-
Min
dsha
re Don't buy market share
figure out how to earn it. - Philip Kotler
!";T+A')C";+''P1&&1M)'!$-
-
Inte
grat
ion
We define ourselves
through our brands
-
100
Year
War
-
Peps
i Cha
lleng
e
-
Flip
Flo
p
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
Pass
ion
-
Impo
rtan
ce
-
Wea
k Br
and
-
Earned media is more powerful than
Bought media
-
Developing a Poli-cal Brand
Part 2: Branding in Poli/cs
eljko Zidari Civic Innova-on Incubator June 26, 2014
I inkubator
-
Act
ivist
s
-
Vide
o In
dex
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
-
Purc
hase
-
10% will might not vote
30% already decided
20% persuadable
40% will definitely not vote
Obj
ectiv
eFind
Persuade Mobilize
50% +1
-
Elec
tion 0-100
60-100
-
Effec
tiven
ess
Progressive Centrist Conservative
75%60%45%
29%32%39%
37%33%30%
TurnoutMobilizationGround War
PopularityPersuasionAir War
Votes
-
symbols
sloganscolors
jinglesambassadors
language
Bran
d &
Sha
dow
images
The ShadowThe Brand
valuesactions
WHY > What
-
Product
Experience
CommunicationsBr
and
Team
ValuesEssence
Customer
-
Brand is the values at the heart of the party,
its very core.
-
Same StrategyDifferent Tactics
Part
2
Selli
ng P
oliti
cian
s
-
Polit
ical
Par
ty
UniqueValues
OrganizedRepresentative
-
Gov
ernm
ent
-
Bran
d Eq
uity
Low High
Commodity
Day -1 of Campaign Loyalty (Volume)+ Decided
Higher Price+ Donors
Advocates+ Volunteers+ Influencers
-
Influ
ence Brand Influence on Consumer
Duration
Effec
t
Theory
Introduction Growth Maintenance
-
Sean Duffy The Duffy Agency.
Bran
d Eq
uity Iner-a
Awareness
Acquisi/on
Understanding
Interest
Trust
Trial Belief
Affinity
Loyalty
Advocacy
Reten/on
Advocacy Loop
Brand Equity Cycle
-
Bran
d Eq
uity45-60%
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
20%
40%
60%
80%
Strong Affiliation
Weak Affiliation
Source: General Social Survey
Americans Party Affiliation by AgeVo
ter T
rend
s
Reality
-
Vote
r Tre
nds
45%42%
90 94 98 02 06 10
Pew Research Center 2012 Values Survey
27%
34%
Generations Identifying as Independent
MillennialGen X
BoomersSilent
-
Vote
r Tre
nds Republicans
90 94 98 02 06 10
Pew Research Center 2012 Values Survey
How the Generations Identify
SBXM
90 94 98 02 06 10
Democrats
S = SilentB = BoomerX = Gen XM = Millennial
-
The
Lead
ers
-
The
Team
-
Diff
eren
ces
% H
igh
or V
ery
high
0
10
20
30
40
50
60
1976
1977
1981
1983
1985
1988
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
How you would rate the honesty and ethical standards of Members
of Congress.
Clinton Bush JrObama
High
Very High Elections
President
Congress
Source: Gallup
Bush Sr
Q.
