THINK ABOUT IT: Learning From Political Marketing and Vice Versa – Endorsements
This article is part of a series that identifies direct observation and analysis from political marketing and its application to customer marketing and vice versa.
Please note that neither this nor any other article in this series attempts to make a political statement. I'm neither advancing nor supporting any candidate or political party in these articles. Instead, this is about marketing—pure and simple—and what we can learn from each other.
As I post this installment contrasting political and customer marketing, there are 32 days, 6 hours, and 59 minutes to the November 5 U.S. Presidential election.
Both presidential candidates, Vice President Kamala Harris and former President Donald Trump, and their running mates are crisscrossing the country to inveigh the American public to vote for them.
Both are touting endorsements from organizations, celebrities, and other politicians.
Former President Donald Trump is showcasing the endorsement of Robert F. Kennedy Jr.—a former independent candidate for President and previously a staunch Democrat.
Vice-President Harris is attempting to trump the RFK Jr. endorsement with the endorsement of Republicans Dick Chaney, former Vice-President, and former U.S. Representative Liz Chaney.
Entrepreneur Elon Musk endorses Donald Trump.
Key influencer Oprah Winfrey endorses Kamala Harris.
Pope Francis raised questions about both candidates.
And the much-coveted International Brotherhood of Teamsters is not endorsing either candidate!
What is the role the role and importance of endorsements?
Endorsements serve as "Reasons-Why" for each candidate’s value and a brand benefit promise.
The Reason-Why is not the reason for casting a vote for a particular candidate, purchasing a specific brand, or prescribing an appropriate pharmaceutical.
No. The role of the Reason-Why is to address “why” the target voter and customer should believe the benefit promise.
It’s one of many credibility aids.
However, while endorsements have value, all are not of equal value!
Think about it: what does an endorsement from the IRS (Internal Revenue Service) suggest?
Personally, it frightens me and calls into question the endorsee.
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It's not wise to cite an IRS endorsement. It makes the endorsee vulnerable to oppositioning.
One of the most compelling endorsements was for the ADA (American Dental Association) for CREST Toothpaste. It supported the brand's superior cavity-fighting protection.
The CREST brand grew threefold in just a few short years following the endorsement to take the leadership position in the toothpaste category.
The endorser should be highly recognizable, trusted, and linked in some special way with the candidate or brand.
Consider for a moment a celebrity who endorses a pharmaceutical for a condition s/he has versus one who merely serves as a spokesperson. Which one is more compelling?
Certainly, the former. Not the latter.
Keep in mind that the use of an endorsement to support your value proposition is a two-way street.
Your brand goes as goes the endorser. For example, if a celebrity endorser gets involved in a scandal, it can tarnish your brand and hurt sales.
THINK ABOUT IT
MAKING YOUR MARKETING MATTER (EVEN) MORE
Please follow me on LinkedIn https://www.dhirubhai.net/in/richarddczerniawski/ , to learn more about the relationship between political and brand marketing and how you can apply the learning to make your marketing matter (even) more.
?To learn more about doing the right things in the right way, read my latest book, AVOIDING CRITICAL MARKETING ERRORS – How to Go from Dumb to Smart Marketing. It addresses what it takes to achieve marketing excellence. You can find it on AMAZON.
Peace and best wishes in making your marketing matter (even) more,
Richard D. Czerniawski