Brand Analysis: Part Two – Brand John Key vs. Brand Dotcom (and Laila Harré)
In part two of my analysis I will briefly look at the second big issue in the current political branding. Remember, I have no biase and this process is merely brand analysis of current issues.
In part one I highlighted the strategy of brand alliancing and the building of the main brand, Brand John Key and how this was being leveraged. My point was that other parties and brands had become lured into this approach. See the post here.
In my second analysis I look at the next branding trap. This time for Brand John Key. The brand strategist behind this approach has already allowed John Key to fall into the trap, that is, by focusing on Brand Dotcom. This time through Laila Harré. All this does for the Internet Party is to open up the door to the branding debate inside the head of the voter or consumer. In the current debate; Brand John Key looses because Laila and the Internet Party site sexism. Playing the high moral ground. In any voters mind, the high moral ground mostly wins. You also have to remember what this Internet party stands for. It stands for THE INTERNET. Think about that for a moment. Think about what Dotcom stands for. Ok. Pretty powerful stuff in the social political debate. You also have to respect both Brand Dotcom and Laila Harré for their branding nous. They know how to brand and are probably more experienced at this process that other political brand strategist. Nothing like working knowledge vs. pure advice.
The key point here is that despite the strength of a brand, it can be easily seduced into peripheral arguments that will in essence erode its equity. This is eroded because it opens the door to that cognitive debate that goes on inside a consumers head; balancing two issues. In the case of Brand John Key vs. Laila Harré it is a perception of a moral gender issue vs. a middle aged Pakeha male. Which every way you look at it or what ever side you are on, cases of perception show in NZ that voters and consumers will tend to protect the moral gender issue.
So, when you are winning. Key the focus on winning and not on peripheral issues. The same thinking can be applied to other brands. High market share brands would tend to focus on what they are doing well rather than taking side swipes at the lower market share brand.