the candidate brand vli candidate training april 5, 2008
TRANSCRIPT
THECANDIDATE
BRANDVLI Candidate TrainingApril 5, 2008
POLITICS is about
marketing.
BRAND: a person’s perception
(gut feelings) of a product, service, experience,
organization or candidate.
source: The Brand Gap by Marty Neumeir
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
THE
image
Define yourself
before others define you.
1. Who are you?
2. What do you stand for?
3. Why does it matter?
The
Momenttiming is everything
voters know their power . . . they create brands, they do their own research web & word of mouth
they decide
listen,
engage,
solve problems
the
message
top down messaging isno longer the only way
connect engage&
communicate consistently & clearly & constantly & authentically
but still control the message
The
Media
view media as a constituency base
researchcoverage
audit earlyrelationships& reachout
to all media
A brand is not what you say it is.
IT’S WHAT THEY SAY IT IS.
source: The Brand Gap by Marty Neumeir