Tags: joe biden | vice president | presidential election

Biden's Brand Has Issues as 2020 Approaches

Biden's Brand Has Issues as 2020 Approaches
(James Vallee/Dreamstime.com)

By Monday, 14 January 2019 01:39 PM Current | Bio | Archive

People are talking about Joe Biden running for president.

As the thinking goes, the Democrats lost the blue collar vote to Trump in 2016. With Biden, with a working-man background, they can win back the presidency with a candidate who will motivate those who are disenchanted with the president.

Unfortunately, nothing could be farther from the truth and is merely wishful thinking from old-school Democratic strategists in search of a more moderate Democratic Party. The hard truth is that the party has moved more left, and way beyond Joe Biden. Simply said, the new Democratic Party is hipper, more progressive, and more ageless than the former Vice President.

Biden on the surface appears to offer a brand that can do very well in the 2020 presidential sweepstakes. However here are many Biden brand characteristics that might not be the best alternative to beating the current occupant in the White House, Donald J. Trump.

His Age

Politics is a young person’s game. The grueling traveling, the rubber-chicken dinners along with the incessant interviews that challenge even the most well-trained individuals are all considerations for the Biden brand. The question is whether Biden has the “fire” in his belly to make another run for the presidency in years 76 and 77 of his life, only to take office at 78.

His Health

In August 2018, Biden canceled a campaign event under doctor’s orders, adding to speculation about his health.

An open, candid and thoughtful discussion regarding this issue in an unemotional way is needed for closure regarding the Biden brand. Democratic primary and general electorate voters need to know just how healthy Senator Biden is so that they can decide whether he would be able to do the job in 2021 when he takes office.

His Experience

Many in his party will never forgive Biden’s botched handling of the Clarence Thomas hearings where he failed to protect Anita Hill after she bravely testified against Judge Thomas. He was criticized specifically for not subpoenaing witnesses who could have reinforced her position.

In addition, Biden had a problem with plagiarism that received significant press coverage when running for President in September 1988. He plagiarized a speech by a British politician which led to allegations of law school plagiarism and exaggerating his academic record. He soon withdrew from the race.

His Political Philosophy

Biden’s gaffe-prone behavior is part and parcel of the Biden Political Brand. The New York Times dedicated a story of all the gaffes made over the years, which includes the infamous open mic expletive deleted expressing his elation over the passing of the Affordable Care Act.

In addition to his way with words, Biden has a political philosophy that is not quite in sync with the younger members of his party. This presents a problem for younger party members who may want candidates who are more like them in philosophy and who they can get excited about working with in a campaign.

There is no question that Senator Biden has the gravitas to be the nominee in 2020. The issue is whether blue-collar voters will switch to him and whether Democrats will nominate him. It all depends on whether Biden understands that it is always 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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People are talking about Joe Biden running for president.
joe biden, vice president, presidential election
Monday, 14 January 2019 01:39 PM
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