-
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
1960
1964
1968
1972
1976
1980
1984
1988
1992
1996
2000
2004
2008
2012
Voter TurnoutVo
ter T
rend
s
60%
Bush Clinton Bush Jr Obama Reagan JC Nix/Ford JFK / LJ
-
Polit
ical
Bra
nd
-
Foun
datio
n Barriers to entryOrganizationResources Brand Equity
-
Life
Cyc
le
ProductDevelopment
Introduction Growth Maturity Decline
Valu
e
Period
MarketingInvestment
BrandAwareness
Product or Brand Life Cycle
-
Ado
ptio
n Cu
rve
Innovators EarlyAdopters
EarlyMajority
Late Majority
Laggards
Managem
ent
1% 9% 20% 30% 40%
It wont happen overnight
-
Bran
d In
ertia Canada: Conservative Party Decline
0
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
Vote
s per
Par
ty
Election Year
Liberals Center-Left
ConservativesCenter-Right
New DemocratsLeft
-
Bran
d In
ertia
Canada: Reform Party Saves the Right
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
1984 1988 1993 1997 2000 2004 2006 2008 2011
Vote
s per
Par
ty
Election Year
Liberals Center-Left
ConservativesCenter-Right
New DemocratsLeft
ReformRight
NEWConservativesCenter-Right
MergerRe-brand
-
Polit
ical
Bra
nd
Ralph Nader1996, 2000, 2004, 2008
Ross Perot1992
-
Brand EquityHard to build
Easy to destroy
-
Cam
paig
ns
Brand
Promote
Define
Earn
-
Bran
d M
gt
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Permanent Campaign
Brand is builtbetween elections
Service Provision
Push PushPull
-
Awareness
Channels
CampaignPre-Campaign
Research Organization Budget Press Survey
Campaign Strategy
Elec
tion
Interest Understanding Engage Mobilize
Information
A
R & D
Management B
Phase
Create
Provide
Using
Elec
tion
Cam
paig
n
Air War Ground War
WHY?
-
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
kSt
rong
-
Core Intangible Values Moral view Complex plan
Stakeholder dependent Difficult to measure
Team
CustomersBr
and
Part
s
Program
Values
-
Leader make tangible
the intangible humanize
the abstractThe true judge of character is not what a person
says, but what a person does.
Team
CustomersBr
and
Part
s
Program
ValuesLeader
-
Branding is about disciplineshape events
rather than react
-
Proc
ess
Promote
Define
Earn
Marke/ng Mix
-
Dev
elop
men
t
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tionDefine it Redefine it
(if necessary)
Marketing Mix
Marketing Mix
ProductPricePlacePromotion
-
Mar
ketin
g4 Csof PoliticalMarketing
4Ps of MarketingProductPricePlacePromotion
Cause
Constituencies
ComparativeAdvertising
CelebrityEndorsement
-
Typical Leader Team Voters
Recommended Values Voters Leader Team
Defi
ne
Values
Leader
Team
Voters
-
Issues
Defi
ne P
arty
Inte
rest
Lev
el
SpecialInterestGroup
Niche PartyMass Party
-
Find yourself
Values Vision Mission
Position yourself Motivating Credible Unique
Defi
ne L
eade
r
What is your story?
Values
Challenger Incumbent
-
Values
Goals
Actions
Long Term Goal
Short Term
Goals
Defi
ne L
eade
r
-
Brand Promise Statement
What you will do
How you will do it
Why it matters
Foundational ThemesPosition Promise for Success Key elements of
character
Adjective 1Adjective 2 Adjective 3 Adjective 4 Adjective 5
Adjective 6 Adjective 7
Brand / Values - Expression Model
1
23
Defi
ne V
alue
s
-
Alignment with values of constituencies is critical
Alig
nmen
t
Nation
Party
Leader
-
Dignity of the Person Individualism and LibertyRight to
Self-ActualizationEmpowered Citizens
Maintain Free Market Protect Property Rights Duty of Good Faith
Economic Sovereignty
Servant to Will of People Limited & LocalistFiscal
ResponsibilityNational Sovereignty
Natural Social Evolution Enduring Moral Order Accept
Imperfectability National Uniqueness
Individual
StateSociety
EconomyPrudence
Temperance
Justice
Fortitude
Defi
ne P
rogr
am
-
Define opponents Values Vision
Position opponents Differentiate Create FUD
Defi
ne O
ppon
ent
What is their story?
