Obama, McCain and Your Brand
By Lee W. Frederiksen, Ph.D.
As the campaign season reaches a fevered pitch, we can scarcely turn on the TV, open the newspaper or surf the web without hearing about Obama’s or McCain’s “brand.”
For example, McCain’s recent campaign commercial featuring Brittany Spears and Paris Hilton is acknowledged to be effective in defining Obama in an unflattering light, probably impacting his popularity. At the same time, the pundits say it runs the risk of backfiring and devaluing McCain’s brand.
In this case I think the pundits have it right. The candidate’s brand is not just a factor in how people will vote; it will be THE determining factor. Understanding why can give you insights into how to grow your professional service firm.
Here are some key take-aways from the presidential campaign that apply to your firm:
- Each candidate’s brand is more than his name, logo or website. It also encompasses his competence, values, experience, expertise and—yes—even likeability. When developing your firm’s brand, dig a little deeper to uncover those attributes that truly matter to your customers.
- The candidate you vote for (or the service firm you select) is based on the totality of your impressions and the way you feel about that person (or firm). After the fact, it’s easy to rationalize your choice, but the actual decision is often driven by emotion.
- Competence—the ability to deliver desired results—is critical to a brand’s success. Can a certain candidate (or firm) solve my problems? Can he (or the firm) deliver what I need? If not, the candidate will lose. Your firm will not be selected. But running on competence alone is not a winning strategy. Any major party candidate is assumed to be capable of doing the job. Unless demonstrated otherwise, he will be given the benefit of the doubt. So don’t build your firm’s reputation on expertise alone; nobody will care.
- It’s easier to destroy a brand than it is to build one. One too many slips and the brand collapses on itself. A good brand gives you some resilience. But if you appear to violate your core brand promise, you’re toast. (Easy to see why negative campaigning is so prevalent.)
- All other things being equal, the upbeat optimist wins. While historically true in presidential elections, a hopeful demeanor can also influence the selection of professional service firms. People want to work with upbeat people. Trusted yes. Admired, of course. But add inspirational, forward looking and optimistic and you have a winning brand.
The next time you are tempted to grumble about the wall-to-wall politics, take a moment to observe some pros in action and reflect on how their missteps and triumphs can help make your firm more successful.
Filed under: Branding, Marketing, Positioning, Professional Services | 10 Comments
Tags: Branding, McCain, Obama
I thought McCain’s “celebrity” ad was really effective. Not only did he call into question whether Obama is a viable candidate or just a rock star, but he also showed himself as having a sense of humor. Plus he had the bonus of lots of free press in analysis and reaction to the ad.
If you haven’t seen Paris Hilton’s response on FunnyorDie.com, do yourself a favor and check it out. Not only is it hilarious, but it also pokes fun at the way Paris has branded herself.
I couldn’t agree more . It seems that the poll numbers show that McCain’s approach is having a measurable impact.Depending on your politics, it’s either a clever strategy or an unfair attack. As you reflect upon it the campaign really is a larger than life “brand war”.
It will be interesting to see how this plays out. To me, it seems like McCain is copying his competition. One of Obama’s slogans is “A change we can believe in” and now McCain is saying “A leader we can believe in”. Even his visual elements and color schemes in his advertisements are taking on a similar look. I am a relatively young graphic designer but I always preach to my clients to differentiate themselves from their competition. I would think that someone on McCains staff would understand this, but maybe I am wrong, it just seems like a sleazy or cheap brand when they are so unoriginal and can’t think of their own unique way to connect to their audience. And I think people will remember that and it could have a negative effect on McCain. At least I hope.
