John McCain official photo portrait.Image via WikipediaWe live in turbulent times. One advantage is there are lessons to be learned everywhere. What’s happening in U.S. politics these days is instructive from a marketing and branding point of view. Here’s my take, along with a little branding self-quiz.

Be consistent. Maverick one day, elder statesman the next … underdog, war hero, bridge builder, champion of the average Joe … who can keep track? Big danger in test marketing on a national stage. Is your brand clear and consistent? If not, people get confused. No sale.

Have a core message. Obama has one – change. Lame message in my opinion, but even a marginal core message is way better than none at all. People need a hook, something to latch on to. Do you have a core message? What is the essence of your brand?

Don’t imitate. McCain piggybacked on Obama’s theme of change. As a Republican, how can he avoid being perceived as Obama Lite? For real change, you have to be part of the opposing party. Is your brand unique? Or are you like the other guy, only cheaper?

Don’t be negative. McCain has gone hog wild with negative ads and, viola!, he’s sunk to a 14% deficit in the polls. The only prayer of making a negative message sell is if you yourself have a compelling brand. In the absence of that, a negative message is liable to have one of three outcomes. First, the voter will dig in and support the other candidate even more. Second, the voter will turn to a third candidate. Third, the voter will stay home. Works the same way in business. Does your brand communicate a positive message?

Don’t use gimmicks. I think Sarah Palin is awesome, but not credible as a candidate for this particular office. Once the novelty wears off, gimmicks rapidly lose their appeal. McCain’s VP choice was another case of imitation backfiring as well, as it undercut his ability to campaign against Obama’s inexperience. Does your brand offer real value, or is the allure smoke and mirrors? When the smoke clears, the customers will, too.

Ignite your base. Every candidate, every company, every product needs evangelists. It’s the hard core of die hard supporters who energize the public. McCain made a calculated risk in ignoring the Republican base in an attempt to woo swing voters. What’s the number one knock against McCain? “He just doesn’t get me excited.” Evangelists=excitement=sales. Do you have evangelists? Do you cultivate them? How many times a week do you say, thank you for your business?

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