Thursday, August 28, 2008

Democratic Party brand value proposition

Stepping aside from the typical post about Marketing ROI, today's comment is on political branding. Regardless of your politcal inclinations, it's a fascinating situation to watch from a brand marketing perspective. Did you see the speeches by Hillary and Bill Clinton over the past two nights at the Democratic convention? It's a classic case of attempting to integrate all brand messaging into a cohesive brand value proposition. In this case, built around the candidacy of Barack Obama. The brand messaging has been fractured in a highy public way during the competitive primary season. As with any brand shifting it's core communication, the key question is whether the target audience finds the new messages (from Bill and Hillary) relevant, cohesive, and believable. For the Democrats, time will tell. For your brand, is your messaging consistent?

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