Branding Democrats: A Top-to-Bottom Reimagining of Campaign Strategies

by Ken Weber, Daryl Weber

Overview

Democrats, stop whining and start winning!

Democrats are terrible at branding.


Political branding isn't about logos, slogans, or messages. It's also not about individual candidates and campaigns.


It's about what Democrats stand for and are known for in the minds of voters. It's how voters feel about the party over years, or even decades.


Today the Democrats' brand is in shambles. And that is costing us elections.


This practical, easy-to-read guide outlines the branding blunders Democrats continually make and delivers specific steps the party can take to turn things around.


The need could not be more urgent. Our democracy is at stake. Let's build the new Democratic brand, together.

Product Details

ISBN-13:	9781637554715
Publisher:	RealClearPublishing
Publication date:	09/13/2022
Pages:	200
Sales rank:	448,091
Product dimensions:	5.00(w) x 7.00(h) x (d)

About the Author

Ken Weber is president of Weber Asset Management, a registered investment advisor firm based in New York. He started the business with no formal training in the financial industry's sales techniques, but within a few years it grew—thanks to branding and marketing—to be among the top ten percent of the industry, based on assets under management. He is the author of the book Dear Investor, What the HELL are You Doing?.


Daryl Weber, Ken's son, is a brand strategist who has worked for some of the biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Google, and many others. He was previously global director of creative strategy at The Coca-Cola Company and a strategy director at the brand consultancy Redscout. Daryl's book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, has been translated into several languages and has received rave industry reviews.

Table of Contents

Introduction 1

Chapter 1 Democrats Are Terrible at Branding 13

Chapter 2 Building the Democratic Brand 29

Chapter 3 Selling the Democratic Brand 49

Chapter 4 Defending the Democratic Brand 103

Chapter 5 Marching Orders 173

Bibliography 181

Acknowledgments 189

About the Authors 191

Editorial Reviews

2022-08-11
In this political book, two professional marketers provide a rebranding strategy for Democrats.

As authors who believe that “America’s future depends on Democrats doing better in elections,” the Webers lament in this book that the party is simply “terrible at branding.” This failure to “exploit the tenets of long-termbranding and smart marketing,” they argue, has opened the door to potential victories by the “radical Right” in close elections despite Democrats’ clear demographic advantages. Fearing that “Republicans are moving quickly to restrict voting rights,” the authors urgently appeal for a revitalization of the party. Tired of “yelling at the television screen…when Democrats do dumb things,” this father-son duo of marketing experts wrote this work to offer Democratic politicians, campaign staffs, and volunteer activists a rebranding and marketing strategy based on a lifetime of personal experience. In the volume, Ken, the founder and president of a successful New York investment firm, and his son, Daryl, the former global director of creative strategy at the Coca-Cola Company, present a practical guide for a “major reset” of the Democratic Party’s marketing tactics. Central to their vision is combating Republican talking points of Democrats as “Coastal elites” by relentlessly emphasizing that the party “fights for the people.” Accompanying their rebranding plan are also business-tested strategies on how to protect, reinforce, and saturate the political marketplace with that brand. As the authors of previous business and marketing books, the Webers are skilled writers who effectively distill their acumen into an accessible account of under 200 pages that is designed for readers (including politicians) from outside the financial world. With a firm grasp of both 21st-century politics and marketing strategies based on consumer data, psychological studies, and even neuroscience, the authors make a convincing case for their rebranding overhaul. Still, some on the left, already leery of the rise of neoliberalism and Democratic ties to corporations, may question the wisdom of prioritizing marketing strategies over rethinking the party’s centrist policies.

A convincing, practical case for immediately rebranding the Democratic Party.

Kirkus Reviews