The Buzz Blog

 
Just a short note about one of the many examples of how the Kerry Campaign appears to be employing some effective mass marketing strategies.  Remember that the Republicans have been successful at branding concepts and ideas by using simple (and deceptive) branding concepts.  The Republicans are all about selling a product, convincing many people that they need to eat corn flakes -- and then passing them a plate of dung.

The essence of American marketing is creating a branding identity that is catchy, simple -- and then repeating until it is seared into the subconsious of the consumer.  This is the basis of advertising, which is the engine that runs the American consumer society.  We consume so much in America not because we need so many things, but because advertising creates a perceived need.

This little lecture is just background to point out that the Democrats have generally resisted or been ineffective at recognizing this reality.  Whatever one thinks of the process, it is the way to reach the mass consumer market, which in this case, is the voter, particularly the swing voter and the marginal Republican voter.

During the convention, there are many indications that the Kerry Campaign has caught on.  One example is "The Real Deal" branding of Kerry and Edwards. 

For instance, during breaks in the speeches, a photo of a person will appear on the large screen behind the podium, along with their name and hometown.  It will indicate at the top of the screen that the person is a Republican.  Then a personal value of the person will appear under the Republican label. For instance, it might be a woman from Tampa who "believes in the right of women to make their own reproductive decisions." Then, with a drum beat in the background, a sentence will appear at the bottom of the screen.  "This year, she is voting for John Kerry."  And a slash is put through the word Republican, just as "The Real Deal" stamp (kind of like you find on beef) is seared on the screen with a final drum beat.  Meanwhile "The Real Deal" logo appears on the programmed strip of lit signage that circles the arena.

It's a small thing.  But it is simple, visually effective, and repetitive, while still being engaging.

Remember also that the personal anecdote sells in America.  Ronald Reagan, a man who was all Hollywood packaging, taught us that.  Learn from your opposition.

So "The Real Deal" combines branding with the anecdotal -- a winning combination in mass marketing.  Avoid such techniques at your peril -- however uncomfortable one may be with them in concept.

It appears that the Kerry image makers have caught on.