Branding 14 Jan 09 Quito

8/4/2019 Branding 14 Jan 09 Quito

1/43

Don Wal ter

Br anding,Adver tisingand Politics

ideas and analysis

14 JANUARY 2009

QUITO, ECUADOR


2/43

Background

Don Wal ter

ideas and analysis

How is that you know thatthe color of can of CocaCola is red and that a canof Pepsi is blue?

Branding.

What is Branding?

Br anding, Adver tising and Politics


3/43

Don Wal ter

ideas and analysis

Br anding, Adver tising and PoliticsBackground

What message isconveyed to you?

What do you feel?

What do you believe?

What is the single wordthat describes this

message?


4/43

Don Wal ter

ideas and analysis


What about thesebrands?

What is the word?


5/43

Don Wal ter

ideas and analysis


What about thesebrands?

What is the word?


6/43

Don Wal ter

ideas and analysis


What about thisbrand?


7/43

Don Wal ter

ideas and analysis


The theme,

the messages,the issues.

The metaphorof a tree.

How do you cr eatea brand?


8/43

Don Wal ter

ideas and analysis


The O represents Obama and he can use the logowithout his name next to it. Hes claiming the O asGeorge W. Bush claimed the W.

The blue O and the red stripes represent the flag

The red stripes represent the plains, the American farmland

The Os whitespace represents the sun, shining over theplains. Because its white, it evokes sunrise, not sunset.

How do you cr eatea brand?

The genius of Obamas brand.


9/43

Don Wal ter

ideas and analysis


Control the

image.

A logical

syllogism.

How do you advancea brand?

Major PremiseMinor PremiseConclusion


10/43

Don Wal ter

ideas and analysis

Br anding, Adver tising and PoliticsHow do you defendthe br and?

Deny

ExplainAdmit

Respond


11/43

While there is a difference between a 30 secondbroadcast TV ad the specific focus of this presentation-- in the end it is all about the brand.

What does that mean? It means that advertising is

a term that needs to be defined much more broadlythan a traditional :30 TV ad.

Obamas first ad for President ran in June, 2007in Iowa. While that commercial may have beenthe official start of the advertising campaign,his ad supplemented a month's worth of voter contacts

that began with a mass mailing of DVD biographies,followed by a day-long canvass that knocked on 30,000doors.

So the ad was a tactic involved in a larger outreach strategy.

What is advertising?


Don Wal ter

ideas and analysis


12/43

News Stories, Media CoverageAds on television are usually :30 or :60 in length.In campaigns an ad usually doesnt run more thana week and voters wont see them more than 7or8 times.

A news story however can be covered on TV,radio, print, every where -- for days or weeks.

Images and stories lines developed in the mediacan define a candidate more completely than anycampaign ad.

Here are the Top 10 News Stories of the campaignthat have defined the candidates and shaped theoutcome of the election more than particular ad.

News Stories, Media Coverage

T

OP1NEWS STORIES0


Don Wal ter

ideas and analysis


13/43

Obama: 'Bitter' commentswere ill chosen

Talking about how the loss of jobsover 25 years has sapped the hopeof small-town Pennsylvania residents,Obama said at a fund-raiser, "they getbitter, they cling to guns or religion orantipathy to people who aren't like themor anti-immigrant sentiment or anti-tradesentiment as a way to explain theirfrustrations." The statement was usedextensively by Hillary Clintons campaignto promote the charge that Obama is not afriend to the working class.

10 12 APRIL 2008OBAMA BITTER REMARK

Don Wal ter

ideas and analysis



14/43

917 JANUARY 2008

"How," a woman asked Hillary Clinton atan event in Portsmouth, N.H., designed towoo undecided voters, "did you get out thedoor every day? I mean, as a woman, I knowhow hard it is to get out of the house and getready. Who does your hair?" Clinton chuckled,

made a few jokes about how she "has help"on certain days (but those are never the picturesyou see on Web sites, she joked). Then shepaused. Her eyes grew red. The coffee shop,packed with about 100 members of the mediaand 16 outnumbered voters, grew silent. "I justdon't want to see us fall backward as a nation,"

Clinton began, her voice strained, her eyes welling."I mean, this is very personal for me. Not justpolitical. I see what's happening. We have toreverse it." She was talking about the countryunder George W. Bush, but it may well havebeen a metaphor for her campaign.

