Jeb! Is fine, as far as logos go. It’s uninspired, sure, but it gets the job done. But as a piece of typography, it’s crap.
— Liz Stinson, Wired, June 16, 2015
You can learn a lot about a company or brand by the way it communicates — visually, through words, and yes, even when speaking with you online, in person, or over the telephone. The same goes for politicians. With the 2016 campaign now in full swing, we are reminded campaign rhetoric and how it is communicated will play a critical role in the selection of our next president.
And, like the marketplace for goods and services, there is a tendency to think that political candidates — dare we say brands? — with the deepest pockets and the highest level of name recognition win. Even the candidates themselves can fall into this dangerous way of thinking.
But money and name recognition are not enough. In politics — like marketing — focus, clarity, values, and trust rule the day.
Take for instance the food industry. According to a recent report issued by Boston Consulting Group in collaboration with IRI, small companies snared roughly $18 billion in sales from their larger competitors across all consumer packaged goods (CPG) categories from 2009 to 2014. A Credit Suisse study of the largest 25 food and beverage companies echoes these findings, concluding their combined market share slipped from 49.4% to 45.1% over the same five-year period.
In other words, consumer trust in big name brands is waning. The winners are less widely known upstart brands with clear messages steeped in the shared values consumers hold dear, like healthier, more authentic foods.
Which brings us to Jeb! Not only does he have a design problem — as pointed out so eloquently above by Liz Stinson — Jeb’s positioning tagline — “All in for Jeb” — is all too revealing in its own right.
Taken in concert with the logo, you immediately learn more than the candidate would like you to know about his purpose and values — and it’s got nothing to do with what’s best for you. It’s all about Jeb! The branding disturbingly cries out, “Forget about you and your concerns Mr. and Ms. Voter. The 2016 presidential election is all about me and what I want and need.” It’s hard to imagine a more narcissistic approach.
Such positioning easily explains Bush’s recent flop in the GOP debate and the accompanying demise in the polls. Self-interest, no matter who you are, is not a compelling call to action nor does it engender passion for the product.
Of course, Bush is not alone. South Carolina Senator Lindsey Graham wants you to know he is “Ready to be commander-in-chief on day one.” That’s good to know. Bobby Jindal says he is “Tanned. Rested. Ready.” Whatever that means. And surely you are inspired beyond measure by Rick Perry’s “A record of leadership.”
How about you? When you speak with prospects, customers, and clients are you boring them with self-interest and bluster or respectfully sharing with them why your product is different and how it will make a difference in their life?
Your products and services have unique inherent value with meaningful benefits that people need to know about. If they didn’t, you wouldn’t be in business. Think hard about what that inherent value is and share it with your clients. They will thank you with their trust and loyalty.
About the author: Doug Knuth claims everything he knows was learned by watching cartoons. He was featured in the June 1991 issue of Millimeter magazine for writing and directing award winning animated commercials and print ads for a Chicago politician.
About MindMeld: MindMeld’s vision is that your business will grow, prosper, and make a positive and lasting impact on the world. We accomplish this vision by helping you discover and communicate the value of your products and services and capitalize on that value. To learn more please contact Doug Knuth at doug.knuth@mindmeldmarketing.com or via direct office line at 779.333.7957.
© copyright 2015, Doug Knuth, MindMeld Marketing, Inc. All rights reserved