Embed Size (px)
DESCRIPTION
Does the concept of a brand exist in politics? Link to videos http://www.domovod.info/entry.php?106 I say YES - because a brand is fundamentally about a set of values and a long term relationship between a company and customer. That company can provide goods or services - and the services can be political. I think that the concept of brand and especially brand management and brand equity might be more relevant in politics than anywhere else. I have made a series of three videos. Part 1: The basics of brands in business https://www.youtube.com/watch?v=UzS3jUywcQk Part 2: Does the phenomenon of brands exist in politics? https://www.youtube.com/watch?v=HSi6Pu4qVlE Part 3: Brand management in politics https://www.youtube.com/watch?v=tvotlu4wpv8 This set of slides includes the slides from all three videos
Citation preview
Developing a Poli-cal Brand
Part 1: Brand Theory
Željko Zidarić Civic Innova-on Incubator June 16, 2014
I inkubator
Act
ivist
s
Vide
o In
dex
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
Vide
o O
bjec
tive
High level + generic branding focus
Dig
Area of Interest
Intr
oduc
tion
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
Succ
ess
Key
Conc
ept
Business Civics
P2C G2C B2B B2C
Big
Pict
ure
Candidate Campaign
Party
Conserva;sm P2C Interconnectedness • Time • Place
Mood Trust About Us Alignment
Part
1 Se
lling
Soa
p
Stan
d O
ut Commodity
CluGer
Brand
Diff
eren
tiatio
n
Different
Goo
d Good But
Not Different
Good And
Different
Not Good And
Not Different
Different But
Not Good
✓ Size Quality Func-onality Availability Price
Segm
enta
tion
Target Market
Exam
ples
Magical Escape Mexican Value
Cool Innova4on Op4mism & Upli9
Tradi4on Affordable Quality
Third Space Experience
science + art
Branding is equal parts
Team Brand
Bran
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
Orig
ins
Brand from Old Norse brandr meaning "to burn"
Defi
nitio
n A brand is • promise to deliver • warranty of quality • complex symbol -‐ Philip Kotler Marke-ng Management
Brand
Personality
Customer
Old Part
New Part
Physiological
Safety
Social
Esteem
SA M
aslo
w’s
Nee
ds
Old brand focus
New brand focus
Old
vs N
ew
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
Defi
nitio
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
Obj
ectiv
es
✓ Think less
Feel more
Act posi4ve
symbols
slogans colors
jingles
ambassadors
language
Bran
d Sh
adow
image
The Shadow Iden-ty The Brand
values ac;ons
Repu
tatio
n Promise
Reputa;on
Adv
ocat
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
Port
folio
Fighter
Flanker Flanker
Pres-ge
Bas-on Brand
Luxury
Premium
Budget
Brand PorTolio Model
Port
folio
Fatig
ue
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Buy
Brand Loyalty
Escape Decision Fa4gue
Triv
ia
Team Brand Equity
Brand
Bran
d Eq
uity
Value • brand awareness • perceived quality • brand associa4ons • influence • brand loyalty
Bran
d Eq
uity
Bad Good
Commodity
+ Price + Volume + Advocacy
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
Bill Moran
Brand Equity
Effec-ve Market share
Rela-ve Price Ra-o Durability
Bran
d Eq
uity Brand Equity Index
Young and Rubicam
Brand Equity
Differen-a-on Relevance Esteem Knowledge
Bran
d Eq
uity Brand Asset Valuator
Brandt and Johnson, 1997
Bran
d Eq
uity
Brand Equity
Image & Personality
Associations Availability
Preference
Loyalty Awareness
Familiarity
Bran
d Eq
uity
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?
Bran
d Eq
uity
Awareness
The Blake Project
Brand Insistence
Bran
d Eq
uity
q1 q2
p1
p2
Quan;ty
Price
Economist View
Posi-ve Equity q2 > q1
p2 > p1
brand equity comes from
brand loyalty
Team Brand Equity
Brand Branding
Bran
d Managing Brand Equity
Branding is about psychology not technology
Bran
ding
Align
Promise
Love
Cur
ve
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
Start
Des-na-on
Beloved Brands
Ado
ptio
n Cu
rve
Innovators Early Adopters
Early Majority
Late Majority
Laggards 2.5% 13.5% 34% 34% 16%
Managem
ent
1% 9% 20% 30% 40%
Hyp
e Cy
cle
Trigger
Peak of Inflated
Expecta-ons
Trough of Disillusionment
Slope of Enlightenment
Plateau of Produc-vity
Trash Heap of Failure
Hype
Period Gatner
Life
Cyc
le
Product Development Introduction Growth Maturity Decline
Value
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
Funn
el P
roce
ss
Marke;ng
Sales
Awareness
Considera-on
Preference
Purchase
Bran
ding
Fun
nel
Viral Loop Influencers • Ambassadors • Saboteurs Up-‐sell
Next-‐sell
Cross-‐sell
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defin
e Ex
pecta
tion
Prom
ote
Expe
rience
Earn
Vira
l Loo
p BB Death Spiral
Adv
ocat
es
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)
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
2
3
4
Influence Levels
Dr. Robert Cialdini
Pers
uasi
on Liking
Reciprocity
Consensus
Scarcity
Authority
Principles of Persuasion
Consistency Commitment
Obs
esse
d
Innovators Early Adopters
Early Majority
2.5% 13.5% 34%
Jump the Gap
The Obsess
ed
Mass Market
Cura
ted
Crow
ds
-‐sourcing -‐vo;ng -‐funding
It can take 30 years to build a great brand, but only
30 days to knock it down.
