Tom Asacker

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Henry Kissinger on politicians

"Ninety percent of the politicians give the other ten percent a bad reputation."

The circus is in town!  And my office is smack dab in the middle of it.  John McCain's NH campaign headquarters is on the floor above me, and the offices of Mitt, Hillary, Barak, and the rest are a no more than a few hundred campaign lawn signs away.

On many occasions, more than I like to think about, I've been asked my opinion on the "branding" of today's presidential candidates:  Who's doing it right?  What influences voters? What are my predictions? Etc.

I typically shy away from such loaded questions, especially since the political tides change so quickly.  One major event can shift voter sentiment, and one gaffe or slip of the tongue can derail a candidate's momentum. It's like commenting on the weather in New England (last week it was below zero and it's over 60 degrees today!) That being said, I have thought a bit about it and do have a few opinions that may be worth sharing.  So here goes.

Choosing the next leader of the free world appears (to many) to be a rational process; one of comparing and contrasting positions on "the issues;" e.g. immigration, national security, health care, taxes, the economy, et al.  Nothing could be further from the truth. In fact, most voters can not accurately state their candidate's positions (ask a handful of people and check their answers at this web site).

Oh sure, they can rattle off a few, but those "pros and cons" are not the basis for their selections. Their decision making processes are much more nuanced and emotional: ones hidden below most people's own level of conscious awareness. That's why most voters make up their "minds" on election day.

If you've been reading this blog, or any of my books, you're probably aware that I've practically beaten this particular semantic horse to death.  But it is worth repeating again in this context: a brand is NOT a promise, nor is it a promise and evidence of promises kept.  Therefore, a candidate's "brand" is NOT what he or she promises to voters, nor what she may have done in the past to "prove her point."

A brand is an expectation . . . period! In this case, it's an expectation of a candidate delivering a certain feeling by way of an experience and/or result. That desired feeling, about the future, is the brand; the impetus, the motivation, the holy grail. 

So, at this particular time (tonight) and in this particular place (NH), what is that desired feeling?  IMHO, for Democrats and most Independents it's hope; hope for change, participation, and engagement.  Inspired hope for something new and different; something inclusive, something uncompromising, something we can all rally around.  A breaking from the status quo.

For Republicans, that feeling is courage, stability and sound judgment. Judgment gained through experience.  Judgment that will maintain our strength, security and status in the world theater. Preservation of the status quo.

So tonight, Republicans, Democrats, and Independents will be voting for a feeling; an aura of inevitability, of specialness. They'll be voting for a future (expectation) that they believe others like them will be hoping for and voting for (either a breaking or preservation of the status quo).  Whomever communicates those messages in a believable manner with empathy, honesty, humor and passion will win tonight's NH primary.

P.S. If I didn't have to rush out to the polls right now, I'd let you in on my predictions. :)

Posted January 8, 2008
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