Values
Negative Positive
-
Voter and Partynational aspirations
must align
SegmentationTarget Market
Defi
ne V
oter
s
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
Und
erst
and
Vote
rEach voter asks themselves the following question:
-
Targ
et V
oter Constituencies
-
NeutralPlanned Market Free MarketEconomic Issues
Dist
ribut
ion Progressives
Conservatives
-
NeutralDist
ribut
ion
Economic IssuesPlanned Market Free Market
Most voters are in the middle
-
NeutralPlanned FreeIssues
Issu
es
SocialEconomic
Multiple Variables
Cons
erva
tive
Prog
ress
ive
-
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
-
Defi
ne P
arty
Segmentation
Low Medium High18-26
27-39
40-60
61+Large
Small
Medium
Income
Age
-
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
AgeOpponent
You
-
Proc
ess
Promo/on Mix
Promote
Define
Earn
-
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Election CampaignPromote it Promote itPromote it
Election CampaignPromote it Promote itPromote it
KeepPromoting
PromoMixPromo
Mix
Boug
ht
Earn
ed
Even
ts
-
SwingProgressive Conservative
Find
Aud
ienc
e
Decided
Undecided
-
Find
Aud
ienc
e
Persuadable
ApatheticUndecided
Decided
PersuasionMobilization
40% decided
independentwill not vote
-
branding is not about the channels usedit is about the
coherent messageput through the channels
-
Cam
paig
ns
Be genuineLove what you doShare your values
-
Prom
o St
rate
gy Challenger
Change
Negative
IncumbentContinuity
Positive
Persuasion Mobilization
Reason Emotion
Paid Earned
-
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Election
Campaign
Positive CampaignEducate Negative
Feel
-
Act nationalspeaklocal
-
Voter Awareness
Interest / Opinion
Consideration
Preference
Vote Intention
VoteLoyalty
VoterAdvocacy
handoff
handoff
Votin
g Fu
nnel
Air War(Marketing)
GroundWar
(Sales)
Benefits+ W.o.M. Volunteers Donation Lower costs
-
Air War
Ground War
Elec
tion
Day
Build Brand
Build Database
Get
Out
To
Vote
Paid Media
Earned Media Leader Debate
Cross-Country Tour
Publicity
Paid Media
Fina
l Pu
sh
FirstLit Drop
Phone Calls
Social Media
Second Lit Drop
Database Maintenance
Door to DoorCam
paig
n St
art
Local
National
Centralized
DecentralizedCam
paig
n Fr
onts
Pre-
Cam
paig
n
-
Your
Sto
ry
CharacterCapability
Policy
Reason Emotion
-
Stor
y Th
emes
Aspirations by challenger
Accomplishmentsby incumbent
2008
2012
-
Bran
d St
ory
CharactersHero + Villain
Setting
Problem
Sequence of Events
Solution
ThemeAuthors message
PlotUnderstanding
YourselfUnderstandingYour Segment
-
Bran
d St
ory
4 CStorytelling
Connection Comprehension
Credibility Contagiousness
-
Stor
y A
rc
Story development
Good
Bad
-
Sym
bols
-
Cam
paig
ns
Brand
Product
PlacePrice
Promotion Mix
Adv
ertis
ing
Publ
icity
Even
ts
This is thevisibleelection
campaign
K.I.S.S.Soc
ial M
edia
-
Cam
paig
ns
YOU are the best story teller
Tell YOUR
story
-
Think visual
A picture is worth1,000 words
+ an emotion
-
Cam
paig
ns
Promote
Define
Earn Brand
-
Earn
It
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Brand is builtbetween campaigns
Earn it
Brand Management
-
Cont
inue
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Hibernate
-
If you start campaigning on the
first day of the official election campaign you WILL lose!
-
Bran
d
TrustReputation
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.
-
Expe
rienc
e
Did you improveStandard of living?
