Brand Management in Politics
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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
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Brand Management in Politics
- 1. Developing a Poli-cal Brand Part 1: Brand Theory Željko Zidarić Civic Innova-on Incubator June 16, 2014 I inkubator
- 2. Activists
- 3. VideoIndex 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
- 4. VideoObjective High level + generic branding focus Dig Area of Interest
- 5. Introduction
- 6. 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 Success
- 7. KeyConcept Business Civics P2C G2C B2B B2C
- 8. BigPicture Candidate Campaign Party Conserva;sm P2C Interconnectedness • Time • Place Mood Trust About Us Alignment
- 10. StandOut Commodity CluGer Brand
- 11. Differentiation Different Good Good But Not Different Good And Different Not Good And Not Different Different But Not Good ✓ Size Quality Func-onality Availability Price
- 13. Examples Magical Escape Mexican Value Cool Innova4on Op4mism & Upli9 Tradi4on Affordable Quality Third Space Experience
- 14. science + art Branding is equal parts
- 15. Team Brand Brand 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
- 16. Origins Brand from Old Norse brandr meaning "to burn"
- 17. Definition A brand is • promise to deliver • warranty of quality • complex symbol -‐ Philip Kotler Marke-ng Management Brand Personality Customer Old Part New Part
- 18. Physiological Safety Social Esteem SA Maslow’sNeeds Old brand focus New brand focus
- 19. OldvsNew 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
- 20. Definition 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
- 21. Objectives ✓ Think less Feel more Act posi4ve
- 22. symbols slogans colors jingles ambassadors language BrandShadow image The Shadow Iden-ty The Brand values ac;ons
- 24. Advocates 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
- 26. Portfolio Fighter Flanker Flanker Pres-ge Bas-on Brand Luxury Premium Budget Brand PorTolio Model
- 27. Portfolio
- 28. Fatigue 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
- 29. Trivia
- 30. Team Brand Equity Brand BrandEquity Value • brand awareness • perceived quality • brand associa4ons • influence • brand loyalty
- 31. BrandEquity Bad Good Commodity + Price + Volume + Advocacy
- 32. Sean Duffy The Duffy Agency. BrandEquity Iner-a Awareness Acquisi;on Understanding Interest Trust Trial Belief Affinity Loyalty Advocacy Reten;on Advocacy Loop Brand Equity Cycle
- 33. Bill Moran Brand Equity Effec-ve Market share Rela-ve Price Ra-o Durability BrandEquity Brand Equity Index
- 34. Young and Rubicam Brand Equity Differen-a-on Relevance Esteem Knowledge BrandEquity Brand Asset Valuator
- 35. Brandt and Johnson, 1997 BrandEquity Brand Equity Image & Personality AssociationsAvailability Preference LoyaltyAwareness Familiarity
- 36. BrandEquity 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?
- 37. BrandEquity Awareness The Blake Project Brand Insistence
- 38. BrandEquity q1 q2 p1 p2 Quan;ty Price Economist View Posi-ve Equity q2 > q1 p2 > p1
- 39. brand equity comes from brand loyalty
- 40. Team Brand Equity Brand Branding Brand Managing Brand Equity
- 41. Branding is about psychology not technology
- 43. LoveCurve 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
- 44. AdoptionCurve Innovators Early Adopters Early Majority Late Majority Laggards 2.5% 13.5% 34% 34% 16% Management 1% 9% 20% 30% 40%
- 45. HypeCycle Trigger Peak of Inflated Expecta-ons Trough of Disillusionment Slope of Enlightenment Plateau of Produc-vity Trash Heap of Failure Hype Period Gatner
- 46. LifeCycle Product Development Introduction Growth Maturity Decline Value Period Marketing Investment Brand Awareness Product or Brand Life Cycle
- 47. Branding is never finished
- 48. Customer Awareness Brand Awareness Considera-on Preference Qualified Leads Prospects Proposals Customers handoff FunnelProcess Marke;ng Sales
- 49. Awareness Considera-on Preference Purchase BrandingFunnel Viral Loop Influencers • Ambassadors • Saboteurs Up-‐sell Next-‐sell Cross-‐sell Advocacy Loyalty GET KEEP GROW Adapted from Steve Blank Promise Define Expectation Promote Experience Earn
- 51. Advocates 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)
- 52. InfluenceRipples 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
- 53. Dr. Robert Cialdini Persuasion Liking Reciprocity Consensus Scarcity Authority Principles of Persuasion Consistency Commitment
- 54. Obsessed Innovators Early Adopters Early Majority 2.5% 13.5% 34% Jump the Gap The Obsessed Mass Market
- 56. It can take 30 years to build a great brand, but only 30 days to knock it down.
