political branding part 2
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Developing a Poli-cal Brand
Part 2: Does Brand Apply in Poli4cs?
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 3: Branding Politics • Define it • Promote it • Earn it
Part 2: Brand in Politics • What is brand • What is politics • Brand equity • Brand development
Purc
hase
10% might not vote
30% already decided
20% persuadable
40% will 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
Acquisi4on
Understanding
Interest
Trust
Trial Belief
Affinity
Loyalty
Advocacy
Reten4on
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
10%
20%
30%
40%
Strong Republican
Strong Democrat
Weak Republican
Weak Democrat
Vote
r Tre
nds
Source: General Social Survey
Americans’ Party Affiliation by Age
18-29 30-39 40-49 50-59 60-69 70-79 80+ Years of Age
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
The
Indu
stry
% 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.
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
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
56% 57% 58%
Dis
illus
ionm
ent
Brand Equity Hard to build
Easy to destroy
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
Polit
ical
Bra
nd
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
Cont
act Zeljko Zidaric
Civic Innova-on Incubator zzidaric@gmail.com
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