As 9/11 unfolded, a relatively new president, declining in the polls shortly after taking office, George W. Bush, soared in the polls due to his clever use of the image of brand and marketing. He became the icon for confronting the “all evil” that was behind the first attack on American soil since the attack on Pearl Harbor.
What makes a great leader can be seen if we go back to President Franklin D. Roosevelt. His fireside chats have become his megaphone for a country defending its role as the world’s first democracy.
The study of psychology and human behavior is central to all marketing, regardless of the product or service an organization sells. Understanding and predicting people’s future behavior is what determines the tactics and strategy implemented.
The organization can be a business, a political party or a government trying to strengthen the thinking of its citizens. This is a necessary first step in the political marketing process, an even more important step being the development of a consistent message from a leader that resonates with those they lead.
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The evidence is clear in all messaging strategies: repetition is necessary. How many people in the United States think the 2020 presidential election was stolen from Donald Trump? The answer is tens of millions of his followers, which is due to the steady reinforcement of a theme that resonates with the attitudes of his base. Trusted communicators speaking through trusted media channels are a recipe for success.
President Joe Biden has made it very clear to the world that the United States plans to impose the power of democracy and position the United States as the leader of the free world in the same way that Bush did with many of success during his tenure as President. Biden has announced that his job, as a leader of the free world, is to “lead public opinion” and use his bullying pulpit to do so.
In terms of marketing, his job is to strengthen and strengthen the American brand with a resounding statement about the continued strength of democracy. Biden’s political marketing strategy is very clever, moving from his lackluster beginnings to defining his brand on the back of climate change and the economy in order to unite America’s fragile democracy.
Now that he has finally hit his stride against the resounding call of his new administration, he must use social media, traditional media and all other communication channels to continue to reinforce the mission of his presidency. His pro-democracy message must be communicated the same way FDR used fireside chats, and Trump used Twitter to bolster his base’s attitudes — first with his promise to “Make America Great.” again,” then with his assertion that the 2020 election was robbed.
Following in the footsteps of predecessors who implemented a similar strategy during difficult times in the United States, our forecast is a positive trend line in popularity for Biden if he follows through on his promise to strengthen democracy around the world. with the creation of a weekly address to the nation, what might be called “Speaking from the Heart of American Democracy”.
The ultimate goal of a national leader is to empower the thinking and actions of the people of that nation, which is only possible with the right message, paired with the right messenger and continually repeated.
Now that Biden has found the right message, he needs to constantly reinforce it. If he doesn’t, he’s doomed to failure during his tenure in the White House.
Bruce I. Newman is Professor of Marketing in Business Ethics at the Kellstadt Graduate School of Business at DePaul University in Chicago: [email protected] Todd P. Newman is an assistant professor in the Department of Life Sciences Communication at UW-Madison and affiliated with the Holtz Center for Science and Technology Studies and the Nelson Institute for Environmental Studies: [email protected]