The Steven Howard Marketing Blog

The Marketing of Presidential Candidates

You’d think that with the tens of millions of dollars they have in hand to spend on their campaigns that American presidential candidates would be better marketers. Or at least have better marketing results.

But alas they seem to have fallen to the same disease of short-term sales (i.e. votes) and quarterly results (i.e. the next set of primary elections) as many corporate CEOs. This is why even when they win they often lose for their support is not deeply engrained and there is no voter (customer) loyalty post election.

This is also because none of the current crop of candidates has shown any ability to strongly position themselves (i.e. brand themselves). There’s not a solid brand amongst them. These candidates have no branding power (unlike JFK”, Harry Truman and Ronald Reagan). As one astute observer wrote to me last week, the current crop of candidates can be described (branded in my words) as:

a) a mean-spirited woman

b) a slick-talking,” Oprah-backed inexperienced quasi-Muslim

c) an old man from Arizona with a trophy wife

d) a womanizing 9-11 opportunist from New York

And those are just the leading candidates!

Change seems to be a major topic in this election. Perhaps the true change that is needed is the way the few remaining candidates need to start employing strong branding and marketing strategies to create some brand power and customer loyalty building with the American voters.

Otherwise,someone in November is going to win the election and lose the electorate (ala the current incumbent in the White House).

Tags: better marketers, better marketing, corporate ceos, customer loyalty, marketing strategies, oprah