THE CANDIDATE BRAND VLI Candidate Training April 5, 2008
POLITICS is about marketing.
BRAND: a person’s perception (gut feelings) of a product, service, experience, organization or candidate. source: The Brand Gap by Marty Neumeir
Differentiate... what makes you different Collaborate... it takes a village to build a brand Innovation... create magic with something new Validate... do research, get feedback source: The Brand Gap by Marty Neumeier
THE image
Define yourself before others define you.
1. Who are you? 2. What do you stand for? 3. Why does it matter?
The Moment timing is everything
voters know their power... they create brands, they do their own research web & word of mouth they decide
listen, engage, solve problems
the message
top down messaging is no longer the only way
connect engage & communicate consistently & clearly & constantly & authentically but still control the message
The Media
view media as a constituency base
research coverage audit early relationship s& reach out to all media
A brand is not what you say it is. IT’S WHAT THEY SAY IT IS. source: The Brand Gap by Marty Neumeir