Taking NovemberTaking NovemberHow branding can make or break a successful campaign

Why should a voter pick you?Why should a voter pick you?

Candidates as productsCandidates as products

Consider thinking of politicians as products:◦A candidate represents a platform that a voter will

decide to buy into or not◦If consumers vote with their dollars,

voters purchase representation with their votes◦Just like in product marketing…

A strong brand creates a trust relationship Messages that resonate create a desire or demand Decisions are made based on brand, value and needs or

desires

The purchase decisionThe purchase decision

Most people will never know all the technical specs of every product they purchase◦They rely on brand to establish a trust relationship◦They rely on value to establish which brand to pick◦Brand and value can turn a desire into a need!

Just like successful products, successful candidates develop strong brand and value propositions

Product description vs. Brand definitionProduct description vs. Brand definition

Too often, candidates rely on facts to convey value:

Does your campaign talk about◦Legislative plans/successes?◦Personal descriptions?◦Policy promises?◦Political terminology?

Talking about “things” is the equivalent of being a generic brand

The power of brandThe power of brand

A brand can either create headwinds or tailwinds for your campaign◦When there’s an established brand…

People are less likely to care about the details People are more likely to decide based on emotional appeal

◦If there is no brand… People will pick the known over the unknown

◦If a brand is tarnished… People will avoid tarnished brands unless:◦A concerted effort is made to make up for the problems◦A strategic re-framing is employed effectively

ApproachApproach

The goal is to win. The way to win is to align with voters emotionally. Emotional alignment requires a brand and message framework:

• Messages are hit-or-miss without a brand backbone

• A strong brand works for you when you’re not there

• Brands evoke emotions and beliefs – the same neurological areas that drive voting behavior

• Messages drawn from brand analysis have meaning

• Messages derived from stories have context

• Messages that move people do not live in isolation – they are part of a story, context and brand

• Messages are ideas that move hearts and minds

• Brands and messages benefit from strategic use of words and phrases

• Words link to imagery and feeling, and need to be carefully chosen

• Key phrases that already have meaning to the voter provide more meaning to the message

An opportunity for your campaignAn opportunity for your campaign

About The Message Maker:

Jon Deutsch, principal, brings over 15 years of experience in Corporate America and can apply his brand & messaging best-practices to savvy politicians who recognize the power and influence brand language can have on their campaigns.

Fast facts:◦Interactive Communications & Marketing professional◦Principal & Chief Strategist, Capital D Design◦A fellow of the Center for Political Leadership (CPL)◦Grass-roots campaign leadership (Clark & Obama)◦5+ years of political/message blogging (Our Karl Rove)◦Lives in political “ground zero” for swayable independents: Montgomery County, PA

Why you need The Message Maker…

The SituationThe Situation

In 2010, Democrats are in jeopardy in swing districts*The independent/swayable voter has been misled and

doesn’t feel like Democrats like you are on their sideDemocrats take the hit for being in charge during a

recession, and are on the receiving end of a FUD campaign

In a recession, personal well-being trumps interest in well-being of others

The messages that are working play on personal insecurity and control instincts

*NPR “Snooze Alarm” Poll 6/15/10

The SituationThe Situation

Health care reform is a sticky wicket for Democrats◦Democrats won the legislative battle, but lost the argument

Health care reform is merely a chapter in a larger narrativeDemocrats are out-performing their brand value based on

what’s been accomplished in two years

Democrats have yet to actively frame Republican record“The Party of No” is a short-term, tactical swipe

We need to message health care right, put it into a meaningful context, and compare the two parties’

records.

The NeedThe Need

The following steps are critical if campaigns like yours plan on winning in November:

1. Re-invigorate the Democratic brand that you’re running on Develop an overarching narrative (story) that can be used in your

campaigns2. Revamp health care reform messages to be accessible to

moderates/independents Develop voter-centric messages that answer the “WIFM?” Develop targeted messages for key independent/swing demographics

3. Aggressively define Republicans based on their negative brand attributes

Focus on their recent record/history of failure Challenge them on incrementalism – shrinking in the face of history-

defining challenges Take their positions to the logical extremes – and make that the

message

Turning Health Care Reform into an AssetReframing the debate is critical for success

Health Care Reform - The SituationHealth Care Reform - The Situation

“Reform” is the primary frame. This is unemotional, unspecific, and open for wide interpretation

The benefits of the reform legislation are technical, vague and distant

Republicans have utilized nebulousness as a way to frame it as a government takeover ◦This is code for people losing personal control

Deficit frame is trumping benefit frame◦This is code for “not a priority”

Messages Have Not Been Persuasive Messages Have Not Been Persuasive

Isn’t it time for a new approach?Isn’t it time for a new approach?

