Branding can do a lot for politics, although it is exclusively based on communication, and not always well managed. Personal brand, endorsement with personalities or engagement with the public are very common terms for brand managers. The pity is that the political parties, in our country, are far from being effectively managed as true brands.

Political parties, supposedly by and for the population, are articulated today as private clubs of their managers, a set of  Mexico WhatsApp Number List members who share the strictest sense of belonging and the denial of anyone who does not share the same opinion. An approach totally contrary to having the citizen at the center of its strategies.

Like any brand that has reached its end of life cycle, the old parties need a complete regeneration if they want to survive the storm in which the new formations dispute their privileged position in the market. After the constant scandals, even its supporters are not willing to continue defending an acronym that has come to shame them. Ideology, the pillar by which all formations have been sustained, is now being replaced by a necessary term in the management of any brand: reputation. Although perhaps more than a regeneration, in many cases a complete discontinuation and a launch of a new product would be preferable, even if it was from the same brand.

Faced with this, the strategy of the parties is to stop promoting their acronyms by giving priority to the names of their candidates, in an attempt to hide their most recent failures to promise their brands. But building a brand takes time and a careful strategy. Unlike other brands that seek the continued trust of the public, political brands seem to be focused only on gaining trust every four years, when the ballot box becomes the best indicator of sales and trust.

The functional purpose of branding is to identify a differential promise about the values ​​of a brand, and communicate it coherently and consistently to consumers. Political parties have failed miserably in transmitting that brand promise, resulting in the total loss of citizens’ trust. As this loss is not exclusive to any party, but transversal, what has been achieved is a loss of confidence towards all of them.

In the absence of a clear promise, supporting only their messages by generalist ideologies, the parties insist on the speeches of fear and discrediting the opposite. But what would happen in the outside world if Pepsi were obstinate in telling us how bad the ingredients of Coca-Cola are for our organism? Or if Volvo insisted on repeatedly telling us what would happen to us after any accident in a car of another make?

Fortunately, the population is not stupid and chooses those brands with which they feel identified, that have taken care to build a positive dialogue and that really mean something special. Appearance totally neglected by our political brands.

Let’s look at how during the recent economic crisis the only tone present in any news program has been negative. Months and months of pessimistic and negative information that have caused the population to stop being interested in these messages, even decreasing the audiences of the news or newspaper sales. It is clear that negative messages do not get followers outside their lines. Politicians should learn that they should not communicate only for those who vote for them, but above all for those who do not vote for them, just like any brand trying to enter the home of new consumers.

Even when we vote against something, people want to vote for a clear alternative, just as people prefer brands that offer something and not just those that avoid something.

Nothing happens by accident. Even if we go from parties to politicians, or what is the same, from brands to branded products, it is necessary to build an emotional connection between the product and the customer. And that is something that is not satisfied only during a campaign (even if it is electoral). It is time for political parties to take good note of what good brand management means and what it can do for them.

Leave a Reply

Your email address will not be published.