“Brand” war indeed. How could anyone who lived through 9/11 vote for someone whose middle name “Brand” is Hussein? An Arabic name alone should be enough to cause problems for Obama. Will we have a muslim in the White House? How tragic that would be! So, Coolhanddesign, you seem to be hung up on the “sizzle” and not the filet mignon…oops…you’re probably a vegan. THAT might explain your state of mind. I would not be calling Senator McCain’s brand sleazy or cheap…oops, excuse me, you’re probably doing that flip-flopping thing because you were obviously “for” Obama’s color palate and visual elements before you were against them. I think you’re befuddled. You’re pal Obama follows a man who shouts “God Damn America!” He has chosen for his funning mate, oops I mean running mate a man who can neither hold his liquor nor his tongue. While McCain is not perfect, I believe that he is a “brand” worth voting for. And I believe he shows great wisdom in choosing as his VP a neo-classic woman who is not afraid to take on corruption in her own party. That takes guts…especially in Alaska, don’t you think? Hurray. I’ve heard they have bears there. Oops, there I go again…but they will probably leave as soon as the drilling and refining and shipping starts again. Drill Baby Drill. PS: Is “unoriginal” really a word or did you pick that up while watching HBO!!!!! Love and kisses.
Hi Judy,
FYI, Obama is not a muslim. But i agree he does have a bad brand name.
I was just saying that McBush is copying the visual style used in Obama’s campaign. which he is.. do some research. It kind of reminds me of some old guy who is trying to be cool and shop at Hollister or something. To me, that doesn’t seem like a great brand strategy. Seems kind of flimsy to me? He is all over the place… like a desperate old used car salesman who will do or say anything to get some votes. And then going and getting a young VP, when his campaign has been all about experience… at least up to this point. And I don’t want to get started on that palin girl… the only thing she has going for her is her looks. Her policy on sex education is abstinence… meanwhile her 17 year old daughter is pregnant! So I would have to say that the whole McBush campaign is not just “unoriginal” (yeah its a word), but is STUPID! And I am wondering about you. But I am not going to judge you because I don’t know you. Oh, and i eat meat. Later babe!
Hi CHD,
Obama said, in an interview with Bill O’Reilly, that he is, indeed, a Muslim. I realize the not ALL Muslims are terrorists. But it seems that all terrorists are Muslim. Islam was an invention of the self-proclaimed prophet Mohammed. I look upon Islam as an equivalent to the Cosa Nostra. My husband is Sicilian, a Yale graduate, and a flag officer in the USAF. We are patriots. But I wonder about you! McCain payed a terrible price for his attempt to protect the South Vietnamese from the ChiComs and their legions of Viet Cong. I hope that Sarah Palin has more going for her than her looks because I believe that she will be the next VP and probably POTUS one day. As for me, Iam not stupid. I have over 25 years of practice as a trauma/ER Certified Physician Assistant. Albeit my knowledge might be considered highly focused. I try to read once in a while. Glad to hear you eat meat. I own a Hereford Ranch in the Great Plains. We produce prime beef for fine restaurants and hotels. I lived in the same residence hall as Candace…too many years ago. So as the life and light fades from my eyes, as old age and senility are creeping in with each passing day, please bear with me. You might still convince me to vote of Osama Obama. Wouldn’t that be a feather in your cap purchased at the Hollilster Haberdashery.
PS: I’m not viscious…I enjoy a good kibbutz. Thanks for taking part. Later, J
Oops, I forgot. Since spending so much time in the beltway and the Government Bureaucracy, I have found that the most diligent of the elected suddenly appear to have a brain transplant once they behold their power. It is rather disgusting. All campaign promises fly out the window. We, the working, will always be subject to the whims of Legislature and POTUS. I don’t like it one bit. But at least we can complain and have discourse such as ours without ending up on a heap of dead bodies. God Bless America and you too! J
Well, this was fun Judy. At the end of the day we should all be friends or at least get along. I think we both want whats best for the country, we just have different views on it, and that is okay with me. This is the first year I will be voting, i usually hate politics, I actually still do, but I am not pleased with what has happened in the last 8 years, and I do not want the same for the next four. So I think it is time to switch things up a bit. I would be very happy if you voted for Obama!!! My mom and my step dad cancel each other out every election year… it is kinda funny. That is cool you produce beef… what is the name of your company? Do you guys have a website? I would love to check it out. I LOVE BEEF! A little bit about me… I just turned 29, I love designing logos, snowboard graphics, websites, etc., I am married to my college sweetheart, we have 2 kids, a 3 year old daughter and a newborn baby boy, I love sports, and the outdoors, and we live in the Pacifc Northwest near Seattle.
Take care,
Luke
I also go by the name Luke, sorry to switch it up on here