iMedia March Brand Summit: How Brands Can Exploit the Digital Roadmap

1. From Principles To Permanent Communities
How Brands Can Exploit the
Digital Roadmap of Political Marketing
Todd Herman
Social Mobilizer @Crowdverb
Former Chief Digital Strategist, Republican National Committee
Todd@CrowdVerb.com
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2. Brand Challenges: National Political Organizations
• Branded Houses in Houses of Brands
• Zero-sum games for houses of brands vs. incremental
victories for house of brands
• Widely divergent “customer” demography, 18+
• News-cycle dependent & accident prone
• Stories sell people & policy, not true in reverse
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3. And yet ....
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4. And yet ....
220,000,000
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5. Principles Make It All Possible
Small Government Active Government
Life Choice
Static Constitution Evolving Constitution
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6. The Political Process
P
I
T
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7. The Political Process
P ersuasion
I
T
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8. The Political Process
P ersuasion
I dentification
T
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9. The Political Process
P ersuasion
I dentification
Turn-out
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10. Example: Net Neutrality
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11. Example: Net Neutrality
The Platform
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12. Example: Net Neutrality
The Platform
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13. Example: Net Neutrality
The Platform
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14. Example: Net Neutrality
The Platform
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15. Quasi-Principle Based Marketing Examples
• Cause Marketing
• “Green”
• The people of Walmart
• Fair Trade
• Family (LDS Church)
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16. Quasi-Principle Based Marketing Examples
• Cause Marketing
• “Green”
Is it Doctrinal?
• The people of Walmart
• Fair Trade
• Family (LDS Church)
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17. Quasi-Principle Based Marketing Examples
• Cause Marketing
• “Green”
Is it Doctrinal?
• The people of Walmart Emotional?
• Fair Trade
• Family (LDS Church)
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18. Quasi-Principle Based Marketing Examples
• Cause Marketing
• “Green”
Is it Doctrinal?
• The people of Walmart Emotional?
• Fair Trade
• Family (LDS Church) Or, Tactical?
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19. Three thought-starting examples
• Net Neutrality
• Convenience Foods
• Bing vs. Google
...with follow-up questions
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20. Example: Net Neutrality
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21. Example: Net Neutrality
Ideas Are Beautiful
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22. Example: Net Neutrality
Ideas Are Beautiful
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23. Example: Net Neutrality
Ideas Are Beautiful
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24. Example: Net Neutrality
Ideas Are Beautiful
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25. First question for you
Can you think of a case where an industry should have
used a principle-based approach, vs. a policy-based
approach?
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26. First Town Hall Responder
Joseph Adolph
Manager, Digital Advertising
JetBlue
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27. Example: Convenience Foods
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28. Example: Convenience Foods
My Food Choice
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29. Example: Convenience Foods
My Food Choice
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30. Example: Convenience Foods
My Food Choice
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31. Example: Convenience Foods
My Food Choice
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32. Second question for you
• Convenience foods -and McDonald’s in particular- seem
to be under attack. What examples could McDonalds and
people in this industry learn from, as they go about this
market evolution?
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33. First Town Hall Responder
Beverly Jackson
Director, Marketing and Social Media
The Recording Academy / The GRAMMY Awards
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34. Example: Bing vs Google
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35. Example: Bing vs Google
Decision Engine
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36. Example: Bing vs Google
Decision Engine
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37. Example: Bing vs Google
Decision Engine
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38. Example: Bing vs Google
Decision Engine
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39. Third question for you
• Is it too risky for brands to align themselves with
principles by catering to faith communities or to the
military? Do you see any chances for real brands to do that
organically?
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40. First Town Hall Responder
Kip Edwardson
Director, Interactive Marketing
Scotts Miracle-Gro Company
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41. Summation
• Public Policy, Marketing & Government Affairs Are Merging
• With the advent of social media, your story better be Your Story
and your principles defined and leveraged by you, before an
opponent defines them for you
• Principles are doctrinal and emotional, policies are tactical
• You can create permanent communities with strong bonds
• We are in non-fiction storytelling business
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42. From Principles To Permanent Communities
How Brands Can Exploit the
Digital Roadmap of Political Marketing
Todd Herman
Social Mobilizer @Crowdverb
Former Chief Digital Strategist, Republican National Committee
Todd@CrowdVerb.com
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