- 58. Campaigns Product Place Price Promo;on • Medium term • Benefits • Strategic-‐Push Strat • Find customers Define Marke;ng Programs
- 59. Campaigns Product Place Price Promo;on • Medium term • Benefits • Strat -‐ Push Strategy • Find customers Define Promo;on Mix Adver;sing Publicity Coupons • Short term • AYributes • Tactical - Push Strat • Stimulate Purchases Promote Marke;ng
- 60. • Medium term • Benefits • Strat -‐ Push Strategy • Find customers Campaigns Public Rela;ons Promo-ons Adver-sing Publicity Coupons Marke;ng Branding Earn Alignment Alignment Customer • Short term • AYributes • Tac-cal -‐ Push Strategy • S-mulate customers to buy • Long Term • Values • Strategic -‐ Pull strat • Customer Loyalty
- 61. BrandStory MarCom Brand Equity Advertising Sales-Promos Events-Exp PR-Publicity Interactive W.o.M. Per. Selling Awareness Dir. Mkting Image Response Relationship
- 62. BrandStory Branding is image aWer image
- 63. BrandCampaign Promo Promo Promo Promo Marke-ng Campaign Promo Promo Promo Promo Marke-ng Campaign Promo Promo Promo Promo Promo Marke-ng Campaign Promo Branding Campaign
- 64. Alignment N S N S N S N S No Force Force N S N S N S ✓ ✗
- 66. Mindshare Don't buy market share… figure out how to earn it. -‐ Philip Kotler Market share Follows Mindshare
- 67. Integration We define ourselves through our brands
- 68. 100YearWar
- 69. PepsiChallenge
- 71. 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 Passion
- 72. Importance
- 73. WeakBrand
- 74. Earned media is more powerful than Bought media
- 75. Developing a Poli-cal Brand Part 2: Branding in Poli/cs Željko Zidarić Civic Innova-on Incubator June 26, 2014 I inkubator
- 76. Activists
- 77. VideoIndex 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
- 78. Purchase
- 79. 10% will might not vote 30% already decided 20% persuadable 40% will definitely not vote Objective Find Persuade Mobilize 50% +1
- 81. Effectiveness Progressive Centrist Conservative 75% 60% 45% 29% 32% 39% 37% 33% 30% Turnout Mobilization Ground War Popularity Persuasion Air War Votes
- 84. Brand is the values at the heart of the party, its very core.
- 87. Government
- 88. BrandEquity Low High Commodity Day -1 of Campaign Loyalty (Volume) + Decided Higher Price + Donors Advocates + Volunteers + Influencers
- 89. Influence Brand Influence on Consumer Duration Effect Theory Introduction Growth Maintenance
- 90. Sean Duffy The Duffy Agency. BrandEquity Iner-a Awareness Acquisi/on Understanding Interest Trust Trial Belief Affinity Loyalty Advocacy Reten/on Advocacy Loop Brand Equity Cycle
- 91. BrandEquity 45-60% of people know who they will vote for on the first day of the election campaign
- 92. 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 VoterTrends Reality
- 93. VoterTrends 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
- 94. VoterTrends 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
- 95. TheLeaders
- 96. TheTeam
- 97. Differences %HighorVeryhigh 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.
