Tags: democrats | marketing | majority | election

Democrats Won the Majority With Marketing

Democrats Won the Majority With Marketing
U.S. House Minority Leader Rep. Nancy Pelosi (D-CA) speaks during a weekly news conference November 15, 2018, on Capitol Hill in Washington, D.C. (Alex Wong/Getty Images)

By Monday, 26 November 2018 04:44 PM Current | Bio | Archive

Democrats won the House through marketing. And they’ll lose it in 2020 if they forget what got them there.

Chances are good of that happening because that party and its leaders are better ideologues than they are marketers. They see marketing as a necessary evil but just can’t appreciate that marketing is an ongoing process that needs constant updating.

Politics, like marketing, is never static. It is a dynamic process that requires continuous attention. Central to the marketing concept is ABB: “always be branding.” This means appreciating your current brand position with an eye on market changes that can affect outcomes and shape voter needs.

We are already seeing the erosion of the marketing concept by some Democrats who are forgetting how they won the Midterms. It was through their choice of appealing non-ideological candidates offering practical solutions. This allowed the party to make a compelling argument to targeted voters who were not comfortable with the “hot” Republican brand led by the president.

Marketing dictates that recruiting these attractive non-politician type candidates, who are consistent with what they say and how they vote, are necessary for winning re-election in the current environment. With this in mind, Republicans, if they were smart, could hold these novice politicians accountable by developing a Candidate Consistency Meter (CCM App) that would track all their votes and create an electronic paper trail for all to see.

This would provide voters a method for assessing any discrepancies between what these freshman members said they would do and what they actually did. This app could be a contemporary marketing tactic downloaded to those open-minded targeted voters who would receive reminders on how their newly elected representatives fared when asked to weigh in on the important issues of the day.

Based on past behavior, these newly elected Democrats or any politician, really — are typically not good on “follow through and consistency.” It’s why Donald Trump was elected. Trump’s appeal to many for “telling it like it is,” and then doing what one says, is certainly a brand characteristic that could act as the standard by which all other candidates are judged. The secret is to utilize the marketing concept satisfying the needs of the voters who got you to win in 2018.

However, history is not on the Democrats’ side. When the Democrats won the White House with the charismatic Barack Obama, which also led to their taking the House, they walked away from marketing for power politics.

Marketing got them to win the prize because the marketing discipline identified the need for change, to which Obama and the Democrats gladly obliged. Their silly “clarion mantra” that elections have consequences blinded them to the ABB — always be branding — model. The elections have consequences model gave them the false impression that voters were ideologically aligned with them rather than being personally attracted to the message of change espoused by President Obama.

They also assumed that the electorate had voted for a “left turn” in their politics when in fact, voters were still center-right. It was President Obama’s “star-like” personality to which they really were responding. If only the Democrats would have used the marketing concept of satisfying voter needs, who knows what would have happened.

Instead, the Democrats knew what was best for their voters and gave them what they thought they wanted instead of what they really wanted. The Dems from a marketing perspective picked the wrong horse in this election cycle — healthcare.

They tried to do in one year that which could not be done in 60 by presidents from Truman through Clinton. It was the right move for the ideologues but the wrong one for the marketing model.

If only they could have addressed the central issue — what kind of healthcare coverage do Americans really want? Obviously not the one that the Democrats gave us. It was Patient Care, not ObamaCare that the voters wanted. This misstep accounted for their loss 2010 House loss where Republicans won the majority.

One thing is for sure — either party can win in 2020. That is if they remember that it is always easier when they 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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One thing is for sure — either party can win in 2020. That is if they remember that it is always easier when they have marketing in mind.
democrats, marketing, majority, election
Monday, 26 November 2018 04:44 PM
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