Inspired by my podcast with host, Mookie Spitz: Rebranding the Democrats for Victory
Here’s the hard truth: Donald Trump didn’t win because he has better policies. He won because he has an epic Personal Brand. He masters the art of identity. Chaos as a strategy sounds like lunacy. But it’s chaos with a beat. His followers can dance to it. He’s taught the world to stop making sense. Policy is dead. Personality gets elected. Trump taps into deep emotions: anger, pride, fear, belonging. It’s easier to manipulate the masses when they follow their hearts instead of their heads. Sinfully brilliant. He embodies a brand that promises power to the powerless and revenge for the forgotten. It isn’t governance — it’s theater. He turned American politics into a Broadway musical, and won an arm-full of Tonys.
Democrats are Brand-ish
On the other side, Democrats are unemotional eggheads. They fight with pamphlets instead of passion. When you ask voters what’s the Republican brand, they’ll each give you the same answer — even if it’s terrifying. Six or so talking points are easy to remember and repeat. Brevity and consistency are essential for a strong brand.
But when you ask what’s the Democrat brand, you’ll get a pause. A laundry list. Maybe a shrug. Democrats have become the party of “ISH.” Progressive-ish. Centrish. They’re kind of for working people. Sort of for change. They’re a collection of causes, not a cohesive identity. A brand without a core.
Dems had an ideological orgasm when Cory Booker broke the Senate-floor record for continuous ranting. Really? So what? It symbolizes the problem: all talk and no focus.
Here’s how to brand a winning Democrat.
1. Find the anti-Trump
Brands need icons. And the ideal icon is born out of the tired “market dynamic” of yesterday. The essence of Jimmy Carter’s personal brand–genuine, kind and faithful–could only have prevailed in the aftermath of the disingenuous, unkind and devilish brand of Richard Nixon. To counter the indistinct, unexciting and politically feeble George H.W. Bush, America was ready to embrace the anti-Bush Sr.: the self-assured, articulate, saxophone-cool Bill Clinton. Back in 2020, Biden was the anti-Trump–agreeable, wise and sure-handed. These brand values were the antithesis of Trump’s polarizing, self-centered and chaotic brand. Ironically, the dark Covid mood and Biden’s doddering identity created fertile ground for Donald to become the anti-anti-Trump.
2. Install a velvet rope.
Great identities are brands that people want to join. Think The New York Yankees [or your team here]. Humans, by nature, want to belong to a club where everybody shares their values. And sad to say, they are bound together more by fear than hope. Fans may celebrate each winning game, but deep down, they fret that their team won’t win the championship. Fear motivates more than hope. So, Dems must foster a contagious paranoia that begs for a safe space. Build a wall, and get the other team to pay for it.
3. Create a must-watch reality show. (It worked for Trump!)
Stop canvassing the same old cast of Democrat characters. Copy American Idol: send out a call for auditions. Have contestants from all spheres of life charm a diverse panel of voters to earn the nomination. Win The White House with a personal brand that’s:
- Confident (not arrogant)
- Charismatic
- Cautionary (with a chaser of hope)
- Consistent
- Compassionate
Let the games begin!