HILLARY CRYING

Clinton chokes up,is applauded,

at campaign stop

Don Wal ter

ideas and analysis



15/43

8 23 JANUARY 2008BILL CLINTON TALKING ABOUT RACISMOn primary election day inSouth Carolina, formerPresident Bill Clinton hada run in with the media when

talking about Obamasimpending victory in thatstates primary. The flackresulted in Bill Clintonmoving away from the spotlight and into the shadows foralmost 3 months neutralizing

one of Hillary Clintons largestassets among Democratic partyprimary voters.

"No. I think that they played the racecard on me. And we now know, from

memos from the campaign and everything,that they planned to do it along.

Bill Clinton

Don Wal ter

ideas and analysis



16/43

7 OCTOBER, 2008KEY ENDORSEMENTS OF OBAMAIn the closing weeks of the campaign, theendorsement of Paul Volker, former Chairman

of the Federal Reserve, Warren Buffet, Americasmost respected businessman and investor, andColin Powell, former General and Secretary ofState under President Bush were, in my opinion,incredibly powerful (in that they demonstratedsupport for Obama on the two questions of theday economic security and national security)

and beautifully timed.

Colin Powell's endorsementof Barack Obama is a vote against GOP

Don Wal ter

ideas and analysis



17/43

6 2007-2008OBAMA FUNDRAISINGBarack Obama raised and presumably spent approximately $750,000,000. Obamacrushed all previous records and will outspend John McCain about 3 to 1. To putthat money into perspective, in the last 11 months, Barack Obama will have spentmore money to advance his brand (using TV, radio, print, free media, etc.) than did

Diet Coke, GEICO or even McDonalds.

Having so much money for advertising and other strategies provided a safety net forthe campaign. On the one hand, when there was bad news the Obama campaign wasable to temper the message with positive images and messages of their own. On theother hand, the campaign had almost limitless ability to attack (and continue to attack)McCain-Palin. The campaign was always able to disseminate its message to people.

That is why Obamas polling numbers have been so consistent and why he is doing sowell in so many states (the campaign is advertising in states like Virginia, Montana,Colorado, Missouri, Florida where Democrats rarely spend money late in the race).

Don Wal ter

ideas and analysis



18/43

52008MEDIA LOVE AFFAIR WITH OBAMASince winning the Iowa caucuses, the NationalMedia has loved Barack Obama. Whetherbecause of his message of hope, his historiccampaign, or when compared with Bush, McCain

and Hillary Clinton, they just liked him more themedias coverage of Obama has been incrediblyfavorable. This coverage has given him not onlya huge advantage over John McCain but helpedsustain his brand image in the face of criticismby the Republicans.

Don Wal ter

ideas and analysis



19/43

42008WALL STREET BAIL OUT/CREDIT CRISISWhile a number of events triggered the bail out of Wall Street(legislation that was signed into law on Oct. 3, 2008), for ourdiscussion, I maintain that the political implications of crisisbegan on September 3, 2008 when the government took control

of Fannie Mae the giant mortgage guarantor. In early September,John McCain held a slight lead of Barack Obama in severalnational polling samples. Since then, the Republican has neverbeen ahead trailing between 3% to 7%. The incredible intensityof the issue magnified the anger and frustration felt by manyAmericans galvanizing their distrust of George Bush and those incharge. As a result, Barack Obama a black man from a culturally

mixed family who has virtually no record in Washington, whencompared with Republican John McCain who is a friend of GeorgeBush and had served in Washington for 25 years easily solidifiedhis image as the agent of change. Further, such a tsunami of news(about the bail out) completely drowned out the messages ofboth candidates freezing their positions in the polls.

Don Wal ter

ideas and analysis



20/43

3 SEPTEMBER - PRESENTSARAH PALINFor a brief moment, the selection and media circussurrounding the selection of Sarah Palin broughtenergy and support to John McCains campaign.Immediately after the announcement of her selection,

three issues evolved to define her role and ultimateaffect on the campaign.

rdSarah Palins convention speech on September 3 .The expectation of and interest in Sarah Palin wasextraordinary. More people tuned into watch herspeech on TV than for any other night of the convention.She was the star. And, for the next several weeks afterher speech, the expectation lessened and the suspicionthat maybe she was not the right choice for McCain wasestablished.

CONVENTION SPEECH

Don Wal ter

ideas and analysis



21/43

3 SEPTEMBER - PRESENTSARAH PALINVP DEBATE WITH BIDENSarah Palins Debate with Joe Biden on October 2nd.Although boring, the event was viewed by 70 million

Americans, the second most watched debate in History.Far more people watched Palin v. Biden than theMcCain v. Obama debates.

