Sloganeering: Is a “A Better Deal" Better for Dems?
What do you think about this slogan? Having helped lots of big organizations come up with influential experiences, I thought I'd weigh in with my super authoritative, sage, brainiac opinion about how effective this pitch will be:
I have no idea. Here's why...
For years, I've been counseling clients to abandon navel gazing and false clairvoyance as means to coming up with influential things to say to their constituents. There's a process around developing influential messages.
We producing a series of tutorials about producing influential messages now. But, for purposes of this post, the net-net of the long-form process looks something like this...
Target an audience, discover their hot buttons, create a list of ideas intended to push those buttons, find the winner, launch it, measure the results...rinse, repeat.
The process short-circuits our tendency to "think deeply" about what motivates target audiences. We can't figure that out from navel gazing. We need to go to constituents' "countries" and learn their language and culture first.
Then, we can think, but only enough to create a few alternative messages. We lack the ability to predict a winner. That's where getting constituents' feedback along the way comes in.
Did the Dems do that?
Does "A Better Deal" have the fingerprints of heartland voters on it, or was it concocted in a vacuum by beltway pundits?
I'm not one to look at a message and foretell how well it will do.
I'm far more surefooted about fortune-telling when I see the process by which messages are built. It's like looking under the sheet metal to see if the car was put together with welds or with Velcro.
My confidence in Dem's most recent attempt at sloganeering is slightly buoyed by Politico's reference to polling voters' responses in battleground House districts.
And, in the end, I'm not sure that campaign slogans even matter that much. This kind of sloganeering for master brands is more useful for selling relatively stable products, like furniture, to fairly homogeneous groups, like furniture shoppers, over years in which a slogan lodges between the synapses in our heads.
The opposite is increasingly true for political campaigns today. They market to an electorate that is more fragmented, polarized and cocooned in alternative realities than ever. The longest campaigns, presidential, are just long enough for some voters to recall what their slogans were.
Then there are the dynamics of political campaigns. "A Better Deal" may become obsolete if it starts out being relevant. It's going to be subjected to the louder whir of competing campaigns, candidates, headlines, speeches and tweets addressing voters in districts reflecting the spectrum between blue and red.
But, that's just me.
What do you think of "A Better Deal"?