Cam
paig
ns
Promote
Define
Earn
Cam
paig
ns Product
Place Price
Promo;on
• Medium term • Benefits • Strategic-‐Push Strat • Find customers De
fine
Marke;ng Programs
Cam
paig
ns Product
Place Price
Promo;on
• Medium term • Benefits • Strat -‐ Push Strategy • Find customers
Defin
e
Promo;on Mix
Adver;sing
Publicity
Co
upon
s • Short term • AYributes • Tactical - Push Strat • Stimulate Purchases
Prom
ote
Marke;ng
• Medium term • Benefits • Strat -‐ Push Strategy • Find customers
Cam
paig
ns
Public Rela;ons
Promo-ons
Adver-sin
g Pu
blicity
Co
upon
s
Marke;ng
Branding Earn
Alignm
ent
Alignment
Customer
• Short term • AYributes • Tac-cal -‐ Push Strategy • S-mulate customers to buy
• Long Term • Values • Strategic -‐ Pull strat • Customer Loyalty
Bran
d St
ory
MarCom Brand Equity
Advertising
Sales-Promos
Events-Exp
PR-Publicity
Interactive
W.o.M.
Per. Selling
Awareness
Dir. Mkting
Image
Response
Relationship
Bran
d St
ory
Branding is image aWer image
Bran
d Ca
mpa
ign
Prom
o
Prom
o
Prom
o
Prom
o
Marke-ng Campaign Prom
o
Prom
o
Prom
o
Prom
o
Marke-ng Campaign
Prom
o
Prom
o
Prom
o
Prom
o
Prom
o
Marke-ng Campaign
Prom
o
Branding Campaign
Alig
nmen
t N
S
N
S
N
S
N
S
No Force Force
N
S N S
N S
✓ ✗
It’s about discipline
Min
dsha
re Don't buy market share…
figure out how to earn it. -‐ Philip Kotler
Market share Follows Mindshare
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
Željko Zidarić 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
e Find
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%
Turnout Mobilization Ground War
Popularity Persuasion Air War
Votes
symbols
slogans colors
jingles ambassadors
language
Bran
d &
Sha
dow
images
The Shadow The Brand
values actions
WHY > What
Product
Experience
Communications Br
and
Team
Values Essence
Customer
Brand is the values at the heart of the party,
its very core.
Same Strategy Different Tactics
Part
2
Selli
ng P
oliti
cian
s
Polit
ical
Par
ty
Unique Values
Organized Representative
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
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
20%
40%
60%
80%
Strong Affiliation
Weak Affiliation
Source: General Social Survey
Americans’ Party Affiliation by Age Vo
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
Millennial Gen X
Boomers Silent
Vote
r Tre
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
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 Jr Obama
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 Turnout Vo
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 entry • Organization • Resources • Brand Equity
Life
Cyc
le
Product Development
Introduction Growth Maturity Decline
Valu
e
Period
Marketing Investment
Brand Awareness
Product or Brand Life Cycle
Ado
ptio
n Cu
rve
Innovators Early Adopters
Early Majority
Late ���Majority
Laggards
Managem
ent
1% 9% 20% 30% 40%
It won’t 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
Conservatives���Center-Right
New Democrats���Left
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
Conservatives���Center-Right
New Democrats���Left
Reform Right
NEW Conservatives���Center-Right
Merger���Re-brand
Polit
ical
Bra
nd
Ralph Nader 1996, 2000, 2004, 2008
Ross Perot 1992
Brand Equity Hard 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 built between elections
Service Provision
Push Push Pull
Awareness
Channels
Campaign Pre-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
k St
rong ✓
✓ ✓
✗ ✗
Core • Intangible • Values • Moral view • Complex plan
• Stakeholder dependent • Difficult to measure
Team
Customers Br
and
Part
s
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.
