Taking a Page from the Political Playbook

There is no greater school for an advanced degree in branding (both personal and organizational) than the Ivy League of Presidential Politics. The regional and state schools are fine, too, but require slightly more effort on your part — like a favorite sports team, you have to really understand the game, not to mention having a long memory and the ability to retain facts and stats.

Let’s take the current race for the Democratic presidential nomination — just for starters. As most pundits agree, there is little of substance separating the positions of the three top contenders– Barak Obama, the Clintons and John Edwards. Like many businesses, what they offer their customers can be hard to distinguish. Universal health care? Check. A better economy? Check. Out of Iraq. Check. So, on what basis are we to distinguish their ‘value proposition?’

If, as I believe and consistently preach, perception is reality, than it all comes down to BRAND — the "Ready on Day One’" Hillary, the " Change" Obama, or the "I’m for the Little Guy" Edwards. But that’s just the first step. Each promise of value must be backed-up by a resonant, consistent and memorable emotional appeal -- and that is what Obama seems to understand better than anyone else.

In yesterday’s rousing endorsement by Senator Ted Kennedy, "passing the mantle to a new generation" as many newspapers called it, the Obama brand was not only solidified, but linked inextricably with one of the great American stories of hope and, guess what, change.

What’s the branding lesson here, you ask? Figure out what you stand for and back it up with with an undeniable emotional appeal. You won’t convert everyone–but those that you do will be customers for life.