1. THE CANDIDATE BRAND VLI Candidate Training April 5, 2008

2. POLITICS is about marketing.

3. BRAND: a person’s perception (gut feelings) of a product, service, experience, organization or candidate. source: The Brand Gap by Marty Neumeir

4. 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

5. THE image

6. Define yourself before others define you.

7. 1. Who are you? 2. What do you stand for? 3. Why does it matter?

8. The Moment timing is everything

9. voters know their power... they create brands, they do their own research web & word of mouth they decide

10. listen, engage, solve problems

11. the message

12. top down messaging is no longer the only way

13. connect engage & communicate consistently & clearly & constantly & authentically but still control the message

14. The Media

15. view media as a constituency base

16. research coverage audit early relationship s& reach out to all media

17. A brand is not what you say it is. IT’S WHAT THEY SAY IT IS. source: The Brand Gap by Marty Neumeir