Political Branding part 2
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This slideshow goes with this video https://www.youtube.com/watch?v=HSi6Pu4qVlE It is clear that the phenomenon of brand equity and brand management are relevant in the political product (politician) development space
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Political Branding part 2
- 1. Developing a Poli-cal Brand Part 2: Does Brand Apply in Poli4cs? Željko Zidarić Civic Innova-on Incubator June 26, 2014 I inkubator
- 2. Activists
- 3. Video Index 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
- 4. Purchase
- 5. 30% already decided 20% persuadable 10% might not vote 40% will not vote Objective Find Persuade Mobilize 50% +1
- 7. Effectiveness 33% 30% 39% 32% 45% 60% 37% 29% 75% Progressive Centrist Conservative Votes Popularity Persuasion Air War Turnout Mobilization Ground War
- 8. symbols colors slogans language ambassadors jingles Brand & Shadow images The Brand The Shadow values actions WHY > What
- 9. Communications Experience Product Brand Customer Team Values Essence
- 10. Brand is the values at the heart of the party, its very core.
- 11. Same Strategy Different Tactics Selling Politicians Part 2
- 12. Political Party Unique Values Organized Representative
- 13. Government
- 14. Brand Equity Commodity Low High Day -1 of Campaign Loyalty (Volume) + Decided Higher Price + Donors Advocates + Volunteers + Influencers
- 15. Influence Brand Influence on Consumer Duration Effect Theory Introduction Growth Maintenance
- 16. Sean Duffy The Duffy Agency. Brand Equity Iner-a Awareness Advocacy Loop Brand Equity Cycle Acquisi4on Understanding Interest Trust Advocacy Belief Trial Loyalty Affinity Reten4on
- 17. Brand Equity 45-60% of people know who they will vote for on the first day of the election campaign
- 18. Americans’ Party Affiliation by Age 80% 60% 40% Weak Affiliation 18-29 30-39 40-49 50-59 60-69 70-79 80+ Years of Age 20% Strong Affiliation Source: General Social Survey Voter Trends Reality
- 19. Americans’ Party Affiliation by Age 40% 30% 20% 10% Strong Democrat Weak Democrat Weak Republican Strong Republican Voter Trends 18-29 30-39 40-49 50-59 60-69 70-79 80+ Source: General Social Survey Years of Age
- 20. Voter Trends Generations Identifying as Independent 45% 42% Millennial 90 94 98 02 06 10 34% 27% Pew Research Center 2012 Values Survey Gen X Boomers Silent
- 21. Voter Trends How the Generations Identify Republicans 90 94 98 02 06 10 S B X M Democrats S = Silent B = Boomer X = Gen X M = Millennial 90 94 98 02 06 10 Pew Research Center 2012 Values Survey
- 22. The Leaders
- 23. The Team
- 24. The Industry % High or Very 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 Q. How you would rate the honesty and ethical standards of Members of Congress. Bush Sr Clinton Bush Jr Obama High Very High Elections President Congress Source: Gallup
- 25. Brand Image 90 80 70 60 50 40 30 20 10 0 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.
- 26. Voter Turnout 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1960 1964 1968 1972 1976 1980 1984 1988 1992 1996 2000 2004 2008 2012 Voter Trends 60% JFK / LJ Nix/Ford JC Reagan Bush Clinton Bush Jr Obama 56% 57% 58%
- 27. Disillusionment
- 28. Brand Equity Hard to build Easy to destroy
- 29. Foundation Barriers to entry • Organization • Resources • Brand Equity
- 30. Life Cycle Product or Brand Life Cycle Product Development Introduction Growth Maturity Decline Value Period Marketing Investment Brand Awareness
- 31. Adoption Curve 1% 9% 20% 30% 40% Innovators Early Adopters Early Majority Late Majority Management Laggards It won’t happen overnight
- 32. Brand Inertia Canada: Conservative Party Decline 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 1984 1988 1993 1997 2000 2004 2006 2008 2011 Votes per Party Election Year Liberals Center-Left Conservatives Center-Right New Democrats Left
- 33. Brand Inertia Canada: Reform Party “Saves the Right” 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 Liberals Center-Left Conservatives Center-Right 1984 1988 1993 1997 2000 2004 2006 2008 2011 Votes per Party Election Year New Democrats Left Reform Right NEW Conservatives Center-Right Merger Re-brand
- 34. Political Brand Ralph Nader 1996, 2000, 2004, 2008 Ross Perot 1992
- 35. Political Brand
- 36. Video Index 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
- 37. Contact Zeljko Zidaric Civic Innova-on Incubator zzidaric@gmail.com