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The Candidate as a Brand.

The politician is really very like a product.  He needs to be known, his image easily recognized, his attributes and skills understood, his platform and promises made familiar to -- and desired by -- his target audience. Unfortunately, and unlike consumer brands, the manner by which politicians are publicized is inefficient, haphazard, prone to misunderstanding and malicious distortion.

Publicity in the news reduces him to soundbites, which oversimplifies what he wants to say. Public speeches are not appropriate venues to go deep into his advocacies and platform of government. And while the 30-second technology of advertising restricts him to punchlines and jingles, he must rely on it. To attain success, he must make the jump from product to brand.

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