- 98. 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 VoterTrends 60% Bush Clinton Bush Jr ObamaReaganJCNix/FordJFK / LJ
- 99. PoliticalBrand
- 100. Foundation Barriers to entry • Organization • Resources • Brand Equity
- 101. LifeCycle Product Development Introduction Growth Maturity Decline Value Period Marketing Investment Brand Awareness Product or Brand Life Cycle
- 102. AdoptionCurve Innovators Early Adopters Early Majority Late Majority Laggards Management 1% 9% 20% 30% 40% It won’t happen overnight
- 103. BrandInertia 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 VotesperParty Election Year Liberals Center-Left Conservatives Center-Right New Democrats Left
- 104. BrandInertia Canada: Reform Party “Saves the Right” 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 1984 1988 1993 1997 2000 2004 2006 2008 2011 VotesperParty Election Year Liberals Center-Left Conservatives Center-Right New Democrats Left Reform Right NEW Conservatives Center-Right Merger Re-brand
- 105. PoliticalBrand Ralph Nader 1996, 2000, 2004, 2008 Ross Perot 1992
- 106. Brand Equity Hard to build Easy to destroy
- 107. Campaigns Brand Promote Define Earn
- 108. BrandMgt Duration EffortExpense Election Election ‘Permanent Campaign’ Brand is built between elections Service Provision Push Push Pull
- 109. Awareness Channels Campaign Pre-Campaign • Research • Organization • Budget • Press • Survey Campaign Strategy Election InterestUnderstanding Engage Mobilize Information A R D Management B Phase Create Provide Using ElectionCampaign Air War Ground War WHY?
- 111. Core • Intangible • Values • Moral view • Complex plan • Stakeholder dependent • Difficult to measure Team Customers BrandParts Program Values
- 112. 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 BrandParts Program Values Leader
- 113. Branding is about discipline shape events rather than react
- 114. Process Promote Define Earn Marke/ng Mix
- 115. Development Duration EffortExpense Election Election Define it Redefine it (if necessary) Marketing Mix Marketing Mix Product Price Place Promotion
- 116. Marketing 4 Cs of Political Marketing 4Ps of Marketing • Product • Price • Place • Promotion Cause Constituencies Comparative Advertising Celebrity Endorsement
- 117. Typical • Leader • Team • Voters Recommended • Values • Voters • Leader • Team Define Values Leader Team Voters
- 119. Find yourself • Values • Vision • Mission Position yourself • Motivating • Credible • Unique DefineLeader What is your story? Values Challenger Incumbent
- 120. Values Goals Actions Long Term Goal Short Term Goals DefineLeader
- 121. 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 DefineValues
- 122. Alignment with values of constituencies is critical Alignment Nation Party Leader
- 123. • 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 DefineProgram
- 124. Define opponents • Values • Vision Position opponents • Differentiate • Create FUD DefineOpponent What is their story? Values Negative Positive
- 125. Voter and Party national aspirations must align Segmentation Target Market DefineVoters Values Voters
- 126. 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 UnderstandVoter Each voter asks themselves the following question:
- 128. Neutral Planned Market Free Market Economic Issues Distribution Progressives Conservatives
- 129. Neutral Distribution Economic Issues Planned Market Free Market Most voters are in the middle
- 134. Process Promo/on Mix Promote Define Earn
- 135. Process Duration EffortExpense Election Election Election Campaign Promote it Promote it Promote it Election Campaign Promote it Promote it Promote it Keep Promoting Promo Mix Promo Mix Bought Earned Events
- 138. branding is not about the channels used it is about the coherent message put through the channels
- 139. Campaigns Be genuine Love what you do Share your values
- 140. PromoStrategy Challenger Change Negative Incumbent Continuity Positive Persuasion Mobilization Reason Emotion Paid Earned
- 143. Voter Awareness Interest / Opinion Consideration Preference Vote Intention Vote Loyalty Voter Advocacy handoff handoff VotingFunnel Air War (Marketing) Ground War (Sales) Benefits • + W.o.M. • Volunteers • Donation • Lower costs
- 144. Air War Ground War ElectionDay Build Brand Build Database GetOutToVote Paid Media Earned Media Leader Debate Cross-Country Tour Publicity Paid Media Final Push First Lit Drop Phone Calls Social Media Second Lit Drop Database Maintenance Door to Door CampaignStart Local National Centralized Decentralized CampaignFronts Pre-Campaign
- 146. StoryThemes Aspirations by challenger Accomplishments by incumbent 2008 2012
- 147. BrandStory Characters Hero + Villain Setting Problem Sequence of Events Solution Theme Author’s message Plot Understanding Yourself Understanding Your Segment
- 148. BrandStory 4 C Storytelling Connection Comprehension Credibility Contagiousness
- 150. Symbols
- 151. Campaigns Brand Product Place Price Promotion Mix Advertising Publicity Events This is the visible election campaign K.I.S.S. SocialMedia
- 152. Campaigns YOU are the best story teller Tell YOUR story
- 153. Think visual A picture is worth 1,000 words + an emotion
- 154. Campaigns Promote Define Earn Brand
- 155. EarnIt Duration EffortExpense Election Election Brand is built between campaigns Earn it Brand Management
- 157. If you start campaigning on the first day of the official election campaign … you WILL lose!
