The big question from pundits, the media and the public is: What's next for the Republican party? Given the results of Election 2012 in key races, it seems the party is at a crossroads. Can the GOP rebrand itself in a meaningful way?
We interviewed Interbrand New York's CEO Josh Feldmeth to get his take on where the Republican party is today and what branding principles could help the brand change course. He suggests five clear steps to a successful GOP rebranding:
- Get focused: The Republican Party has been catering to a declining/shrinking target group of voters. The party needs to start thinking “outside-in” – who (or what kind of voters) does it need in order to win? The party needs to chase the right voters, not the competition.
- Get relevant: Like so many of the world’s best brands, the Republican Party must rebuild its proposition and drive demand, loyalty and advocacy. It must return to relevance for an electorate large and diverse enough to reach 270 votes.
- Get clear: The Republican Party must strip away the distractions that are complicating what should have been a winning message of opportunity and growth. Returning to relevance will channel the party’s many passions into messaging that matters.
- Get committed: The party must also acknowledge that certain concessions, or tradeoffs, will be necessary. Growing the brand’s appeal will paradoxically require reducing the number of its convictions.
- Get consistent: The new Republican brand must come to life in a consistent way across all voter touchpoints: advertising, media interviews, debates, websites, social media, etc. This means getting many of its loudest voices to sing a new tune.
For more on political branding, please see our latest edition of Interbrand IQ, Political Branding: Brand America 2012.