LEARNING FROM THE BEST- CREATIVE BRANDING CAMPAIGNS BY GOVERNMENT AND CONGRESS

When the subject of marketing best practices and successful branding campaigns comes up for discussion, the government and the lawmakers, irrespective of their political stripes, do not rank at the top of the list. However there is much to be learnt from this group for creating succinct, attractive and effective branding concepts in support of strategic positioning of their key issues, and then deploying a very effective branding campaign.

An exemplary example is the positioning of a number of initiatives under the “Ownership society” brand. This brand includes products like home ownership, financial ownership, as well as ownership of the future. No matter which political or economic belief a customer swears by, she can relate to the simple, effective concept of “ownership.” Further, this campaign is being driven by the chief executive, President George W. Bush. By positioning this brand directly with customers, he has ensured high awareness and belief in the value of the brand, as evidenced by media coverage and public opinion polls in support of the brand. Once the branding has proven successful, it has been expanded to include the launch of a new product, the “Social Security Privatization” initiative.

Another example of the power of the brand is the “JOBS” bill. Short for “Jumpstart Our Business Strength” this bill was drafted as part of a drive to repeal a $5 billion-a-year subsidy for U.S. exporters that the World Trade Organization ruled illegal. Highlighting this bill as a response to the WTO ruling would have played poorly in the public opinion as caving in to WTO. However, when branded as a “Job Creation” bill, it lends itself to a number of initiatives that can be promoted under this umbrella. The final bill, titled "American Jobs Creation Act of 2004" was signed this into law by President Bush on October 22, 2004. One of the items in this bill allows a U.S. corporation with a stake in certain foreign corporations may make a one-time election this year to shift foreign earnings to their U.S. headquarters at an effective 5.25% rate, instead of the typical 35% corporate rate. Another item reduces excise taxes on the sale of bows and arrows, fishing tackle boxes and sonar fish finders. While these initiatives might have been hard to sell on a stand-alone basis, the branding power of the JOBS bill enhances the marketing of them. This bill has been actively promoted by corporations and legislators alike as a key driver for job growth, since there are attractive elements for many constituencies.

There are a few more examples of the power of branding campaigns by the legislature, including the “Unborn Victims of Violence Act”, the “Leave No Child Behind Act”, the Affordable College Tuition Act of 2004, and the “Clean Money, Clean Elections Act.” The marketing lesson is quite clear- ignore the politics, and learn from the branding!