-
Foun
datio
n
TrustAlways 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
PreferenceVOTE
Bran
ding
Fun
nel
Viral LoopInfluencers Ambassadors SaboteursLawn Signs
Donations
Volunteers
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defi
ne
Expe
ctat
ion
Prom
ote
Expe
rienc
eEa
rn
-
Awareness
Consideration
Preference
VOTE
Bran
ding
Fun
nel
Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
Adapted from Steve Blank
Paid MediaMass market prospectsRaising awareness
Owned MediaYour decided votersKeeping them happy
Earned MediaYour fans and advocatesKeep them influencing
-
Influ
ence
Rip
ples
David Armano
1
3 3
3
3
3
4
4
4
4
4 4
4
4
4
4
2
2
2 1
3
4
4
2
-
Repe
titio
n
Brand
Promote
Define
Earn
OHen
Occasiona
lly
-
Alig
nmen
t
Long Term Coor
dination
-
Publ
ic R
elat
ions
CrisisManagement
-
Prom
ises
Not
Kep
t
-
Bran
d Im
age
0
10
20
30
40
50
60
70
80
90
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
-
Dis
illus
ionm
ent
-
Deliver on your brand promise Deliver the unexpected Deliver
consistency
Sum
mar
y
Extrem
e Brand Loyalty
Defin
e it
Prom
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
CommunicationsBr
and
Team
ValuesEssence
Customer DefinePromote
Earn
-
"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
-
Developing a Poli-cal Brand
Part 3: Branding in Poli/cs
eljko Zidari Civic Innova-on Incubator June 27, 2014
I inkubator
-
Act
ivist
s
Charlie Chaplin on Wall Street 1918
-
Vide
o In
dex
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
-
Cam
paig
ns
Brand
Promote
Define
Earn
-
Bran
d M
gt
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Permanent Campaign
Brand is builtbetween elections
Service Provision
ElectionCampaign
ElectionCampaign
-
Bran
d M
gt
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Permanent Campaign
Service Provision
Push Push
Pull
-
Awareness
Channels
CampaignPre-Campaign
Research Organization Budget Press Survey
Campaign Strategy
Elec
tion
Interest Understanding Engage Mobilize
Information
A
R & D
Management B
Phase
Create
Provide
Using
Elec
tion
Cam
paig
n
Air War Ground War
-
Awareness
Channels
CampaignPre-Campaign
Research Organization Budget Press Survey
Campaign Strategy
Elec
tion
Interest Understanding Engage Mobilize
Information
A
R & D
Management B
Phase
Create
Provide
Using
Elec
tion
Cam
paig
n
Air War Ground War
WHY?
-
Mes
sage
Win
s
Actionnot just ideas
-
Mes
sage
Win
s
Weak Strong
Wea
kSt
rong
Message
Mec
hani
cs
-
Mes
sage
Win
s
MessageWeak Strong
Wea
kSt
rong
VisionStory
Mec
hani
cs
-
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
kSt
rong
PlanExecution
-
Mes
sage
Win
s
MessageWeak Strong
Wea
kSt
rong
Mec
hani
cs
-
Mes
sage
Win
s
MessageWeak Strong
Wea
kSt
rong
Mech
anic
s
-
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
kSt
rong
-
Mes
sage
Win
s
MessageWeak Strong
Wea
kSt
rong
Mec
hani
cs
-
Core Intangible Values Moral view Complex plan
Stakeholder dependent Difficult to measure
Team
CustomersBr
and
Part
s
Program
Values
-
Leader make tangible
the intangible humanize
the abstractThe true judge of character is not what a person
says, but what a person does.
Team
CustomersBr
and
Part
s
Program
ValuesLeader
-
Branding is about disciplineshape events
rather than react
-
Proc
ess
Promote
Define
Earn
Marke/ng Mix
-
Dev
elop
men
t
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tionDefine it Redefine it
(if necessary)
Marketing Mix
Marketing Mix
ProductPricePlacePromotion
-
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
-
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
ChangingMarket
-
Mar
ketin
g4 Csof PoliticalMarketing
4Ps of MarketingProductPricePlacePromotion
Cause
Constituencies
ComparativeAdvertising
CelebrityEndorsement
-
Typical Leader Team Voters
Recommended Values Voters Leader Team
Defi
ne
Values
Leader
Team
Voters
-
Issues
Defi
ne P
arty
Inte
rest
Lev
el
Market
Values
-
Issues
Defi
ne P
arty
Inte
rest
Lev
el
SpecialInterestGroup
Niche PartyMass Party
-
Find yourself
Values Vision Mission
Position yourself Motivating Credible Unique
Defi
ne L
eade
r
What is your story?
