The toxic accusations, obscene donations, divisiveness and lying leading up to the November elections are unprecedented. New voter issues and demands are evolving which will impact how each political party must reposition their brands, especially their image and what they promise. The unfavorable ratings remain high for both the Republican party (65%) and Democratic party (57%). However, favorability for the Democrats has improved by 6% since last year versus a 5% decline for Republicans (source: Gallup 9/26)
The level and types of discontent have never been so intense and pervasive. The biggest pocketbook challenge is affordability and high prices, plus other related concerns – e.g. the Iran war, tariffs, income inequality, high housing costs, etc. Even more disconcerting is the growing perception, especially among younger voters, that our fundamental economic system disproportionately favors the very rich at the expense of all other Americans, and therefore must be changed. A recent CBS poll found that 60% of Americans think the economy is unfair, and most people under 45 say they have fewer opportunities than their parents did. Even 66% of Republicans say the gap between the rich and poor is a “big problem” (Economist poll). Voters will want to know exactly how each party will credibly address these economic issues.
What the Republican brand offers
Today the promises and image of the Republican brand are synonymous with Trump. He even suggested that voters pretend that his name is on each ballot. Republican politicians are reluctant to disagree with him as he intimidates, bullies and threatens their power. Weaponizing his justice department for retribution is common. He is in his own world, not following court orders and playing “catch-me-if-you-can” with judges.
In 2016 Trump positioned his personal brand as an “outsider” and a successful businessman, reinforced by his TV run in “The Apprentice”, who could overhaul the economy and “drain the swamp” in Washington. This strong image of an “outsider” carried over to the 2024 election, with seven of ten Republicans still believing in this distinct brand identity as critical for making big changes from the Biden administration.
However, most of Trump’s new policies exacerbated the cost of living and inflationary problems, which unleashed a torrent of adverse reactions by most Americans. His credibility has tanked (e.g. he calls affordability a “hoax”) and his approval rating is down to 30%, with 52% strongly disapproving. Americans now view the government as the most important U.S. problem (Gallup 9/26):
- Poor Leadership/government 30%
- High cost of living/ inflation 13
- Economy in general 11
Today the perception of his brand image would fit the archetype profile of an “Outlaw”, with associated characteristics such as “disruptive, outrageous, shocking, fearful, rebellious and powerful”. With Trump dominating the Republican party policies, values and image, its brand has become one dimensional. Trump is the Republican brand.
The Democratic Party Brand is More Diverse
The one common belief of all Democratic candidates is that the harmful, authoritative actions by Trump must be stopped. This anti-Trump effort will be the centerpiece of the Democratic party brand, but will it be enough? There is a growing consensus by most Americans, except for his MAGA followers, that Trump just doesn’t care about the welfare of average people. Instead of acknowledging the problem and offering real solutions, his narcissism has become more evident from his obsession with his legacy edifices such as the East Wing, new arch, and putting his name on the Kennedy Center. Furthermore, the growing awareness of the enormous wealth his family has accumulated from oversea deals has led to widespread accusations of corruption.
Trump’s performance has generated a strong, emotional backlash, but voters are also asking what the Democrats should offer instead. Whereas Trump is a national figure appealing to the entire country, each congressional candidate must be focused on what his/her constituents want in their respective state or district. And this can vary significantly. As a result, the Democratic Party is comprised of a spectrum of candidates with diverse solutions that range from central or moderation to novel progressiveness.
The Democratic Party brand image is therefore defined as an inclusive “big tent” with a wide a range of promises, all focused on helping the average American (i.e. and against the top 1% billionaires). Its new brand archetype would the “Caregiver”, i.e. more “altruistic, supportive, selfless, generous, helper and compassionate”. Party leaders hope their multi-faceted agenda for revitalizing the economic livelihood of the lower/middle class, combined with a strong anti-Trump stance, will win them both the House and Senate in November.
