By Sajag Karki

 

It is not so often that we hear about political campaigns or candidates being interpreted as brands. Off late though, just like any other brands of companies political parties have also started to come up with strategies to build their brands. The best example would be the 2012 presidential election between Democrat Obama and Republican Romney. The world got to witness one of the best political campaigns with both candidates branding themselves to get the top job of the nation. The entire globe was keen in knowing the results of the election with most of them glued to the TV sets to witness this event as it unfolded. The use of social media was quintessential for the success of the campaigns. Obama made every use of marketing communication from local radio, TV to social media to get his message through to his audience. Ads were the key component for candidates to build on their value proposition from debate performances and conventions speeches. The wives of the candidates Mrs Obama and Mrs Romney also did their bit for the promotion. Self-presentation and the way Obama connected with the audience is bsolutely phenomenal. To target the youth and to show his energy and enthusiasm as a leader, minute details such as Obama running down from the stairs of his jet to playing basketball in full swing really made a positive impact. Instead of just telling the youth that he is prepared mentally and physically to go for another four years in white house, his non verbal style of communication worked wonders. 

 

Looking back at Obama’s historic win in 2008 as the first African- American president of United States, his “Hope” campaign targeting middle class Americans was a huge success. In the latest election his new slogan was “ Forward !” . This one letter word precisely encapsulated Obama’s success who was now looking forward for a new term to serve the American people. Obama’s campaigns positioned the president as a strong leader with accomplishments during difficult times. The ads placed in TVC, radio and social media had the same message that is to position Obama as the most suitable candidate to guide the nation “Forward”. Mitt Romney also played his cards quite well. He chose the slogan “Believe in America”. The advertisements and speeches positioned Romney as “rock solid” and “proven business leader” who is devoted to family, work and values. In addition, the ads also build credibility of Romney’s business background by leveraging the brand equity of executives from top national brands such as Staples, Sports Authority and Steel Dynamics via their testimonials. However, one mistake in Romney’s campaign was the lack of two-sided slogan unlike that of Obama. The election was neck to neck and the credit goes to the branding and campaign execution as well. 

 

 

No matter how strong the political campaigns the candidate themselves needs to be charismatic, self presentable and likable to win the hearts of the people. And the result has been declared with Brand Obama being the better of the two. 

 

This article is based on research and author’s practical experience as a marketing and advertising professional. He can be reached at sajag_karki@hotmail.com.