Has “political” become a bad word? If you follow the press these days it has. When something has become politicized it takes on the aura of an agenda. And today a political agenda is either left leaning or right leaning. Moe Davis, running in NC’s 11th district to replace Mark Meadows pointed out recently that the armed services isn’t republican or democrat. Not everything has to be political.
In branding, the word “strategy” (nice segue, huh?) is not a bad word. Yet brand strategy is all about creating bias. Bias toward your product. The best brand strategies, however, are built upon strengths. Positives. If a positive implies another brand negative that’s fine, but brand building is not brand tearing down of a competitor.
Brand strategy, unlike politics, is a build-up business. It’s why I love it. We delve into customer care-abouts and brand good-ats and stay away from the blood lust that has become politics. I’ve cherry picked things from the political game to use in my branding practice. There are a lot of similarities. One thing I have not borrowed though is negativism. For me “bias” is a positive. Creating bias toward.