Tags: joe biden | branding | election | democrats

The Joe Biden Brand Problem and the Democrats

The Joe Biden Brand Problem and the Democrats
Democratic presidential candidate and former U.S. Vice President Joe Biden campaigns on September 2, 2019, in Cedar Rapids, Iowa. (Alex Wroblewski/Getty Images)

By Tuesday, 03 September 2019 04:40 PM Current | Bio | Archive

Let’s face it. Joe Biden is the most likable Democrat the party has to offer the American people for 2020.

His warmth, humanity, and personal signature are all reminders of a bygone period in our politics. His brand reinforces the idea that there was once a time where both political parties could work together to solve the pressing problems of the day and that things could get done no matter where one stood on the ideological continuum.

The reason he’s ahead in the polls is because of his appeal to “retail politics” — voters who simply like the guy despite his intermittent missteps that they perceive simply as Joe Biden being Joe Biden. Not a big problem to them, as voters. But the missteps are major issues to wholesale political types —consultants, journalists, talking heads, other politicians and all those who follow politics as a sport.

For this wholesale crowd, Biden is not seen as a placeholder candidate who in a counter-intuitive way is saving Democrats from complete rejection from Middle America. He is, rather, perceived by insiders as an obstructionist preventing the real nominee from starting a campaign against President Trump. For this group of “know-it-alls,” Biden is getting in the way of defeating Trump. Plain and simple.

What these Democratic wholesalers, party regulars, and for the most part a majority of Democrats fail to see is that what the Democrats are selling is not resonating with most non-Democrats. They are not buying the story no matter what the Democratic focus groups say in the search for campaign issues that will beat the president.

Sure, most Americans want better and cheaper healthcare. The dirty little secret is that this “Impossible Dream,” one that only the quixotic politician can promise, defies the physics of human exchange. Nothing in life is can be both better and cheaper. Choose your poison, cheap or better, and you will be on far safer ground.

One only must go no further than the Post Office to see how Government-run enterprises succeed on service, and why UPS, FedEx, and other shipping companies are the preferred shipping option when all is said and done.

And let’s not forget the Obamacare website roll-out debacle, which reinforced every notion why Americans have avoided government-run healthcare since Harry Truman recommended it during his administration.

What the Biden Brand does is tacitly remind those who are not quite ready to have the government take over their healthcare, have one’s life more under Washington’s control, and become a little less free when it comes to personal beliefs. In short, Biden presents a moderate alternative to the progressive views of other leading presidential contenders. These are the ones espousing the Green New Deal and Medicare for all.

It frustrates the remaining candidates that Biden’s appeal is as strong as it is. It’s as if the current brood of candidates doesn’t recognize the importance of staying in tune with the voters. They resist adopting Biden’s qualities into their own personal brand.

This oversight on their part misses a golden opportunity to break through the clutter and to cross over to the ever-important independent voters, a group that will decide the election in 2020.

This, of course, would be too easy for any Democrat to execute because of ideological reasons, never practical ones.

But if these candidates were clever, perhaps they could learn a great deal from this venerable political brand.

Joe Biden presents a problem for his party. However, as any good management consultant will tell you, problems present opportunities.

The smart candidate will take the best from Biden — his likability, his warmth, and moderate positions on issues — so that their appeal is not only deep but wide as well. This “out of the box” approach will help reinforce the new idea in politics that everything is easier when you have marketing and branding 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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Let’s face it. Joe Biden is the most likable Democrat the party has to offer the American people for 2020.
joe biden, branding, election, democrats
Tuesday, 03 September 2019 04:40 PM
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