Now that the mid-term election is at full fever pitch and pundits are doing their best to predict who will win the various races come November, the issue of brand is the subtext. When they ask who will win, what they are really asking is which brand will carry the day. Each party has staked out its brand position for the season by now, and media advertising is about to go full throttle. I am not writing this article to make any predictions, nor to share my political views. However, I can make one prediction based on twenty years of conducting brand research at Silicon Valley Research Group: the brand(s) with the simplest brand positioning and message will win the day.
We call this concept Brand Singularity and offer up the following five principles for those amongst us who are responsible for branding and messaging for their respective organizations.
Alan Nazarelli is President & CEO of Silicon Valley Research Group.
Topics: Market Research Best Practice