Political branding can be a tricky business, says Jeremy Alford in his latest column, and many times, a candidate either has it or they don’t.
“Then there’s the best kinds of political brands in Louisiana, which are either inherited or come about organically,” writes Alford. “A skilled practitioner can also build an enviable brand over the course of a political career, but they’re not easily rehabbed when tarnished.”
In next year’s race for governor, Alford says the four declared candidates offer differing shades of these brand archetypes.
“They have unique stories to tell that will prompt various feelings and memories, and images to present that will create instant understanding. It’s exciting to watch this important race shaping up along these lines, some 10 months before the open primary election,” Alford writes. “I just hope the candidates won’t forgo a real and honest brand for clever packaging.”
In the recent federal elections, he says, Republicans didn’t sell Congressman Bill Cassidy to voters as the best product for the U.S. Senate.
“Rather, a majority of voters bought into an avalanche of angst against Sen. Mary Landrieu and President Barack Obama,” Alford writes. “Just like Apple sells a lifestyle, and not just a phone, the GOP pushed emotion, not necessarily a candidate.”
Alford says all of the four announced candidates for governor—Democrat Rep. John Bel Edwards, and Republicans Sen. David Vitter, Lt. Gov. Jay Dardenne and Public Service Commissioner Scott Angelle—have work to do when it comes to branding, and he suggests they get out in front of it early.
“It’s important that we get to know these candidates before they tell us where they’re going. As such, it would be a big mistake for them to confuse branding with packaging, because we’ve already had enough of that elsewhere, including the Governor’s Mansion,” he writes. “So here’s an early and open invitation for the next couple months: Politics aside, show us who you really are, not what you think you should be. There will be plenty of time for that later.”
Jeremy Alford publishes LaPolitics Weekly, a newsletter on Louisiana politics, at LaPolitics.com. Follow him on Twitter, or on Facebook. He can be reached at JJA@LaPolitics.com.