Team
Customers Br
and
Part
s
Program
Values Leader
Branding is about discipline shape 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
tion Define it Redefine it ���
(if necessary)
Marketing Mix
Marketing Mix
Product Price Place Promotion
Mar
ketin
g 4 Cs of Political Marketing
4Ps of Marketing • Product • Price • Place • Promotion
Cause
Constituencies
Comparative Advertising
Celebrity Endorsement
Typical • Leader • Team • Voters
Recommended • Values • Voters • Leader • Team
Defi
ne
Values
Leader
Team
Voters
Issues
Defi
ne P
arty
Inte
rest
Lev
el
Special Interest Group
Niche Party Mass 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 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
1
2 3
Defi
ne V
alue
s
Alignment with values of constituencies is critical
Alig
nmen
t
Nation
Party
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
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 Party national aspirations���
must align
Segmentation Target 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
r Each voter asks themselves the following question:
Targ
et V
oter Constituencies
Neutral Planned Market Free Market Economic Issues
Dist
ribut
ion Progressives
Conservatives
Neutral Dist
ribut
ion
Economic Issues Planned Market Free Market
Most voters are in the middle
Neutral Planned Free Issues
Issu
es
Social Economic
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 High 18-26
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
Age Opponent
You
Proc
ess
Promo/on Mix
Promote
Define
Earn
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Election Campaign Promote it ���Promote it Promote it
Election Campaign Promote it ���Promote it Promote it
Keep Promoting
Promo Mix Promo
Mix
Boug
ht
Earn
ed
Even
ts
Swing Progressive Conservative
Find
Aud
ienc
e
Decided
Undecided
Find
Aud
ienc
e
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
Cam
paig
ns
Be genuine Love what you do Share your values
Prom
o St
rate
gy Challenger
Change
Negative
Incumbent Continuity
Positive
Persuasion Mobilization
Reason Emotion
Paid Earned
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Election
Campaign
Positive Campaign Educate Negative
Feel
Act national speak local
Voter Awareness
Interest / Opinion
Consideration
Preference
Vote Intention
Vote Loyalty
Voter Advocacy
handoff
handoff
Votin
g Fu
nnel
Air War (Marketing)
Ground War
(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
First Lit Drop
Phone Calls
Social Media
Second Lit Drop
Database Maintenance
Door to Door Cam
paig
n St
art
Local
National
Centralized
Decentralized Cam
paig
n Fr
onts
Pre-
Cam
paig
n
Your
Sto
ry
Character Capability
Policy
Reason Emotion
Stor
y Th
emes
Aspirations by challenger
Accomplishments by incumbent
2008
2012
Bran
d St
ory
Characters Hero + Villain
Setting
Problem
Sequence of Events
Solution
Theme Author’s message
Plot Understanding
Yourself Understanding Your Segment
Bran
d St
ory
4 C Storytelling
Connection Comprehension
Credibility Contagiousness
Stor
y A
rc
Story development
Good
Bad
Sym
bols
Cam
paig
ns
Brand
Product
Place Price
Promotion Mix
Adv
ertis
ing
Publ
icity
Even
ts
This is the visible election
campaign
K.I.S.S. Soci
al M
edia
Cam
paig
ns
YOU are the best story teller
Tell YOUR
story
Think visual���
A picture is worth 1,000 words���
+ an emotion
Cam
paig
ns
Promote
Define
Earn Brand
Earn
It
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Brand is built between 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
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.
Expe
rienc
e
Did you improve Standard of living?
Foun
datio
n
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
Bran
ding
Fun
nel
Viral Loop Influencers • Ambassadors • Saboteurs Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defi
ne
Expe
ctat
ion
Prom
ote
Expe
rienc
e Ea
rn
Awareness
Consideration
Preference
VOTE
Bran
ding
Fun
nel
Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
Adapted from Steve Blank
Paid Media Mass market prospects Raising awareness
Owned Media Your decided voters���Keeping them happy
Earned Media Your fans and advocates���Keep 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 Coordination
Publ
ic R
elat
ions
Crisis Management
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
Communications Br
and
Team
Values Essence
Customer Define Promote
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
Željko Zidarić 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 built between elections
Service Provision
Election Campaign
Election Campaign
Bran
d M
gt
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
‘Permanent Campaign’
Service Provision
Push Push
Pull
Awareness
Channels
Campaign Pre-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
Campaign Pre-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
Action not just ideas
Mes
sage
Win
s
Weak Strong
Wea
k St
rong
Message
Mec
hani
cs
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong
Vision Story
Mec
hani
cs
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
k St
rong
Plan Execution
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
Mec
hani
cs
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
✓ Mec
hani
cs
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
k St
rong ✓ ✓
✓
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
✓ ✓
✗ ✗ Mec
hani
cs
Core • Intangible • Values • Moral view • Complex plan
• Stakeholder dependent • Difficult to measure
Team
Customers Br
and
Part
s
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.
