In business, we've learned much about the power of marketing.
It is most important that a candidate first comprehend the marketing task he or she confronts. And, yes, persuasion is the threshold objective of any candidate. Yet, in my years of experience, I have never heard a political consultant or anyone in a campaign use the word "brand" to describe a candidate's task. A simple word, it brings mental clarity to the process. In fact, a better word might be that four-letter word that is abhorrent to politics: sell. When a candidate accepts and understands that the core objective is to sell, or persuade, voters to contribute, advocate and vote, he or she is much more effective.
Every day, the average American is exposed to an hour of TV commercials. The daily mail delivers dozens of demands that you do everything from apply for a credit card to save the planet. Reading the newspaper, you pick your way through the articles. Click any Web site, and you'll get a sales pitch. If you're feeling overwhelmed, you have good reason.
This is life in the 21st century. We pick and choose what gets our brief attention. No matter what product, service or idea enters the marketplace, the public's first reaction is: I don't care. I'm busy.
What does this cluttered marketplace have to do with a political candidate? Everything. A candidate is not just competing with his or her opponent. Each message is in competition with all the messages in the marketplace, and politics is just one. Competition is life.
The only way to cut through this communication clutter is to adopt the strategy proven effective by successful businesses: Create a brand. And manage the message with discipline and impact.
When any candidate comes to my office seeking advice, the first thing I ask is, "What are you going to say?" No matter what the answer, my response is always the same and it echoes the typical voter response: "I don't care. I don't believe you.
