Yesterday, I told you to vote. No, I didn’t ask you. I meant it- it’s your civic duty. I had a close friend who never voted for decades. Yet, he felt free to bitch and moan about what was happening. I made it clear that if he did nothing, he agreed with whatever results ensued- and had no right to complain. It’s his job to vote- and make sure change can occur.
But, today I am going to talk about what I have seen about the political campaigns this year. Because it has business repercussions. It’s about branding.
Our business brands (and our personal ones) are our means to explain to interested (and those whom we hope to interest) who we are, what we do, for what we stand. Our actions have to match our brand, because without integrity, our brand has no value.
The Republican Brand stands for business interests and it stands for small government. The corollaries are that taxes should be low, that business should be promoted (capitalism is akin to democracy in their definition), and government’s primary responsibility is a strong defense of the nation.
Of course, that is not what they projected in this election. Their entire premise was to paint their opponents with the brush of Obama. To capitalize on the antipathy many feel to the first Black President. To capitalize on the (to be perfectly frank) mediocre performance Obama has provided our nation. To only rely on his one stellar act- PPACA or Obamacare- which, while most Americans have benefited, about 45% still detest (as they also love the benefits the act provides).
And, then we have the Democratic Party brand. Their brand is entwined in effective government, one that caters to all its citizenry- especially those with little chance to get their voices heard. They believe that government can make a difference in the lives of its citizens.
But the Democrats running in this cycle have been running from their brand. Muddling their image in the minds of voters. And, voters are usually not rational individuals. They act upon and respond to emotion.
And, given that the economy- while it has regrown lost jobs, has reduced the deficit, has a booming stock market- is still an issue in so many voters minds because their personal position is unsettled. And, that’s the job of the Democratic Party to explain those facts to the citizens. Which they haven’t.
So, while both parties have failed to use their brand effectively, the Democratic Party had more to lose. They had 21 senators at risk to the 15 of the Republicans. And, most of the Democratic seats are in states that Romney won in 2012. So, it shouldn’t be surprising if so many change hands.
Because providing a muddled image never gets the sale.
(I’m off to vote now. Y’all have a great day. And, VOTE!!!!)