- 158. Brand 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.
- 159. Experience Did you improve Standard of living?
- 160. Foundation 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
- 161. Awareness Consideration Preference VOTE BrandingFunnel Viral Loop Influencers • Ambassadors • Saboteurs Lawn Signs Donations Volunteers Advocacy Loyalty GET KEEP GROW Adapted from Steve Blank Promise Define Expectation Promote Experience Earn
- 162. Awareness Consideration Preference VOTE BrandingFunnel 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
- 163. InfluenceRipples 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
- 164. Repetition Brand Promote Define Earn OHen Occasionally
- 167. Promises NotKept
- 168. BrandImage 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
- 169. Disillusionment
- 170. Deliver on your brand promise Deliver the unexpected Deliver consistency Summary Extreme Brand Loyalty Define it Promote 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
- 172. 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
- 173. Developing a Poli-cal Brand Part 3: Branding in Poli/cs Željko Zidarić Civic Innova-on Incubator June 27, 2014 I inkubator
- 174. Activists Charlie Chaplin on Wall Street 1918
- 175. VideoIndex 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
- 176. Campaigns Brand Promote Define Earn
- 177. BrandMgt Duration EffortExpense Election Election ‘Permanent Campaign’ Brand is built between elections Service Provision Election Campaign Election Campaign
- 178. BrandMgt Duration EffortExpense Election Election ‘Permanent Campaign’ Service Provision Push Push Pull
- 179. Awareness Channels Campaign Pre-Campaign • Research • Organization • Budget • Press • Survey Campaign Strategy Election InterestUnderstanding Engage Mobilize Information A R D Management B Phase Create Provide Using ElectionCampaign Air War Ground War
- 180. Awareness Channels Campaign Pre-Campaign • Research • Organization • Budget • Press • Survey Campaign Strategy Election InterestUnderstanding Engage Mobilize Information A R D Management B Phase Create Provide Using ElectionCampaign Air War Ground War WHY?
- 189. Core • Intangible • Values • Moral view • Complex plan • Stakeholder dependent • Difficult to measure Team Customers BrandParts Program Values
- 190. 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 BrandParts Program Values Leader
- 191. Branding is about discipline shape events rather than react
- 192. Process Promote Define Earn Marke/ng Mix
- 193. Development Duration EffortExpense Election Election Define it Redefine it (if necessary) Marketing Mix Marketing Mix Product Price Place Promotion
- 194. SWOT Strengths Weaknesses Opportuni/es Threats Internal External
- 195. SWOT Strengths Weaknesses Opportuni/es Threats Internal External Changing Market
- 196. Marketing 4 Cs of Political Marketing 4Ps of Marketing • Product • Price • Place • Promotion Cause Constituencies Comparative Advertising Celebrity Endorsement
- 197. Typical • Leader • Team • Voters Recommended • Values • Voters • Leader • Team Define Values Leader Team Voters
- 200. Find yourself • Values • Vision • Mission Position yourself • Motivating • Credible • Unique DefineLeader What is your story? Values Challenger Incumbent
- 201. Story 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
- 202. Long Term Goal Short Term Goals DefineLeader Values Goals Actions
- 203. Alignment with values of constituencies is critical Alignment Nation Party Leader ✓
- 205. Negativeads Stay humble and remember your roots.
