Presidential Nominees and Brand Archetypes
A fun survey of Presidential nominees brand associations was published by Landor Associates and Penn, Schoen & Berland on October 21. While I did not feel the brands associated with the candidates reflected my own views of which brand I would associate with each candidate, the exercise was a good reminder of the power of brand archetypes. A more considered perspective was that of Robert Draper’s piece, The Making (and Remaking and Remaking) of the Candidate, in The New York Times Magazine’s October 26 issue, regarding the shifting sands of McCain’s campaign narrative. In either case, what is compellingly evident is that Presidential politics are an excellent illustration of the power of associating an iconic story with the person.
Obama has presented himself as a Ruler, with heavy secondary archetypes of a Sage and an Innocent. McCain has by turns been the Warrior, the Hero, the Regular Guy (or “Joe”) or the Rebel (dare I say “maverick”?). These are all fine associations and allow the public to make certain assumptions about each candidate based upon their iconic storyline association. McCain’s problem, however, as identified by Draper, has been the shifting iconic associations made, as his brand archetype has been inconsistently rendered.
Brand archetypes are powerful associations to allude to … but not if they are treated like a chameleon.
Written by Stuart
About the Author: Stuart isn't often heard divulging his shady history. This, unfortunately, is not one of those times.