A New Approach is NeededA New Approach is Needed

Flipping conventional wisdom is required to change the dynamic – especially in swing districts◦Health care reform should not be sold as a law or as policy◦Health care reform should be sold as a benefit that fulfills self-

interest motives in the electorate◦When messaged as a benefit, the frame shifts from

“Washington” to “You”◦Develop targeted message for swing voters that presume

these benefits are for “others”◦“WIFM?” message discipline can change perceptions of this

historic legislation

Beyond Healthcare and into the FrayCandidates should run on their – and their opponent’s – records

Elections are about choices between competing brands

Politics as BusinessPolitics as Business

Re-invigorating the Democratic BrandRe-invigorating the Democratic Brand

Democrats should be proud of their accomplishments under President Obama:◦When the nation’s economy was on the edge of disaster,

strong, decisive leadership gave us an “economic surge” that re-started the economy In one year, Democrats successfully stopped the worst recession

in history◦Democrats are the party that had the strength to call victory

in Iraq and finally commit to troop withdrawal◦Democrats delivered security and freedom to Americans by

providing every citizen access to affordable health care

Highlighting Republican Brand BlemishesHighlighting Republican Brand Blemishes

Democrats may not be perfect, but consider the alternative:◦ Republicans let our economy crumble ◦ Republicans were too hung up on Iraq◦ Republicans allowed the investment banks play us like Vegas◦ Republicans let the housing bubble burst ◦ Republicans gave us candy (tax cuts) but gave us cavities (recession)◦ Republicans destroyed our international reputation◦ Republicans allowed our roads, bridges to crumble

And these are the same people who are asking for voters’ confidence in 2010?

The Missing NarrativesThe Missing Narratives

There are two powerful, complementary narratives that Democrats have not fully used to sway voters:◦Democrats delivered America to safety from near

disaster.◦Republicans tried to run the country for 8 years,

failed, and after only 2 years, want you to trust them again?

You need to develop, customize, localize and hone these messages for independents in your district

The Missing MetaphorsThe Missing Metaphors

You need to connect the narrative to people’s lives through metaphors◦Metaphors make language “3D” – makes messages real

Metaphors that link the story of Democratic majority to ideas that people identify with◦Ex: Captain Sullenberger’s heroic save, D-Day, etc.

Metaphors that link the miserable Republican record to ideas that people are familiar with◦Ex: Republicans promising reform as the boy who cried wolf, etc.

The Political Need is ClearThe Political Need is Clear

2010 candidates in swing districts like you need a strong, clear platform to explain their support for health care reform

"What I'm hoping that this poll brings about is that the Democrats are running with a much more effective economic message, which talks about who they fought for, and what they are engaged in now,“ – Dem pollster Stan Greenberg

NPR Poll – June 2010 NPR Poll – June 2010

Develop a winning strategyDevelop a winning strategy

The Message Maker services can provide your campaign with critical brand definition and message auditing to ensure a win in November: Develop brand foundation for candidate

Brand dimensions & definition Messages framework that supports the brand

Revamp Democratic legislative frames to be “indie-compatible”

Shift from “Washington” to “WIFM?” framing Strategic Republican brand re-emphasis

Overtly raise the trust issue based on prior failures Paint Republicans into a corner using rhetoric and record

How The Message Maker can helpHow The Message Maker can help

Offerings and services: Brand foundation development

• One-time, up-front engagement Revamp legislative/reform messages

• One-time engagement Strategic Republican brand re-emphasis

• Up-front definition work • On-going campaign support (as needed)

On-going message audit services• Ensure your messages/materials align with your brand• Ensure messages are designed to resonate with “indies”

Learn more at http://TheMessageMaker.comLearn more at http://TheMessageMaker.comOr contact Jon directly: 484-434-6699