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I've been closely watching this election season. And it's clear that, although we Americans like to insist that we're not influenced by the "marketing" of our candidates, there's little evidence to support our claims.
the brand matters
 Plenty has been made about the consistent branding of the Obama campaign, through its bright and sunny "morning in America again" logo and its strict adherence to brand elements in campaign communication. The target is younger than traditional campaigns; the message is "different". A circle communicates community.
McCain's branding uses the military star and simple blue and gold for a traditional look and feel. This is the guy you can rely on. He's been there, done that. He's experienced.
These brands are selling. People are buying, and so are the media.
but the message is critical
Yet, as we're increasingly seeing in the run up to November, having an effective message matters more. Not having one can be a real problem. (Remember Bill Clinton's "It's the economy, stupid?" It may have been clunky, but it was on target and people could understand it.)
Whether you believe he can deliver or not, Obama's message has been simple and clear. It's change. You'd be hard pressed to find anyone with access to media who doesn't know that Obama stands for change (even if his version of change isn't for them). Change you can count on. Change you need. Change for America.
Translation: this guy doesn't like the way things are headed and he wants to do something about it. That has been his message since Day One of his campaign.
mixed messages = confusion
 McCain, and Hillary Clinton before him, have suffered for their wildly inconsistent messaging, even while the look and feel of their campaign communications said "experienced." Their more traditional campaign graphics conveyed one message, and their ever - changing slogans, communications messaging and media talking points have left them wide - open to misinterpretation by their target market (voters) and the media.
Has anyone else noticed how McCain's backdrops and lectern signs have had wildly different messages throughout this campaign? Including an attempt to co - opt his opponent's "change" mantra.
And now, the introduction of Sarah Palin as a vice presidential pick is throwing another wrench into the frenzied McCain messaging. Her message and story - hockey mom maverick and Washington outsider - threaten to overwhelm his main theme of confident, experienced leadership in a time of national peril. He is ready on Day One. But, voters are asking, is she? Even Palin's biggest supporters can't say that her pick bolstered his main campaign theme of readiness to lead. So, we're back to running on the change mantra.
why you care
Businesses small and large, for - profit and non - profit, have a lot to learn from this seemingly endless exercise we call campaigning.
Our own marketing campaigns need to be consistent over time, too. If your message is all over the place, it's not helping you. Changing your message to suit the latest news, polls or market research is risky business.
What do you stand for? Could your clients and customers tell you that? Or are they constantly trying to keep up as you engage in rebranding, tweaking and jumping up and down to get their attention?
Do your press materials and web site communicate the same things as your leaders do in person? Do your print materials back you up, or do they just confuse people? Do you walk your talk, or do people dismiss your communication as simply "marketing"?
The next time you're watching election coverage, notice what you see. I'm willing to bet you'll get at least one good idea for improving your company's communication. Let me know what you come up with!
© 2008 Sally Anne Giedrys and artisan communications.
Interested in reprinting this article? Go ahead! Just be sure to include this credit line: Copywriter and communications strategist Sally Anne Giedrys is the owner of artisan communications and the publisher of art+science, a marketing newsletter for companies with a passion for business. Improve your own marketing messages at www.artisancopy.com. | 
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