70Million Viewer sDon Wal ter

ideas and analysis



22/43

Sarah Palins interview with Katie Couric that airedth

September 24th-25 . Attacked for not granting

interviews to national broadcast journalists, Palinmet with Katie Couric of CBS news. During theinterview, it was clear that Palin was not nearly asbriefed on world and national as was expected andwhen compared with the other three nationalcandidates.

COURIC INTERVIEW3 SEPTEMBER - PRESENTSARAH PALIN Couric: But he's been in Congress for 26 years.He's been chairman of the powerful CommerceCommittee. And he has almost always sided withless regulation, not more.Palin: He's also known as the maverick though,taking shots from his own party, and certainlytaking shots from the other party. Trying to getpeople to understand what he's been talkingabout - the need to reform government.

Couric: But can you give me any other concreteexamples? Because I know you've said BarackObama is a lot of talk and no action. Can yougive me any other examples in his 26 years ofJohn McCain truly taking a stand on this?

Palin: I can give you examples of things thatJohn McCain has done, that has shown hisforesight, his pragmatism, and his leadership

abilities. And that is what America needs today.

Couric: I'm just going to ask you one more time- not to belabor the point. Specific examples inhis 26 years of pushing for more regulation.

Don Wal ter

ideas and analysis



23/43

3 SEPTEMBER - PRESENTSARAH PALINAs a result of this interview, the nationalmedia characterized Palin as uninformed,inexperienced and not ready to be President.She was not only neutralized as an asset for

McCain but has proved to be a major liability.

After examining the TV news coverage ofPalin from September 29 to October 12, oneorganization found that ABC, NBC and CBSnews shows ran 69 stories about Palin; 2 storieswere positive, 37 were negative and 30 were

neutral. The 2 positive stories were a two-partinterview with Palin's parents on the CBS EarlyShow. Polls showed a 17 percent increase inPalin's unfavorability ratings in the last month.As evidence of the magnitude of her liability,Obama ran anti Palin ads something aPresidential candidate has never done before.

Don Wal ter

ideas and analysis



24/43

2 SUMMER, 2007 - MARCH, 2008MCCAINS PRIMARY VICTORY OVER RIVALSDespite being wildly outspent and without theconservative base, McCains campaign used the

campaign of former Arkansas Governor MikeHucklebee as cover to conservatives to beat MittRomney. The strategy (and luck) allowed McCainto bring home the conservative base. As of October30, 2008, McCain was supported by 88% of theGOP base.

Don Wal ter

ideas and analysis



25/43

1 SUMMER, 2007 - JUNE, 2008OBAMAS PRIMARY VICTORY OVER HILLARY CLINTONWithout much doubt, the most important media storyduring the campaign (up until today), is the Obama'sstunning victory of Hillary Clinton to win thenomination of the Democrat Party. When he firststarted his campaign, Barack Obama was a long shotcandidate. Every candidate running against Hillary(and Bill) Clinton was considered a long shot. HillaryClinton had the team, the money, the legacy of BillClinton, and she was the only woman in an 11 personprimary. Her incredibly flawed political strategyignored caucus states (allowing Obama to run up hisdelegate counts) and did not extend beyond SuperTuesday. By beating Hillary, Barack Obama instantlybecame Presidential worthy, it developed, tested andperfected his grass roots and other organizations, hiscommunications team (and discipline), his fundraisingteam. It was as if he had a warm up game before thereal game began.

Don Wal ter

ideas and analysis



26/43

Driven in a large part by the Top News Storiesof the 2008 Presidential Campaign, are indelibleimages of the candidates.

These images are the derivative of the newscoverage. Some favorable, some not so favorable,these images are more defining of the candidatesthan either their news source or political ads.

Images of the CandidatesTOP

FIVEIMAGES

Not made by Ads or the News

Don Wal ter

ideas and analysis



27/43

Images of the Candidates Not made by Ads or the News

In Philadelphia, PA, Barack Obama gave a policyspeech on matters not just of race and recentremarks but of the fundamental path by whichAmerica can work together to pursue a betterfuture. More than 5 million people havedownloaded this 37 minute speech.

The image created here is that Obama is acelebrity.

5 MARCH 18, 2008A MORE PERFECT UNION SPEECH BY OBAMAThe Celebr ity

Don Wal ter

ideas and analysis



28/43


4 JANUARY 3, 2008 & JANUARY 9, 2008IOWA AND NEW HAMPSHIRE VICTORY SPEECHES BY OBAMAFollowing his victories in Iowa and New Hampshire (the first two primary/caucus states)over Hillary Clinton and his other opponents, Obama gave uplifting speeches about hope,progress and winning in November.

