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| The Art of Presidential Branding
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By: Bill Nissim, 2004 ©
George W. Bush? John Kerry? Why do these “brands” invoke high emotions and spark great
debate even amongst the closest of friends and family? The battle for the hearts and minds
during this campaign season exemplifies the shear power of brand identity! General Motors,
Proctor & Gamble, and a host of other Fortune 100 organizations would pay untold millions
to garner such passion and loyalty toward their individual brands.
This article is not a political commentary on campaign tactics, but more of a glimpse of the
branding model each opponent employs. A content analysis of recent speeches,
advertisements, and web-portal statements will serve as the base-line and metric from
which a summation can be drawn. The outcome from this exercise will uncover the artistry
these parties are attempting to create in the public’s minds-eye!
Brand Essentials:
To begin this discussion, the essentials of branding (www.ibranz.com/article.html) will
provide a framework from which this discussion will ensue. These principals include:
1. What is your overall brand perception today?
2. Describe the future brand goal?
3. Create a plan to reach that goal
John Kerry:
Brand perception today? John Kerry’ key identifier today is “Putting Families First” as noted
on his official web site www.johnkerry.com. He defines the problem as low paying jobs, high
energy and health care costs, and the need for consumer protection to safe guard middle-
income Americans. The challenge facing Kerry’s value proposition is – can government
programs create higher paying jobs, alter OPEC and HMO costs, or affect free market
economies? In addition, a brand perception is multi-faceted and takes years to develop,
communicate, and digest. His historic stance on a myriad of issues (including the Vietnam
hearings) can not be crafted in the short-term after decades of message layering. One
immutable law of branding holds true – you can only own ONE position in the consumer’s
mind!
Future Brand Goal? As with any political platform, a distinct agenda sets apart each
candidate and provides a compelling message. Kerry’s message states:
“Kerry and Edwards have a plan to create millions of high-quality, good-paying jobs in
America. They will end tax breaks for companies that shift jobs overseas and instead give
tax breaks for companies that create jobs here in America. They will also enforce our trade
agreements to make sure American companies and workers are competing on a level
playing field in the world.”
The underlying message asserts if you punish companies who outsource abroad and
increase trade barriers, the net result will be higher paying jobs in America. If Dell
Corporation were to move their technical call center from India to Pittsburg, would Dell really
pay significantly higher wages? Also, Dell would become less competitive by increasing their
operating costs, thus pushing these expenses onto the general public. By reducing the ability
of US companies to be competitive in the marketplace and increasing barriers to free trade,
the US will more likely become more isolated in the global economy.
Create a Plan:
Kerry’s plan includes the following specifics:
• Cut health-care premiums by $1000
• Lower energy prices
• Cut tuition
• Affordable housing
The specifics of each item as noted in the mass media are general in nature and non-
specific. For example, the solution proposed for lower energy prices (gasoline) includes
investing in new energy sources and technologies. The development of solar, geothermal,
wind and other alternatives to fossil-fuels has taken decades to realize and generate
significant impact. Even if the scientific or private community were to create a revolutionary
breakthrough during his administration, it would take another decade to usefully employ it!
The Kerry Brand Unveiled
The brand model deployed by Kerry is rooted in campaign promises which suggest a better
life for Americans.
Brand Promise:
The key Brand Promise is “Families First” and the ancillary messages (energy, health-care,
jobs, etc.) help to support that central ideology.
Brand-Value Proposition:
The proposition Kerry employs is one of the “Advocate for the people” and “Government
solutions” to all aliments.
Brand Solution:
The democratic forum, one of greater government funding and control, will care for the
populous.
George W. Bush:
Brand perception today? After four years in the White House, the public has had ample time
to evaluate the actions, speeches, and agenda of a standing President. On his website
(georgebush.com), his key identifier is “A plan for a safer world & more hopeful America.”
His agenda includes creating opportunity for American Workers, helping families in a
changing world, promoting an era of ownership, defending lives and liberty, and support
community/honor American values. The challenge facing Bush’s value proposition is – can
government affect the kind of change such as promoting new business development and
make health care available to every poor county in America? Although he led our nation
through unthinkable tragedy, the occupation in Iraq and WMD’s has certainly taken its toll on
the overall candidate’s perception. As unfair as it may be, elections are more about
perceptions than reality.
Future Brand Goal? According to a recent USA Today article, the Bush go-forward plan
was articulated in this fashion:
“Bush promised last week that he would outline new domestic proposals. McClellan said
they'll include the next steps in improving education, reducing health care costs and fostering
an economy that promotes an "ownership society." He'll say changes in the governments of
Iraq and Afghanistan are steps toward democratic reforms throughout that region.”
The key message here speaks to bolstering the domestic infrastructure through programs
and incentives. On the international front, spreading the democratic agenda throughout the
world will stabilize regions that were once under dictatorial or radical fundamentalist’s
regimes. The essential difference between Kerry and Bush lies in the approach and
methodology employed. Kerry’s logic suggests government will drive change, whereas Bush
implies government will facilitate and motivate the community to enhance their livelihood. The
only question becomes – help yourself or let someone else do the work for you?
Create a Plan:
Bush’s plan includes the following specifics:
• Reforming schools
• Tax reform – simplify the process
• Opportunity zones to spur new business
• Expanding health care savings plans
• Affordable housing
• Fight terrorism
• Faith-based and community initiatives
As previously mentioned, the above-mentioned initiatives are facilitated by government, but
rely on Americans to make them a reality. This plan then asserts Americans are receptive to
ownership and involvement (i.e. hard work) to turn ideas into actionable plans. Although
Bush has created the opportunity, his administration will be evaluated how well Americans
respond to his vision for the future.
The Bush Brand Unveiled
The brand model deployed by Bush invites Americans to take the lead for change and
places government in the role of facilitator.
Brand Promise:
Bush’s Brand Promise was encapsulated in a September 7th speech in Missouri when he
announced “to build a safer world, and a more hopeful America.”
Brand-Value Proposition:
The proposition Bush employs is one of “government as facilitator” and “calls for the
American involvement” to affect change.
Brand Solution:
The Republican forum, one of less government control and creating opportunity, is the
rallying cry.
Summary:
Whether you are a Democrat or Republican, the brand you select this November will change
your life for better or worse. As with any brand decision, such as the car you drive or
clothes you wear, this brand choice has far reaching implications. As a consumer of
information, the real challenge is to get past the “marketing fluff” and be an informed buyer.
During a recent business trip to Zurich, I asked a local what they thought of President Bush.
After rattling off a scathing comment, I asked for specifics to support that belief. There was
none.
As with any brand decision, the advice or opinions of friends and family are valuable to hear
and it’s important to consider divergent views. Afterwards, get the real facts and research
each side so you can decide for yourself. Remember, this brand decision will affect your
lives for the next four years – make sure you are an informed and wise consumer!
Bill Nissim consults with organizations on strategic branding
imperatives. His website www.ibranz.com contains reference materials, links, and helpful
articles on the many facets of branding. In addition, Nissim released his first book
“The Brand Advocate” to provide a tool-kit for the marketing practitioner.
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