Dems Could Learn From Uncrustables

A reader in San Francisco pointed us to this post from Whisper Blog:
One of the branding lessons that can be taken from the 2004 U.S. Presidential election is that in the States, voters are consumers and candidates are brands. And just like consumers of Uncrustables, Budweiser or Volkswagen, they make emotional, not logical decisions.
The best way to get the consumer to make you their choice is with a singular top-of-mind emotional message, a message that allows you to own the conversation. Once that message has been established, all sub-messaging must work in the same direction as the main message.
The fate of the Democratic challenger in yesterday’s election vividly demonstrated what happens to a brand that becomes bogged-down with multidirectional logical messages. If you need more proof consider this: there isn’t a single human being on the planet, no matter how busy, who doesn’t have the time to make a simple peanut butter and jelly sandwich, and yet Uncrustables have convinced millions of American’s otherwise.
Imagine if you actually had a product with a logical benefit and an emotional hook? You would own the conversation.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.