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
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
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
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.
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
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