Values
Challenger Incumbent
-
Stor
y
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
Goals
Defi
ne L
eade
r
Values
Goals
Actions
-
Alignment with values of constituencies is critical
Alig
nmen
t
NationParty
Leader
-
Nation
Out of TouchA
lignm
ent
Party
-
Neg
ativ
e ad
s
Stay humble and remember your roots.
-
Brand Promise Statement
What you will do
How you will do it
Why it matters
Foundational ThemesPosition Promise for Success Key elements of
character
Brand / Values - Expression Model
1
23
Defi
ne V
alue
s
-
Brand Promise Statement
What you will do
How you will do it
Why it matters
Foundational ThemesPosition Promise for Success Key elements of
character
Adjective 1Adjective 2 Adjective 3 Adjective 4 Adjective 5
Adjective 6 Adjective 7
Brand / Values - Expression Model
1
23
Defi
ne V
alue
s
-
Choo
se W
ords
Word Choice
Tone
-
Brand Promise Statement
Obama = ChangeClinton 92 = Its the economy, stupidClinton 96 =
Bridge to 21st CenturyReagan = Supply side economicsBush Jr =
Compassionate conservativeBush Sr = Read my lips, no new taxes +
continuity from ReaganGingrich = Contract with AmericaGore did not
own a concept so not elected
Brand / Values - Expression Model
1D
efine
Val
ues
-
Dignity of the Person Individualism and LibertyRight to
Self-ActualizationEmpowered Citizens
Maintain Free Market Protect Property Rights Duty of Good Faith
Economic Sovereignty
Servant to Will of People Limited & LocalistFiscal
ResponsibilityNational Sovereignty
Natural Social Evolution Enduring Moral Order Accept
Imperfectability National Uniqueness
Individual
StateSociety
EconomyPrudence
Temperance
Justice
Fortitude
Defi
ne P
rogr
am
-
Tim
elin
e
Time
Relevance
New Leader Experienced Leader
Party
Leader
-
Voter and Partynational aspirations
must align
SegmentationTarget Market
Defi
ne V
oter
s
Values
Voters
-
Und
erst
and
Vote
r
-
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
Und
erst
and
Vote
rEach voter asks themselves the following question:
-
Targ
et V
oter Constituencies
-
NeutralPlanned Market Free MarketEconomic Issues
Dist
ribut
ion Progressives
Conservatives
-
NeutralDist
ribut
ion
Economic IssuesPlanned Market Free Market
Most voters are in the middle
-
NeutralPlanned FreeIssues
Issu
es
SocialEconomic
Multiple Variables
Cons
erva
tive
Prog
ress
ive
-
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
-
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
-
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
A
B
C
-
Defi
ne V
oter
as segmentation variables increase
ComplexityIncreases
-
Defi
ne P
arty
Segmentation
Low Medium High18-26
27-39
40-60
61+Large
Small
Medium
Income
Age
-
Defi
ne P
arty
Segmentation
Low Medium High18-26
27-39
40-60
61+
MassMarket
Niche
Income
Age
Be the bestRight group
FocusExperience
Over-deliver
-
Defi
ne P
arty
Segmentation
Low Medium High18-26
27-39
40-60
61+Mass
Small
Income
Age
Niche
-
Define opponents Values Vision
Position opponents Differentiate Create FUD
Defi
ne O
ppon
ent
What is their story?
