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


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


1

2 3

Defi

ne V

alue

s

Choo

se W

ords

Word Choice

Tone


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


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

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


27-39

40-60

61+

Mass Market

Niche

Income

Age

Be the best Right group

Focus Experience

Over-deliver

Defi

ne P

arty

Segmentation


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

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.

Cont

act Zeljko Zidaric

Civic Innova-on Incubator [email protected]