Week #2 of Shutdown Slices Political Party Brand Scores

Robert Passikoff Founder and President, Brand Keys, Inc.

Posted on October 10th 2013

Week #2 of Shutdown Slices Political Party Brand Scores
Government shutdown hurting parties
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:
  1. Perception
  2. Resolve
  3. Compassion
  4. 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 1st most-important driver, Resolve. Make of that what you will.
  1. Resolve
  2. Perception
  3. Action
  4. Compassion
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.

(political party brands / shutterstock)


Robert Passikoff

Founder and President, Brand Keys, Inc.

Brand Keys is the world leader in predictive loyalty, brand & engagement metrics. Since 1984 we’ve specialized in correlated-to-sales measures, predictive of in-market consumer behavior. Our methodology is grounded in psychology, & provides an in-depth understanding of emotional and rational factors that bond consumers to brands. Decision-making is more emotional than rational, that ratio currently estimated to be 70:30. The ARF and other groups have independently validated our work. Brand Keys created the Customer Loyalty Engagement Index, the Brandweek Loyalty Leaders List, the Sports Fan Loyalty Index, & Women’s Wear Daily Fashion Brand Index. Our 1st best-selling book, Predicting Market Success, offered a 21st century perspective on predictive metrics. Our new book, The Certainty Principle, examines a predictive approach to Integrated Marketing ROI. In 2007, New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.”

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