- 206. 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 DefineValues
- 207. 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 DefineValues
- 209. 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 DefineValues
- 210. • 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 DefineProgram
- 211. Timeline Time Relevance New Leader Experienced Leader Party Leader
- 212. Voter and Party national aspirations must align Segmentation Target Market DefineVoters Values Voters
- 213. UnderstandVoter
- 214. 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 UnderstandVoter Each voter asks themselves the following question:
- 216. Neutral Planned Market Free Market Economic Issues Distribution Progressives Conservatives
- 217. Neutral Distribution Economic Issues Planned Market Free Market Most voters are in the middle
- 224. DefineParty 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
- 226. Define opponents • Values • Vision Position opponents • Differentiate • Create FUD DefineOpponent What is their story? Values Negative Positive
- 229. Process Promo/on Mix Promote Define Earn
- 230. branding is not about the channels used it is about the coherent message put through the channels
- 231. Process Duration EffortExpense Election Election Election Campaign PUSH Promote Promote Election Campaign PUSH Promote Promote Keep Promoting Promo Mix Bought Earned Events
- 235. Negativeads
- 236. Voter Awareness Interest / Opinion Consideration Preference Vote Intention Vote Loyalty Voter Advocacy handoff handoff VotingFunnel Air War (Marketing) Ground War (Sales) Benefits • + W.o.M. • Volunteers • Donation • Lower costs
- 237. Air War Ground War ElectionDay Build Brand Build Database GetOutToVote Paid Media Earned Media Leader Debate Cross-Country Tour Publicity Paid Media Final Push First Lit Drop Phone Calls Social Media Second Lit Drop Database Maintenance Door to Door CampaignStart Local National Centralized Decentralized CampaignFronts Pre-Campaign
- 239. Campaigns Be genuine Love what you do Share your values Emotions
- 241. YourStory 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?”
- 242. StoryThemes Aspirations by challenger Accomplishments by incumbent 2008 2012
- 243. BrandStory Characters Hero + Villain Setting Problem Sequence of Events Solution Theme Author’s message Plot Understanding Yourself Understanding Your Segment
- 244. BrandStory 4 C Storytelling Connection Comprehension Credibility Contagiousness
- 245. Symbols
- 246. PromoStrategy Negative Positive Persuasion Mobilization Reason Emotion Push Pull Continuity Change Paid Earned
- 247. Campaigns Brand Product Place Price Promotion Mix Advertising Publicity Events This is the visible election campaign K.I.S.S. SocialMedia
- 248. Campaigns E-Day C-start ? ? ? When to start? - The sooner the better, but …. Resources Broke Too early? Too late?
- 249. Campaigns YOU are the best story teller Tell YOUR story
- 251. If you start campaigning on the first day of the official election campaign … you WILL lose!
- 252. Campaigns Promote Define Earn Brand
- 253. EarnIt Duration EffortExpense Election Election Brand is built between campaigns Earn it Brand Management
- 255. Brand 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.
- 256. Foundation 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
- 257. Experience Did you improve Standard of living?
- 258. Awareness Consideration Preference VOTE BrandingFunnel Viral Loop Influencers • Ambassadors • Saboteurs Lawn Signs Donations Volunteers Advocacy Loyalty GET KEEP GROW Adapted from Steve Blank Promise Define Expectation Promote Experience Earn
- 259. Awareness Consideration Preference VOTE BrandingFunnel 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
- 260. InfluenceRipples 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
- 261. Repetition Brand Promote Define Earn OEen Occasionally
- 264. Promises NotKept
- 265. Deliver on your brand promise Deliver the unexpected Deliver consistency Summary Extreme Brand Loyalty Define it Promote 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
- 267. 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
- 268. 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.
- 269. Contact Zeljko Zidaric Civic Innova-on Incubator zzidaric@gmail.com