1. Branded Leaders
Catherine Needam

2. The Permanent Campaign
The Permanent Campaign Definition: No clear difference between campaigning and governing. Campaigning is nonstop. Government is seamless with campaigning, no clear distinction. Features of the permanent campaign: 1. Consultants 2. Polls 3. Permanent fundraising 4. Horse race media coverage

3. Branded Leaders
Branding is a useful concept because an effective brand combines three things: 1. Internal values 2. External presentation 3. Consumer perception

4. Branded Leaders
Literature has identified six attributes of successful brands: 1. Simplifier 2. Unique, differentiated 3. Minimizes consumer perception of risk 4. Is aspirational: invokes the good life 5. Has internal values 6. Has credibility, delivers on promises

5. Branded Leaders
Case Study: Starbucks Brand “It is bigger than coffee.” (Aspirational ) “It is not what you buy, it is what you buy into.” (Internal Values) “It is about more than coffee.” (It is about community)