Millions of people watched these two speeches live, tens of millions of people read aboutthem in the news papers, heard about them on the radio and saw clips of them on TV. Furthermore than 3 million people downloaded these 13 minute long speeches.

Both speeches were statesman like, classy and strategically brilliant. Right out of the gate,Obama looked and acted Presidential.

The speech in NH reminded people that Obama's victory in Iowa was not a fluke and that hewas the clear front runner in the campaign for the nomination.

The Winner

Don Wal ter

ideas and analysis



29/43


3 SEPTEMBER 3, 2008PALIN CONVENTION SPEECHIn the history of Television, more peoplewatched Sarah Palins speech before theRepublican National Convention than anyother speech by any other VP candidate.

37.2Million Viewers

The Expectation

Don Wal ter

ideas and analysis



30/43


2 SEPTEMBER - PRESENTPARODIES OF PALINIn all most every news cycle since the second weekof September and at much stronger volume sincePalin's interview with Katie Couric, the media hasparodied Sarah Palin as a candidate who isunprepared to be President of the United States.The consistency and level of the parodies on nationaltelevision, talk radio, newspapers and thousands ofblogs on the internet have kept the attention on her

inabilities and inexperience and away from JohnMcCain's messages and McCain's comparisons withObama. The largest audience for the show in 14 years.

The Joke

Don Wal ter

ideas and analysis



31/43


1 2008BUSH AND MCCAINBefore a single vote was cast in Iowas caucusesin early January, it was clear that any Democratwould want and need to tie George W. Bush tothe Republican Nominee. While it could have beena little more difficult to tie Bush to McCain, whoopposed him during the election in 2000 and onmany key issues since, the message that Republican

McCain would continue the same failed policiesof George W. Bush was successful and arguablyfatal to McCain campaign.

Images such as those above and statementsmade by McCain during the Republican primarymade the job of the Democrats easier.

The Connection

Don Wal ter

ideas and analysis



32/43

5

Advertising

TOP

TV ADS

Now that we know what the top mediastories were during the campaign andnow that we know what images werecreated as a result, lets talk about thetop campaign ads.

I define best as ads that are memorableall unto themselves -- spots that will last thetest of time.

If you know Daisy, Willie Horton, Tank,or Bear, you will remember these ads years

from now.

Don Wal ter

ideas and analysis



33/43

Campaign Ads

5In early January, 2008, MoveOn.org Political Actionplaced this ad on TV in NH and IA. The ad is like morethan a dozen others paid for by Obama and othergroups all designed to link President George W. Bushwith John McCain.

Weaving together a variety of different issues rangingfrom their connection on the war in Iraq, the bailout ofWall Street, their policies to give tax breaks to the rich,health care, etc., all of these ads effectively linkedMcCain to George W. Bush - who has had amongthe lowest level of pubic approval of any President inUS history.

Fair or not, accurate or not -- the image stuck.

MOVEON.ORG Escalation

Don Wal ter

ideas and analysis



34/43

Campaign AdsTitled "His Choice," the spot begins with quotes fromMcCain admitting his lack of economic know-how.The last line has McCain declaring, "I might have torely on a vice president that I select" for expertise oneconomic issues. The ad ends with the challenge:

"On November 4th, You Get to Make Yours."

It is considered politically taboo for a presidentialcandidate to go after a vice presidential candidate.To be sure, much of the ad focuses on McCain's recordon the economy. But the inclusion of Palin is indicativeof just how large a liability the Obama campaign --

indeed, the political community at large -- believedshe had become for the GOP ticket.

His ChoiceBar ack Obama

4

Don Wal ter

ideas and analysis



35/43

Campaign Ads John McCain The One

In this ad Barack Obama is sarcastically mocked as"The One" -- a quasi-religious figure who "anointed"himself to lead the world.

"Can you see the light?" the hard-hitting negative ad

asks, following up on Republican McCain's campaigntheme that the Illinois Democrat is arrogant,transfixed by his own celebrity and not yet readyto lead.

3

Don Wal ter

ideas and analysis



36/43

Campaign Ads John McCainCelebrity

On July 30, 2008, John McCain's campaign launchedthis ad featuring images of Britney Spears and ParisHilton. The ad was designed to link the young, recklesscelebrities with Barack Obama. The ad questionswhether he is ready.

The ad led to Paris Hilton and others to respond to thecharge with their own ads -- which only kept the issuebefore the media for another two weeks.

