Developing  a  Poli-cal  Brand    

Part  2:  Does  Brand  Apply  in  Poli4cs?  

Željko  Zidarić  Civic  Innova-on  Incubator  June  26,  2014  

I  inkubator

Act

ivist

s

Vide

o In

dex

Part 1: Branding Soap •  Introduction •  Brand •  Brand Equity •  Branding •  Importance

Part 3: Branding Politics •  Define it •  Promote it •  Earn it

Part 2: Brand in Politics •  What is brand •  What is politics •  Brand equity •  Brand development

Purc

hase

10% might not vote

30% already decided

20% persuadable

40% will not vote

Obj

ectiv

e Find  

Persuade  Mobilize  

 50%  +1  

Elec

tion 0-100

60-100

Effec

tiven

ess

Progressive Centrist Conservative

75% 60% 45%

29% 32% 39%

37% 33% 30%

Turnout Mobilization Ground War

Popularity Persuasion Air War

Votes

symbols

slogans colors

jingles ambassadors

language

Bran

d &

Sha

dow

images

The Shadow The Brand

values actions

WHY > What

Product

Experience

Communications Br

and

Team

Values Essence

Customer

Brand is the values at the heart of the party,

its very core.

Same Strategy Different Tactics

Part

2

Selli

ng P

oliti

cian

s

Polit

ical

Par

ty

Unique Values

Organized Representative

Gov

ernm

ent

Bran

d Eq

uity

Low High

Commodity

Day -1 of Campaign ������Loyalty (Volume) + Decided

Higher Price + Donors

Advocates + Volunteers + Influencers

Influ

ence Brand Influence on Consumer

Duration

Effec

t

Theory

Introduction Growth Maintenance

Sean  Duffy  The  Duffy  Agency.  

Bran

d Eq

uity Iner-a  

Awareness  

Acquisi4on  

Understanding  

Interest  

Trust  

Trial  Belief  

Affinity  

Loyalty  

Advocacy  

Reten4on  

Advocacy  Loop  

Brand  Equity  Cycle  

Bran

d Eq

uity 45-60%

of people know who they will ���

vote for on the ���first day of the

election campaign

18-29 30-39 40-49 50-59 60-69 70-79 80+ Years of Age

20%

40%

60%

80%

Strong Affiliation

Weak Affiliation

Source: General Social Survey

Americans’ Party Affiliation by Age Vo

ter T

rend

s

Reality

10%

20%

30%

40%

Strong Republican

Strong Democrat

Weak Republican

Weak Democrat

Vote

r Tre

nds

Source: General Social Survey

Americans’ Party Affiliation by Age

18-29 30-39 40-49 50-59 60-69 70-79 80+ Years of Age

Vote

r Tre

nds

45% 42%

90 94 98 02 06 10

Pew Research Center 2012 Values Survey

27%

34%

Generations Identifying as Independent

Millennial Gen X

Boomers Silent

Vote

r Tre

nds Republicans

90 94 98 02 06 10

Pew Research Center 2012 Values Survey

How the Generations Identify

S B X M

90 94 98 02 06 10

Democrats

S = Silent B = Boomer X = Gen X M = Millennial

The

Lead

ers

The

Team

The

Indu

stry

% H

igh

or V

ery

high

0  

10  

20  

30  

40  

50  

60  

1976  

1977  

1981  

1983  

1985  

1988  

1990  

1991  

1992  

1993  

1994  

1995  

1996  

1997  

1998  

1999  

2000  

2001  

2002  

2003  

2004  

2005  

2006  

2007  

2008  

2009  

2010  

2011  

2012  

2013  

How you would rate the honesty and ethical standards of Members of Congress.

Clinton Bush Jr Obama

High

Very High Elections

President

Congress

Source: Gallup

Bush Sr

Q.

Bran

d Im

age

0  

10  

20  

30  

40  

50  

60  

70  

80  

90  

Please tell me how you would rate the honesty and ethical standards ���of people in these different fields.

%  High  or  Very  high  

Gallup  December  2013  

Q.

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

1960  

1964  

1968  

1972  

1976  

1980  

1984  

1988  

1992  

1996  

2000  

2004  

2008  

2012  

Voter Turnout Vo

ter T

rend

s

60%  

Bush Clinton Bush Jr Obama Reagan JC Nix/Ford JFK / LJ

56%      57%    58%  

Dis

illus

ionm

ent

Brand Equity Hard to build

Easy to destroy

Foun

datio

n Barriers to entry • Organization • Resources • Brand Equity

Life

Cyc

le

Product Development

Introduction Growth Maturity Decline

Valu

e

Period

Marketing Investment

Brand Awareness

Product or Brand Life Cycle

Ado

ptio

n Cu

rve

Innovators Early Adopters

Early Majority

Late ���Majority

Laggards

Managem

ent

1% 9% 20% 30% 40%

It won’t happen overnight

Bran

d In

ertia Canada: Conservative Party Decline

0  

1,000,000  

2,000,000  

3,000,000  

4,000,000  

5,000,000  

6,000,000  

7,000,000  

1984   1988   1993   1997   2000   2004   2006   2008   2011  

Vote

s per

Par

ty

Election Year

Liberals ���Center-Left

Conservatives���Center-Right

New Democrats���Left

Bran

d In

ertia Canada: Reform Party “Saves the Right”

0  

1000000  

2000000  

3000000  

4000000  

5000000  

6000000  

7000000  

1984   1988   1993   1997   2000   2004   2006   2008   2011  

Vote

s per

Par

ty

Election Year

Liberals ���Center-Left

Conservatives���Center-Right

New Democrats���Left

Reform Right

NEW Conservatives���Center-Right

Merger���Re-brand

Polit

ical

Bra

nd

Ralph Nader 1996, 2000, 2004, 2008

Ross Perot 1992

Polit

ical

Bra

nd

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

Cont

act Zeljko  Zidaric  

Civic  Innova-on  Incubator    zzidaric@gmail.com