1. Branded Leaders Catherine Needam 1

2. 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 2

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

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 4