While millions of voters down loaded the spots off theinternet, TV news coverage of the spots was huge.

2

Don Wal ter

ideas and analysis



37/43

Campaign Ads Hillar y Clinton 3 AM

The ad features images of people (including children)sleeping in their beds in the middle of the night.They are unaware of potential threats to their security.

While they sleep, threats may be on the move.

When the call comes in the middle of the night, whodo you want answering the phone, Hillary Clinton whohas lived in the White House and served as a Senatorfor years -- or Barack Obama who has no experience.

The ad plays on all of our fears and projects an image

of Obama that helped define his candidacy.

1

Don Wal ter

ideas and analysis



38/43

Commercial Campaigns

Don Wal ter

ideas and analysis



39/43

Commercial Ads

Don Wal ter

ideas and analysis


TOP10

SLOGANS

TOP TEN SLOGANS1. Diamonds ar e For ever ( DeBeer s)2. Just do it ( Nike)3. The pause that r efr eshes ( Coca-Cola)

4. Gr eat Taste, Less Fill ing ( Miller Lite)5. We tr y har der (Avis)6. Good to the last dr op ( Maxwell House)7. Br eakfast of Champions ( Wheaties)8. Does she... Or doesnt she? ( Clair ol)

9. When it r ains it pour s ( Mor ton Salt)10. Wheres the beef? (Wendys)

OF ALL TIME


40/43

Don Wal ter

ideas and analysis

Br anding, Adver tising and PoliticsCommercial Ads

TOP TEN JINGLES1. You deser ve a br eak today ( McDonalds)2. Be all that you can be ( US Ar my)3. Pepsi Cola hits the spot (Pepsi Cola)

4. Mm Mm good ( Campbells Soup) )5. See the USA in your Chevr olet ( GM)6. I wish I was an Oscar Meyer Wiener ( Oscar Meyer )7. Double your pleasur e, double your fun ( Wr igley s Gum)8. Winston taste good like a cigar ette should ( Winston)

9. It s the Real Thing ( Coca-Cola)10. A little dabll do ya (Brylcreem)

TOP10

JINGLESOF ALL TIME


41/43

Don Wal ter

ideas and analysis


TOP TEN ICONS1. The Mar lbor o Man ( Mar lbor o)2. Ronald McDonald (McDonalds)3. The Gr een Giant (Gr een Giant)

4. Betty Cr ocker (Better Cr ocker )5. The Ener gizer Bunny ( Ever eady)6. The Pillsbur y Doughboy ( Pillsbur y)7. Aunt Jemima ( Aunt Jemima Pancakes and Syr up)8. The Michelin Man ( Michelin Tir es)

9. Tony the Tiger ( Kelloggs)10. Elsie (Borden Dairy)

TOP10

ICONSOF ALL TIME


42/43

Don Wal ter

ideas and analysis


TOP TEN AD CAMPAIGNS1. Volkswagan, Think Small , 19592. Coca-Cola, The pause that r efr eshes , 19293. Mar lbor o, The Mar lbor o Man , 1955

4. Nike, Just do it , 19885. McDonalds, You deser ve a br eak today , 19716. DeBeer s, A diamond is for ever , 19487. Absolut Vodka, The Absolut Bottle , 19818. Miller Lite Beer, Tastes gr eat, less filling , 1974

9. Clair ol, Does she... Or doesnt she? , 195710. Avis, We tr y har der , 1963

TOP10

CAMPAIGNSOF ALL TIME


43/43

Don Wal ter

ideas and analysis

Br anding, Adver tising and PoliticsPr esentation LinksTOP NEWS STORIES

Katie Couric Interview with Sarah Palinhttp://www.cbsnews.com/video/watch/?id=4476649n

IMAGES TOP 5

Victory Speech, January 3, 2008.http://www.youtube.com/watch?v=yqoFwZUp5vc

A More Perfect Union, March 18, 2008.http://www.youtube.com/watch?v=pWe7wTVbLUU

Yes We Can, January 9, 2008. Iowa Victory Speech

http://www.youtube.com/watch?v=Fe751kMBwms

Palin Convention Speech (13.58 Piper Palins Lick)http://www.youtube.com/watch?v=UCDxXJSucF4

Sarah Palin Parodies.http://www.nbc.com/Saturday_Night_Live/video/clips/update-palin-rap/773781/

Original TV ad by Obama linking McCain to Bushhttp://origin.barackobama.com/tv/advertisements/

Branding 14 Jan 09 Quito

Documents

Transcript of Branding 14 Jan 09 Quito