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November 26, 2005

The Santorum Brand

In our world of markets, networks, organizations, friends and families, political candidates for high profile offices such as Senator, Governor and President must pay a lot of attention to branding. Retail politics -- where the candidate him/herself kissed babies, spoke to town halls, knocked on doors -- went out with Elvis. Yes, candidates still do these things - but only as scripted events aimed at media coverage.

We all know this. So, it's interesting when any poll paints as distinct and clear a picture of a candidate's brand -- what the candidate stands for -- as this recent one in Pennsylvania testing voter responses to Senator Rick Santorum and Bob Casey Jr. on a variety of dimensions. The two men will likely face off in next year's senate race in the Key Stone State.

Santorum currently leads Casey only in the following categories:

Registered Republicans
Conservative political ideology
Abortion should be illegal in all circumstances
Born again Christian or fundamentalist
18 to 24 years old
Votes mostly or strictly Republican
Considers social issues most important
Does not subscribe to the theory of evolution

Perhaps most striking is the age range -- especially if one combines the full list into a description of a typical Santorum enthusiast.

'Either/or' political branding picked up momentum with the Clinton impeachment and, since 2000, has entirely occupied and defined our political markets for government control. A key part in this is 'identity politics' -- branding strategies for winning and keeping control of government through persuading voters to express their identities at election time.

The 18 to 24 year old Pennsylvanian, anti-science, strict Republican-voting fundamentalists who see themselves as 'conservatives' on social issues were between 11 and 17 when Santorum chose Clinton's impeachment as the coming out party for the Santorum brand. These kids now old enough to vote ranged from sixth graders to high school seniors -- the prime age when hormones start insisting on responses to the question about 'who am I?"

The poll is as close to a sociological Rorschach test as we could ever have. It tells us that the Santorum branding strategy grounded in appeals to emotion, fear and anxiety paid off among those folks most likely to be receptive; namely, hormonal , identity-seeking and anti-science Pennsylvania teenagers who sought in fundamentalism a single answer to all of life's questions.

This is not a big tent.

And, it seems the Senator has begun retooling what he hopes Pennsylvania voters will believe that he stands for. Still, over the past 7 plus years, Santorum has deeply branded himself as a kind of Cadillac of the religious right. Our nation is filled with branding gurus and experts. Santorum may succeed in shifting his brand beyond the narrowness of its current meaning. Still, the first thing any real expert will tell him is that once a brand like Cadillac takes root in the consciousness of consumers, it can take a generation of forgetfulness before times are ripe enough for a new launch.

Posted by Doug Smith on November 26, 2005 11:12 AM | Permalink

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» The Santorum Brand: Update from Douglas K Smith
An earlier post discussed Pennsylvania poll results indicating that Senator Rick Santorum's personal brand, while well defined and understood by Pennsylvania voters, was nonetheless not doing a good job of appealing to a majority of them. Beginning wit... [Read More]

Tracked on December 24, 2005 01:33 PM