Team
Customers Br
and
Part
s
Program
Values Leader
Branding is about discipline shape 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
tion Define it Redefine it ���
(if necessary)
Marketing Mix
Marketing Mix
Product Price Place Promotion
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
Changing Market
Mar
ketin
g 4 Cs of Political Marketing
4Ps of Marketing • Product • Price • Place • Promotion
Cause
Constituencies
Comparative Advertising
Celebrity Endorsement
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
Special Interest Group
Niche Party Mass 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
Nation Party
Leader
✓
Nation
Out of Touch A
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 Themes Position Promise for Success Key elements of character
Brand / Values - Expression Model
1
2 3
Defi
ne V
alue
s
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
1
2 3
Defi
ne V
alue
s
Choo
se W
ords
Word Choice
Tone
Brand Promise Statement
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
Brand / Values - Expression Model
1 D
efine
Val
ues
• 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
Defi
ne P
rogr
am
Tim
elin
e
Time
Relevance
New Leader Experienced Leader
Party
Leader
Voter and Party national aspirations���
must align
Segmentation Target 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
r Each voter asks themselves the following question:
Targ
et V
oter Constituencies
Neutral Planned Market Free Market Economic Issues
Dist
ribut
ion Progressives
Conservatives
Neutral Dist
ribut
ion
Economic Issues Planned Market Free Market
Most voters are in the middle
Neutral Planned Free Issues
Issu
es
Social Economic
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
Complexity Increases
Defi
ne P
arty
Segmentation
Low Medium High 18-26
27-39
40-60
61+ Large
Small
Medium
Income
Age
Defi
ne P
arty
Segmentation
Low Medium High 18-26
27-39
40-60
61+
Mass Market
Niche
Income
Age
Be the best Right group
Focus Experience
Over-deliver
Defi
ne P
arty
Segmentation
Low Medium High 18-26
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
Age Opponent
You
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age Opponent
You
Proc
ess
Promo/on Mix
Promote
Define
Earn
branding is not about ���the channels used it is about the
coherent message put through the channels
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Election Campaign PUSH���Promote Promote
Election Campaign PUSH Promote Promote
Keep Promoting
Promo Mix Bought
Earned Events
Swing Progressive Conservative
Find
Aud
ienc
e
Decided
Undecided
Find
Aud
ienc
e
Persuadable
Apathetic Undecided
Decided
Persuasion Mobilization
40% decided ���
independent will not vote
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Election
Campaign
Positive Campaign Educate Negative
Feel
Neg
ativ
e ad
s
Voter Awareness
Interest / Opinion
Consideration
Preference
Vote Intention
Vote Loyalty
Voter Advocacy
handoff
handoff
Votin
g Fu
nnel
Air War (Marketing)
Ground War
(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
First Lit Drop
Phone Calls
Social Media
Second Lit Drop
Database Maintenance
Door to Door Cam
paig
n St
art
Local
National
Centralized
Decentralized Cam
paig
n Fr
onts
Pre-
Cam
paig
n
Act national speak local
Cam
paig
ns
Be genuine Love what you do Share your values Emotions
Your
Sto
ry
Character Capability
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
Accomplishments by incumbent
2008
2012
Bran
d St
ory
Characters Hero + Villain
Setting
Problem
Sequence of Events
Solution
Theme Author’s message
Plot Understanding
Yourself Understanding Your Segment
Bran
d St
ory
4 C Storytelling
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
Place Price
Promotion Mix
Adv
ertis
ing
Publ
icity
Even
ts
This is the visible election
campaign
K.I.S.S. Soci
al M
edia
Cam
paig
ns
E-Day C-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 built between campaigns
Earn it
Brand Management
Cont
inue
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Hibernate
Bran
d
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.
Foun
datio
n
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
Expe
rienc
e
Did you improve Standard of living?
Awareness
Consideration
Preference VOTE
Bran
ding
Fun
nel
Viral Loop Influencers • Ambassadors • Saboteurs Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defi
ne
Expe
ctat
ion
Prom
ote
Expe
rienc
e Ea
rn
Awareness
Consideration
Preference
VOTE
Bran
ding
Fun
nel
Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
Adapted from Steve Blank
Paid Media Mass market prospects Raising awareness
Owned Media Your decided voters���Keeping them happy
Earned Media Your fans and advocates���Keep 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 Coordination
Publ
ic R
elat
ions
Crisis Management
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
Communications Br
and
Team
Values Essence
Customer Define Promote
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.
