

Promo Mix Bought

Earned Events

Swing Progressive Conservative

Decided

Undecided

Persuadable

Apathetic Undecided

Decided

40% decided ��

independent will not vote

Duration

tion Election

Campaign

Positive Campaign Educate Negative

Voter Awareness

Interest / Opinion

Consideration

Preference

Vote Intention

Vote Loyalty

Voter Advocacy

handoff

Air War (Marketing)

Ground War

(Sales)

Benefits • + W.o.M. •  Volunteers •  Donation •  Lower costs

Air War

Ground War

Build Brand

Build Database

Paid Media

Earned Media Leader Debate

Cross-Country Tour

Publicity

Paid Media

First Lit Drop

Phone Calls

Social Media

Second Lit Drop

Database Maintenance

Door to Door Cam

National

Centralized

Decentralized Cam

Act national speak local

Be genuine Love what you do Share your values Emotions

Character Capability

Policy

Reason Emotion

Community

A. “Is the country better off today �� than it was 4 years ago?” B. “Are you better off today �� than you were 4 years ago?”

Aspirations by challenger

Accomplishments by incumbent

Characters Hero + Villain

Setting

Problem

Sequence of Events

Solution

Theme Author’s message

Plot Understanding

Yourself Understanding Your Segment

4 C Storytelling

Connection Comprehension

Credibility Contagiousness

Negative Positive

Reason Emotion

Push Pull

Continuity Change

Paid Earned

Product

Place Price

Promotion Mix

This is the visible election

campaign

K.I.S.S. Soci

E-Day C-start ? ? ?

When to start? - The sooner the better, but ….

Resources

Too early?

Too late?

YOU are the best story teller

Tell YOUR

Story development

If you start campaigning on the

first day of the official election campaign … you WILL lose!

Promote

Define

Earn Brand

Duration

Brand is built between campaigns

Earn it

Brand Management

Duration

Hibernate

Trust Reputation

Promise Trust takes ��years to build,

seconds to break, ��and forever

to repair.

If it is lost it is not easily found

and if it is found it is never

the same again.

Trust Always act

with honesty and integrity

Keep your promises

Look out for interests of others,

not just your own

Openness in communication

with everyone

Did you improve Standard of living?

Awareness

Consideration

Preference VOTE

Viral Loop Influencers •  Ambassadors •  Saboteurs Lawn Signs

Donations

Volunteers

Advocacy

Loyalty

Awareness

Consideration

Preference

Lawn Signs

Donations

Volunteers

Advocacy

Loyalty

Paid Media Mass market prospects Raising awareness

Owned Media Your decided voters��Keeping them happy

Earned Media Your fans and advocates��Keep them influencing

David Armano

Promote

Define

Occasiona

Long Term Coordination

Crisis Management

Deliver on your brand promise Deliver the unexpected Deliver consistency

Extrem

e Brand Loyalty

ote it

Earn it

Understand your customers Create consumer connec-ons Develop a strong values iden-ty

Make it relevant Make it authen-c Win their hearts then minds

Product

Experience

Communications Br

Values Essence

Customer Define Promote

"Would you tell me, please, which way I ought to go from here?”

asked Alice. "That depends a good deal on where you want to get to," said the Cat.

"I don't much care where –" said Alice. "Then it doesn't matter which way you go," said the Cat.

Alice in Wonderland - Lewis Carroll

An entire party, a platform, an international policy is sold to the public, ��or is not sold, on the basis of the intangible element of personality.

act Zeljko Zidaric

Civic Innova-on Incubator zzidaric@gmail.com

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Boundary-Less Brand Management, Brand Management, Beyond Brand Management

Strategic Brand Management - Exeterpeople.exeter.ac.uk/wl203/BEMM211/Materials/Lecture... · Strategic Brand Management Exeter MBA and MSc – Day 5 Brand Management Today Brand Management

Chapter 1 Brands and Brand Management - 01... · 1 Brands and brand management ... Kotler, Keller, 2011 : Strategic brand management : 1. ... Chapter 1 Brands and Brand Management

Ch.6 Brand Brand Management

Brand Management

Brand Room, Brand Management System

Managing the Brand: Racial Politics, Strategic Messaging ... · Managing the Brand: Racial Politics, Strategic Messaging, and Coalition-Building Efforts of Charter Management Organizations