Beto did not have a good week.
His poll numbers are dropping, the media appears to have found a new favorite in Pete Buttigieg, and more importantly Beto appears not to understand basic marketing — it’s not about you.
It’s all about your customer — or in this case the voter. This misunderstanding is evidenced by his many egocentric social media tactics reinforcing a self-absorbed personality flaw, rather than a concern for his voters.
For the most part, the hopefuls for the Democratic presidential nomination, along with their handlers, need a great deal of help when it comes to marketing.
They are implementing the tired and old methods that resonate with their brand-loyal voter base but are doing little to expand their appeal among the much sought after, non-brand loyal, independent voter.
This august group of presidential contenders fails to realize that the game has changed due in large part to the man they want to defeat — Donald Trump.
They fail to understand that it is Trump’s use of marketing that allows him to sustain a consistent 40-45 percent approval rating and that all this president needs to win a majority is five percentage points.
With a strong economy, the old Reagan quote, "Are you better off today than you were four years ago?" could easily help the president meet this crucial threshold.
The Democrats’ specious idea, that they should choose a candidate who can best beat Trump, equally adds to their problems and their failure to grasp marketing.
If there is anything that we have learned over the past eight years when it comes to politics is that the rules are now different. This requires a new approach — jettisoning the communications and messaging model in favor of marketing and branding.
These candidates must find a voice that speaks to satisfying what voters need rather than lecturing them what’s best for them.
Many of the old guard point to Biden’s strength in Pennsylvania, with poll numbers indicating a strong lead over the president, 18 months before the 2020 election.
In politics, this is a lifetime.
These brand loyal believers (optimists) tend to forget that there are good reasons why Biden was not successful in winning the Democratic nomination, never mind the presidency.
The simple explanation is that there were just some things that Joe Biden when he ran previously that primary voters did not like. For past and present voters, they believe that Joe is a good man.
A great guy, even.
Back then, they believed Biden was probably not the right man to be president.
Today, he’s somehow seen as a logical choice.
Because he can beat Trump.
That’s not smart marketing but comes across as sheer genius to the political science crowd.
For them, Biden’s third attempt will be the charm.
But for those of us who favor the marketing approach — we say "poppycock."
It’s simply wishful thinking.
Only time will tell and if he changes this strategy and becomes more marketing-centric.
If he does, who knows what happens?
If the Democrats want to win in 2020 they must understand their voters first and then respond to their needs. This is something that President Donald J. Trump knows all too well.
And if "they," the Democrats, do that, they will "get" why President Trump won — because he knew that it is always easier when you have marketing in mind.
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.
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