Editor’s note: This week we are revisiting some of the One-Minute Marketer’s most popular blog posts from the past. This one was originally published in January 2012 shortly after the Iowa caucuses.
Iowa’s caucuses are finally over. Now the rest of the nation can enjoy the political ads, telephone calls, robocalls, stump speeches and text messages. Watching the marketing of the presidential candidates, you might believe that marketing a president is different from marketing a company or organization. It is not.
Politicians make sales calls (door knocking, absentee ballots), produce sales materials (brochures, direct mail) and advertise. However, politicians are much more aggressive than most company efforts.
What is funny to me is that most politicians have personality but no clear brand icon; most companies have clear brand icons, but no personality. Sol Sender was the designer of President Barack Obama’s campaign mark. The Obama logo operated independently from the candidate. It is a great logo with a simplistic message and symbolism.
Other candidates have tried to duplicate the design, but without a deeper meaning to the logo, most just look like red, white and blue toothpaste. What politicians do have is a drive, a passion and a willingness to change quickly based on polling information — they also have a lot of personality.
Find the personality of your organization (like Aflac and GEICO have) and get your stakeholder votes.