Well it is that season again, when most political candidates and their non-brand strategy advisers sink to the depths of mud-slinging ads. Every election campaign candidates say they will no lower themselves to slamming their opponent(s) with television ads that border on slander. And every campaign witnesses the vast majority of candidates doing just what they said they would not.
When are they going to learn that the people who they want to influence, you and I, hate this stuff? When are they going to learn that they dilute their own brand, rather than their opponent's brand by listening to Mad Men and Women who create this advertising junk? When are politicians going to learn that this approach is the least effective way to recruit and retain brand champions?
I think the problem is that candidates and their inner circle think in terms of a short-term campaign, while we voters are expecting a long-term brand strategy. The same problem that most organizations face. It is called brand alignment folks. Figure it out!
Rex Whisman
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