Cool Things To Do With Old Fashioned Coke Bottles The Politics Of Branding

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The Politics Of Branding

One of the great things about the current presidential election cycle is that we have three candidates who, from a branding perspective, are completely different (the same can’t be said for the candidates on more substantive issues, though, but that’s another post). We have Barack Obama, who is fresh and new. Hillary Clinton’s brand is tough and smart, while John McCain’s brand is dependable and independent.

In other words, the presidential candidates are political brands trying to get us to buy their product. They can be compared to Coke products with Hillary Clinton as Diet Coke. She has been around for a long time and there are those who are brand ambassadors for Diet Coke, but there are others who simply hate Diet Coke. In other words, Hilary Clinton is polarizing in the sense that not everyone feels she is either up to the task of being commander-in-chief or blames her for standing by her husband, or other reasons. But the fact is that most people feel as certain of what they will get with Hillary Clinton as president as they would when they opened a bottle of Diet Coke.

John McCain is Coke Classic. Why mess with a good thing is the question that many could ask about McCain. He has the military experience and has certainly been around the Washington block. Like Diet Coke, you’re sure of what you’re getting, but there’s still a sense that you might want to try something new. Many Americans aren’t sure they’ll support McCain because he might represent more of the same Coke we’ve been drinking for almost eight years, so they might want to mix it up and try other Coke products.

Barack Obama is a new Coke product that has recently hit the market. Some people like the new product and there were many early adopters, but some are still not sure that they are willing to try this new Coke product when they like the old ones. In non-marketing matters, that means Obama is the new kid on the block, promising to be different from the politicians we’re used to having representing us in Washington. Barack Obama is in the protection test phase. It looks like he will hit the market and do quite well.

Whatever happens, it is interesting for marketers to look at politicians as brands. When we do that, we can see through the rhetoric and then really start to look at the substantive issues that will make or break a candidate’s campaign and eventual presidency. It is less important if we like a candidate, want him or her for dinner or share a beer. What is important is who can best run the country and help us move on from these tough economic times.

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