Brand Management and Politics
By Clark Roundy, Luxul Wireless VP of Marketing
I hate politics. Nonetheless, as a marketing guy, I can’t help but be intrigued by the rather tumultuous political climate in which we currently find ourselves. When it comes right down to it, politics is all about brand management—personal brands, party brands, and ultimately, the American brand. Branding is more than just logos, colors, or slogans. It’s about the core values of the branded entity and being true to those values. From that perspective, if we view the various players in the political theatre, which of them are practicing solid brand management principles? Perhaps that depends on the brand they are trying to create. Still, I must wonder if the brands being projected are consistent with what they envision. As an interested observer, I thought it might be fun to do a short brand analysis of a few of these political entities:
The Presidential Brand: The President represents the American ideal. Over many decades, this brand has been developed into something that is almost larger than life and not to be trifled with—the President is characterized as the leader of the free world, defender of the American way of life, and the embodiment of the strength of our nation. The Obama administration has taken the message of a “kinder, gentler America” to the rest of the world. While some world leaders have embraced this message, others have interpreted it as weakness. Regardless of whether you agree or disagree with the approach, there’s little doubt that in the eyes of the world and across most of America, the Presidential brand has changed. But is it the change Mr. Obama had in mind?
The White House Brand: The White House is a direct extension to the Presidential brand. Historically, it has represented the essence of America’s greatness and its core value system. It signifies unwavering integrity and dignity that is beyond reproach and above petty criticism. So in considering recent events, how has the current administration managed this brand? Let’s see…public bickering with political opponents….employing a roster of rather controversial characters….multiple incidents of mixed, retracted, or conflicting messages. It doesn’t take a marketing genius to recognize that the White House brand is falling flat and undermining the credibility of the Obama brand. Now, where are those PR experts?
The Congressional Brand: With approval ratings at an all time low, it’s safe to say that the Congressional brand could use a makeover. Republicans are often seen as confused, out of touch and weak, while the Democrats have taken on the bully brand of arrogance, exclusivity, and back room deals. As a whole, Congress is perceived as out of control, greedy, and inefficient. If Congress was a commercial entity, this negative brand would have qualified it for bankruptcy years ago.
While this analysis only scratches the surface, it’s fair to say that these political entities could use a lesson in brand management. So as a business owner, entrepreneur, or manager, how to go about building and/or managing a great brand? For starters, know your audience. Next, make sure your brand accurately reflects the values of those you’re trying to reach. Then, stay true to your brand. Finally…..avoid politics.
About Clark Roundy, Luxul Wireless VP of Marketing
Clark Roundy is VP of Marketing at Luxul Wireless. Throughout his 20 year career, he has worked extensively with early stage and emerging companies to identify core competencies and implement key growth strategies. Mr. Roundy has held key executive positions at Linux Networx, Penguin Computing, Parvus Corporation, Alta Technology, and the Eyring Research Institute. His roles have included sales and marketing leadership, strategic planning, international business development, product management, and professional services program development. In his role at Luxul Wireless, Mr. Roundy is responsible for marketing strategy and oversees all outbound marketing programs as well as product and brand management.
The content of this blog reflects the views and opinions of the author, and not necessarily those of Utah Business.
Tags: : Brand Management, Brand Development, branding, marketing, Politics and Business