Download - Political Branding part 3
Developing a Poli-cal Brand
Part 3: Branding in Poli/cs
Željko Zidarić Civic Innova-on Incubator July 24, 2014
I inkubator
Act
ivist
s
Charlie Chaplin on Wall Street 1918
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
Cam
paig
ns
Brand
Promote
Define
Earn
Bran
d M
gt
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
‘Permanent Campaign’
Brand is built between elections
Service Provision
Election Campaign
Election Campaign
Bran
d M
anag
emen
t
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
‘Permanent Campaign’
Service Provision
Push Push
Pull
Awareness
Channels
Campaign Pre-Campaign
• Research • Organization • Budget • Press • Survey
Campaign Strategy
Elec
tion
Interest Understanding Engage Mobilize
Information
A
R & D
Management B
Phase
Create
Provide
Using
Elec
tion
Cam
paig
n
Air War Ground War
Awareness
Channels
Campaign Pre-Campaign
• Research • Organization • Budget • Press • Survey
Campaign Strategy
Elec
tion
Interest Understanding Engage Mobilize
Information
A
R & D
Management B
Phase
Create
Provide
Using
Elec
tion
Cam
paig
n
Air War Ground War
WHY?
Mes
sage
Win
s
Action not just ideas
Mes
sage
Win
s
Weak Strong
Wea
k St
rong
Message
Mec
hani
cs
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong
Vision Story
Mec
hani
cs
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
k St
rong
Plan Execution
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
Mec
hani
cs
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
✓ Mec
hani
cs
Mes
sage
Win
s
Message
Mec
hani
cs
Weak Strong
Wea
k St
rong ✓ ✓
✓
Mes
sage
Win
s
Message Weak Strong
Wea
k St
rong ✓
✓ ✓
✗ ✗ Mec
hani
cs
Core • Intangible • Values • Moral view • Complex plan
• Stakeholder dependent • Difficult to measure
Team
Customers Br
and
Part
s
Program
Values
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 Br
and
Part
s
Program
Values Leader
Branding is about discipline shape events ���
rather than react
Proc
ess
Promote
Define
Earn
Marke/ng Mix
Dev
elop
men
t
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Define it Redefine it ���
(if necessary)
Marketing Mix
Marketing Mix
Product Price Place Promotion
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
SWO
T
Strengths Weaknesses
Opportuni/es Threats
Internal
External
Changing Market
Mar
ketin
g 4 Cs of Political Marketing
4Ps of Marketing • Product • Price • Place • Promotion
Cause
Constituencies
Comparative Advertising
Celebrity Endorsement
Typical • Leader • Team • Voters
Recommended • Values • Voters • Leader • Team
Defi
ne
Values
Leader
Team
Voters
Issues
Defi
ne P
arty
Inte
rest
Lev
el
Market
Values
Issues
Defi
ne P
arty
Inte
rest
Lev
el
Special Interest Group
Niche Party Mass Party
Find yourself
• Values • Vision • Mission
Position yourself • Motivating • Credible • Unique
Defi
ne L
eade
r
What is your story?
Values
Challenger Incumbent
Stor
y
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
Long Term Goal
Short Term
Goals
Defi
ne L
eade
r
Values
Goals
Actions
Alignment with values of constituencies is critical
Alig
nmen
t
Nation Party
Leader
✓
Nation
Out of Touch A
lignm
ent
Party ✗
Neg
ativ
e ad
s
Stay humble and remember your roots.
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
Defi
ne V
alue
s
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
Defi
ne V
alue
s
Choo
se W
ords
Word Choice
Tone
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 D
efine
Val
ues
• 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
Defi
ne P
rogr
am
Tim
elin
e
Time
Relevance
New Leader Experienced Leader
Party
Leader
Voter and Party national aspirations���
must align
Segmentation Target Market
Defi
ne V
oter
s
Values
Voters
Und
erst
and
Vote
r
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
Und
erst
and
Vote
r Each voter asks themselves the following question:
Targ
et V
oter Constituencies
Neutral Planned Market Free Market Economic Issues
Dist
ribut
ion Progressives
Conservatives
Neutral Dist
ribut
ion
Economic Issues Planned Market Free Market
Most voters are in the middle
Neutral Planned Free Issues
Issu
es
Social Economic
Multiple Variables
Cons
erva
tive
Prog
ress
ive
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
Defi
ne V
oter Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age
A
B
C
Defi
ne V
oter
as segmentation variables increase
Complexity Increases
Defi
ne P
arty
Segmentation
Low Medium High 18-26
27-39
40-60
61+ Large
Small
Medium
Income
Age
Defi
ne P
arty
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
Defi
ne P
arty
Segmentation
Low Medium High 18-26
27-39
40-60
61+ Mass
Small
Income
Age
Niche
Define opponents • Values • Vision
Position opponents • Differentiate
• Create FUD
Defi
ne O
ppon
ent
What is their story?
