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On the brand front in Shutdown Week #2, the Republican brand is taking the brunt of voter frustration. The brand’s engagement assessment – its ability to meet Republican voter expectations for their Ideal Political Party – got sliced another 5% this week. The Democratic brand was cut another 3%, according to 450 registered Democrats and 467 registered Republicans (all non-government workers), using our highly-validated emotional brand engagement assessment, with the party brands seen this week to uphold the values of their Ideal as follows:
Democratic Party Brand Republican Party Brand
10/10/12 83% 77%
10/02/13 76% 65%
10/08/13 73% 60%
The four engagement drivers of the Ideal Political Party (calculated to be 100%) can best be described as Action, Compassion, Perception, and Resolve. See previous post for definitions of each. Each group of registered voters defines what’s important to them via their Ideal.
Democrats see their Ideal Political Party this way. They lost brand engagement strength in week #2 of the shutdown on the 4th most-important driver, Action:
Republicans, on the other hand, view their Ideal Political Party differently, which shouldn’t surprise anyone, but they lost more brand engagement ground this week, and on three drivers: Perception, Action, and Compassion. They did, however, maintain engagement strength on their first most-important driver, Resolve. Make of that what you will.
Speaker John Boehner, who’s been badly panned as the human embodiment of the Republican brand, has recently adopted a slightly more conciliatory tone saying, "There's nothing on the table, there's nothing off the table." But with default looming, no resolution in sight, and most economists opining a default would be cataclysmic; in light of more Republican brand losses, everything in the world of brands indicates the Speaker ought to find something to put on the table. And do it quickly because real brand engagement assessments have been independently validated to provide very accurate reads as to how consumers will behave in the marketplace.
Because when it comes to maintaining high levels of brand engagement, whether for pizza or political parties, what consumers and voters both look for is their brands to deliver.