branded conservatives

Branded Conservatives

Ken Cosgrove

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Party Brands

Product Approach:

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PartyParty

Public (Market)Public (Market)

? PolicyNo clear connection between what a party does or thinks in terms of policy and what the public needs or wants

Party Brands

Sales Approach:

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PartyParty

PublicPublic

Policy: One WayThe Party attempts to “sell” or convince the public that it should want (and thus support) a party’s policies, without consulting the public.

Party Brands

Market Approach:

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PartyParty

PublicPublic

Policy: Two WayA party has the potential to provide the public what it needs, because it has consulted the public about what it wants.

Implications: Market Approach empowers a party to respond to the public at the level of wants rather than needs.

Party Brands

Market Approach:

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PartyParty

PublicPublic

Targeting

Segments

Framing

Party Brands

Market Approach:

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PartyParty

PublicPublic

Policy and Promises

Segments

Concerns, Values, Aspirations, Needs

Political BrandingDeveloping an idea, message, image, party narrative based on keen understanding of what certain market segments wants, and then building loyalty with that segment

FramingWhat do people think, value, desire?

Party Brands

Market Approach:

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PartyParty

PublicPublic

Policy and Promises

Segments

PositioningPositioningIf policy/brand fails it can be repositioned, or modified to reconnect or reaffirm concerns of the targeted segments.

Party Brands

Market Approach: Republican Party: Health Care

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Republican PartyRepublican Party

PublicPublic

Health Care: Repeal

Small Govt, Lower Taxes, Personal Choice

Political BrandingDeveloping an idea, message, image, party narrative based on keen understanding of what certain market segments wants, and then building loyalty with that segment

Differentiation:Not the DemoCRAT…Party; does not response to DemoCRAT voters (in the first instance)

Party Brands

Market Approach: Republican Party Brand: Public View

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PublicPublic

Health Care: Repeal

Segments


Party BrandingHow the public views or experiences the party.


Party Brands

Market Approach: Republican Party Brand: Party View

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PublicPublic

Segments


Party BrandingThe party brand story becomes the means through the party communicates, interactions and responses to its targeted segments.


Party Brands

Market Approach: Republican Party Brand

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PublicPublic

Segments


Institutionalization?A party brand story or narrative only works if in fact the party has a story, that is, it has agreed/decided as an institution to cohere around a particular political story.


Party Brands

Market Approach: Republican Party Brand

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PublicPublic

Segments


Republican Institutionalization: The Republican Party has a brand story or narrative:

Small GovernmentLower TaxesFamily ValuesStrong Defense

Date?

Small Govt, Lower Taxes, Family Values, St Def

Party Brands

Market Approach: Obama Brand 2008

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ObamaObama

PublicPublic

Segments

Responsible govt, community values…

Obama Brand: Obama had a brand story or narrative in 2008:

HopeChange you Can believe in

Change, Hope, Audacity, Post-Part/ lnclusion

Party Brands

Market Approach: Democratic Party?

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Democratic PartyDemocratic Party

PublicPublic

Segments


Dem. Party Brand: The Democratic Party has talked about developing a brand:

Ethical Politics (Rep Culture of Corruption)

??????????????

Party Brands

Market Approach: Democratic Party = Obama Brand: 2010 Elections

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PublicPublic

Segments


Dem. Party Brand: The Democratic Party did try to adopt the Obama brand in 2010 (Economic Policy)

Recovery Act95% Tax CutsObamaMiddle-Class Tax

Relief

Rec Act, 95% Tax Cut, Obama, Middle-Cl Relief

Party Brands

Market Approach: Democratic Party = Obama Brand?

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PublicPublic

Segments


Institutionalization? For the brand concept to work, it has be embraced (institutionalized) by the party.

Question:Did the Dem. Party institutionalize the Obama brand?


Party Brands

Market Approach: Democratic Party = Obama Brand: US Senate 2010

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PublicPublic

Segments


Institutionalization? Leadership (White House, DCCC, DSCC): Yes.


Party Brands

Market Approach: Democratic Party = Obama Brand: US Senate 2010

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PublicPublic

Segments


Institutionalization? The 19 Democratic candidates running to retain party seats in the US Senate: NO!


Party Brands

Market Approach: Republican Party Brand: US Senate 2010

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PublicPublic

Segments


Republican Institutionalization: The Republican leadership (RNC, NRSC, NRCC) and 18 candidates running to retain party seats in US Senate: YES

Small Govt, Lower Taxes, Family Values, St Def

Figure 1. Candidate Messaging by Issue: US Senate Election, 2010Percent

47%

22%

52%

16%

94%

76%

88%


Post 1964 Rep Party: Unexpected Recovery and Strength

Key to Republican Success: Use of a Brand Strategy.

Use-value of a brand:Cuts through clutter of a crowded marketplace

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Conservative brand: Built a brand that is:

1. Consistent in terms of content2. Brand tells a story: the story helps the audience whether or not it is

interested in the product being sold by the brand. 3. Brand story: gives the product an identity that can be quickly comm.

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Conservatives have made effective use of the brand by:

1. Explain how their brand promises were kept2. If a promise was not kept, have repositioned the brand3. Branded their opponents

a. “have done so through use of a few core concepts into which line extensions can be placed.” (2)

4. Built brand over time: have established relationship with spec. audiences

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Conservative brand strategy:

1. Sells candidates2. Branded all aspects of con movement to create lasting rel with spec. aud.

(business have done the same thing).

Targeting: reaching some audience while driving others away. (Targeting in com culture has already broken society into niches. The trend began in the magazine industry… pol ex: Bush 2004 targeting of hispanics (3))

a. Conservative brand: initially limited audience, the expanded to target audience/segments (growing conservative population) and uses a variety of channels other than mass media

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What a brand does:

1. A brand tells the story2. A brand builds an image in people’s minds about a product or a political

party. 3. Makes promises

4. Specifically positioned to appeal to target audiences 5. Is supported by a variety of public relations techniques

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Branding Example: George W. BushWhat did George Bush stand for?

On Abortion? On Same Sex Marriage?On National Defense?On Taxes?

How about Al Gore/John Kerry?What did Al Gore/John Kerry stand for?

On Abortion? On Same Sex Marriage?On National Defense?On Taxes?

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branded conservatives

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republican party brand

party narrative

party brandsproduct

party view

democratic party

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waythe party

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