Values
Negative Positive
-
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
AgeOpponent
You
-
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
AgeOpponent
You
-
Proc
ess
Promo/on Mix
Promote
Define
Earn
-
branding is not about the channels usedit is about the
coherent messageput through the channels
-
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Election CampaignPUSHPromote Promote
Election CampaignPUSHPromote Promote
KeepPromoting
PromoMix Bought
EarnedEvents
-
SwingProgressive Conservative
Find
Aud
ienc
e
Decided
Undecided
-
Find
Aud
ienc
e
Persuadable
ApatheticUndecided
Decided
PersuasionMobilization
40% decided
independentwill not vote
-
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Election
Campaign
Positive CampaignEducate Negative
Feel
-
Neg
ativ
e ad
s
-
Voter Awareness
Interest / Opinion
Consideration
Preference
Vote Intention
VoteLoyalty
VoterAdvocacy
handoff
handoff
Votin
g Fu
nnel
Air War(Marketing)
GroundWar
(Sales)
Benefits+ W.o.M. Volunteers Donation Lower costs
-
Air War
Ground War
Elec
tion
Day
Build Brand
Build Database
Get
Out
To
Vote
Paid Media
Earned Media Leader Debate
Cross-Country Tour
Publicity
Paid Media
Fina
l Pu
sh
FirstLit Drop
Phone Calls
Social Media
Second Lit Drop
Database Maintenance
Door to DoorCam
paig
n St
art
Local
National
Centralized
DecentralizedCam
paig
n Fr
onts
Pre-
Cam
paig
n
-
Act nationalspeaklocal
-
Cam
paig
ns
Be genuineLove what you doShare your valuesEmotions
-
Your
Sto
ry
CharacterCapability
Policy
Reason Emotion
-
Your
Sto
ry
You
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?
-
Stor
y Th
emes
Aspirations by challenger
Accomplishmentsby incumbent
2008
2012
-
Bran
d St
ory
CharactersHero + Villain
Setting
Problem
Sequence of Events
Solution
ThemeAuthors message
PlotUnderstanding
YourselfUnderstandingYour Segment
-
Bran
d St
ory
4 CStorytelling
Connection Comprehension
Credibility Contagiousness
-
Sym
bols
-
Prom
o St
rate
gy
Negative Positive
Persuasion Mobilization
Reason Emotion
Push Pull
Continuity Change
Paid Earned
-
Cam
paig
ns
Brand
Product
PlacePrice
Promotion Mix
Adv
ertis
ing
Publ
icity
Even
ts
This is thevisibleelection
campaign
K.I.S.S.Soc
ial M
edia
-
Cam
paig
ns
E-DayC-start???
When to start? - The sooner the better, but .
Resources
Broke
Too early?
Too late?
-
Cam
paig
ns
YOU are the best story teller
Tell YOUR
story
-
Stor
y A
rc
Story development
Good
Bad
-
If you start campaigning on the
first day of the official election campaign you WILL lose!
-
Cam
paig
ns
Promote
Define
Earn Brand
-
Earn
It
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Brand is builtbetween campaigns
Earn it
Brand Management
-
Cont
inue
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Hibernate
-
Bran
d
TrustReputation
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.
-
Foun
datio
n
TrustAlways act
with honesty and integrity
Keep your promises
Look out for interests of others,
not just your own
Openness in communication
with everyone
-
Expe
rienc
e
Did you improveStandard of living?
-
Awareness
Consideration
PreferenceVOTE
Bran
ding
Fun
nel
Viral LoopInfluencers Ambassadors SaboteursLawn Signs
Donations
Volunteers
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defi
ne
Expe
ctat
ion
Prom
ote
Expe
rienc
eEa
rn
-
Awareness
Consideration
Preference
VOTE
Bran
ding
Fun
nel
Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
Adapted from Steve Blank
Paid MediaMass market prospectsRaising awareness
Owned MediaYour decided votersKeeping them happy
Earned MediaYour fans and advocatesKeep them influencing
-
Influ
ence
Rip
ples
David Armano
1
3 3
3
3
3
4
4
4
4
4 4
4
4
4
4
2
2
2 1
3
4
4
2
-
Repe
titio
n
Brand
Promote
Define
Earn
OEen
Occasiona
lly
-
Alig
nmen
t
Long Term Coor
dination
-
Publ
ic R
elat
ions
CrisisManagement
-
Prom
ises
Not
Kep
t
-
Deliver on your brand promise Deliver the unexpected Deliver
consistency
Sum
mar
y
Extrem
e Brand Loyalty
Defin
e it
Prom
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
CommunicationsBr
and
Team
ValuesEssence
Customer DefinePromote
Earn
-
"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.
-
Cont
act Zeljko Zidaric
Civic Innova-on Incubator [email protected]
