THE CANDIDATE BRAND VLI Candidate Training April 5, 2008.

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Presentation transcript:

THE CANDIDATE BRAND VLI Candidate Training April 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 Moment timing 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 is no longer the only way

connect engage & communicate consistently & clearly & constantly & authentically but still control the message

The Media

view media as a constituency base

research coverage audit early relationship s& reach out 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