Dear Mr. President,
The first debate between POTUS 45 and POTUS 46 served as a stark illustration of how political handlers can forget a fundamental principle in audience engagement. In show business, the mantra is simple: you're only as good as your last performance. This principle applies equally to politics, which is as much about show business and entertainment as it is about governance. Your last press conference, your last debate—these moments can make or break a candidate.
The Power of Emotional Connection
It's not enough to simply present facts; you need to connect with your audience on a deep, emotional level. Winning an election, much like any marketing endeavor, requires more than just listing benefits. You must tug at the heartstrings and make your audience feel something. The most memorable marketing campaigns don't just inform; they inspire, amuse, or even bring us to tears.
The Weight of Spoken Words
Spoken words carry a weight that written ones often cannot match. The tone, diction, and cadence of a speech can make it unforgettable. This is why demagogues, priests, and politicians have been able to sway masses throughout history. It's not just what you say, but how you say it. Remember the junior senator from Illinois who gave a rousing speech at the 2004 DNC? That emotional connection won him the Presidency and a Nobel Peace Prize in 2009. Connecting across party lines was key to his success.
Missteps in Modern Political Branding
Unfortunately, POTUS 44, your tweet above dismayed your supporters, appearing completely out of touch and forgetting what it really takes. The problem with bosses—or presidents—is that imposing your idea of what the brand should be can spell disaster. Your brand exists in the minds of your audience. It's about their perception and emotional response. Obama and Harris, along with the rest of Biden's team, seem to be moving forward without considering this, constantly looking back.
The Perception of Leadership
If the brand of the President in the minds of the citizens is an energetic commander-in-chief, then that's what you need to deliver. Unfortunately, Joe Biden's performance in the first presidential debate left him looking like death warmed up.
The Limitations of Generative AI
In today's era of Generative AI, many believe they can start a branding agency and generate "content." However, many agree that AI lacks the nuanced emotional depth that humans bring. A skilled content writer may be able to infuse tone and cadence into the written word, but a truly talented speaker can move nations. Emotional impact is something AI simply cannot replicate.
Lessons for Marketers and Political Strategists
For marketers and political strategists, the first debate was a clear example of what not to do. What's even worse is denying the problem, believing that the boss is right and that the brand is solely in the product or service, while ignoring how to truly connect with the audience out there. Such a spectacular disaster on the global stage forces us to ask how we can better engage with our audience, delivering not only messages but also emotions that deeply resonate. If you cannot do this, step aside and let someone who can take the lead.
Conclusion: The Path Forward
This article does not intend to support one candidate over another; it's about the delusion that features and benefits can carry the weight of the message without emotional engagement. So, to that end, if you were the Campaign Director of the Biden Campaign and you need to energize your audience, what do you think Biden should do? Should he step aside or, in the famous hero's journey, rise up and carry on?
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