Values
Negative Positive
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age Opponent
You
Defi
ne O
ppon
ent Segmentation
Low Medium High
18-26
27-39
40-60
61+
Income
Age Opponent
You
Proc
ess
Promo/on Mix
Promote
Define
Earn
branding is not about ���the channels used it is about the
coherent message put through the channels
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Election Campaign PUSH���Promote Promote
Election Campaign PUSH Promote Promote
Keep Promoting
Promo Mix Bought
Earned Events
Swing Progressive Conservative
Find
Aud
ienc
e
Decided
Undecided
Find
Aud
ienc
e
Persuadable
Apathetic Undecided
Decided
Persuasion Mobilization
40% decided ���
independent will not vote
Proc
ess
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion Election
Campaign
Positive Campaign Educate Negative
Feel
Neg
ativ
e ad
s
Voter Awareness
Interest / Opinion
Consideration
Preference
Vote Intention
Vote Loyalty
Voter Advocacy
handoff
handoff
Votin
g Fu
nnel
Air War (Marketing)
Ground War
(Sales)
Benefits • + W.o.M. • Volunteers • Donation • Lower costs
Air War
Ground War
Elec
tion
Day
Build Brand
Build Database
Get
Out
To
Vote
Paid Media
Earned Media Leader Debate
Cross-Country Tour
Publicity
Paid Media
Fina
l Pu
sh
First Lit Drop
Phone Calls
Social Media
Second Lit Drop
Database Maintenance
Door to Door Cam
paig
n St
art
Local
National
Centralized
Decentralized Cam
paig
n Fr
onts
Pre-
Cam
paig
n
Act national speak local
Cam
paig
ns
Be genuine Love what you do Share your values Emotions
Your
Sto
ry
Character Capability
Policy
Reason Emotion
Your
Sto
ry
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?”
Stor
y Th
emes
Aspirations by challenger
Accomplishments by incumbent
2008
2012
Bran
d St
ory
Characters Hero + Villain
Setting
Problem
Sequence of Events
Solution
Theme Author’s message
Plot Understanding
Yourself Understanding Your Segment
Bran
d St
ory
4 C Storytelling
Connection Comprehension
Credibility Contagiousness
Sym
bols
Prom
o St
rate
gy
Negative Positive
Persuasion Mobilization
Reason Emotion
Push Pull
Continuity Change
Paid Earned
Cam
paig
ns
Brand
Product
Place Price
Promotion Mix
Adv
ertis
ing
Publ
icity
Even
ts
This is the visible election
campaign
K.I.S.S. Soci
al M
edia
Cam
paig
ns
E-Day C-start ? ? ?
When to start? - The sooner the better, but ….
Resources
Broke
Too early?
Too late?
Cam
paig
ns
YOU are the best story teller
Tell YOUR
story
Stor
y A
rc
Story development
Good
Bad
If you start campaigning on the
first day of the official election campaign … you WILL lose!
Cam
paig
ns
Promote
Define
Earn Brand
Earn
It
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Brand is built between campaigns
Earn it
Brand Management
Cont
inue
Duration
Effor
t & E
xpen
se
Elec
tion
Elec
tion
Hibernate
Bran
d
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.
Foun
datio
n
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
Expe
rienc
e
Did you improve Standard of living?
Awareness
Consideration
Preference VOTE
Bran
ding
Fun
nel
Viral Loop Influencers • Ambassadors • Saboteurs Lawn Signs
Donations
Volunteers
Advocacy
Loyalty
GET
KEEP
GROW
Adapted from Steve Blank
Prom
ise
Defi
ne
Expe
ctat
ion
Prom
ote
Expe
rienc
e Ea
rn
Awareness
Consideration
Preference
VOTE
Bran
ding
Fun
nel
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
Influ
ence
Rip
ples
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
Repe
titio
n
Brand
Promote
Define
Earn
OEen
Occasiona
lly
Alig
nmen
t
Long Term Coordination
Publ
ic R
elat
ions
Crisis Management
Prom
ises
Not
Kep
t
Deliver on your brand promise Deliver the unexpected Deliver consistency
Sum
mar
y
Extrem
e Brand Loyalty
Defin
e it
Prom
ote 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
Product
Experience
Communications Br
and
Team
Values Essence
Customer Define Promote
Earn
"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
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.