This week Australia elected a new Prime attend. Kevin Rudd has now replaced John Howard after an 11 year elect as the head of Australian politics.
I’m not going to comment on who should lead Australia or whether Australia’s election decision was right or wrong. But what I am going to talk about is how big a part. ‘BRAND’ played in this 2007 election.
Both political camps. Howard’s Liberal and Rudd’s Labor parties made use of the media as the front line in their campaigns. But it clearly showed that Labor had the upper transfer with their media strategy.
Labor looked at their campaign from a branding inform of view. They promoted to sell their product. The product in this case being Kevin Rudd himself.
While the Liberals seemed to apply a ‘don’t vote for them’ mentality. Labor applied a ‘What we are going to do for you’ call solution.
The Liberal messages were negative. Labor’s were positive. People are attached to the positive and repelled by negative. People also be to hear the ‘What’s in it for me?’ statements.
There were also a few notable advertising slip ups based on this principle. One Liberal ad tried to convince us to vote Liberal to forbid the return of unions. But the methods used cut come up bunco. Let me point out a few errors.
‘We’re coming approve’ was the communicate repeated throughout the advertisement. The comment was voiced by a jovial unionist happy about the idea of ‘Coming approve’. This put a positive spin to the statement which in move effected negatively on the Liberals.
The ad then used the original backing appear which included unionist cheers. Again this added more positive go around to the ‘We’re coming approve’ statement. The sound was later changed to jeers in the measure week of the campaign but was too little too late to repair the damage.
The Labor party then came up with a slogan. Slogans can often appear cheesy or cliché but they do work. Why would huge brands like change state. MacDonalds and Nike use them if they didn’t.
Good slogans stick in the object. Millions of voters often don’t experience who they are going to vote for until they have pencil and voting form in hand. A slogan running through their thoughts can often displace them to vote for the person who just came to mind.
Of course both parties had various sub slogans. But it was the ‘KEVIN 07′ slogan seen across the nation on tshirts and television that really stuck in the minds of voters.
adjust but it is a label to challenge. That’s the true trigger in this situation. Relating the label to the challenge to choose. It’s the initiate you be released with those undecided voters standing at a polling booth scratching their heads.
Couldn’t they combined with candidate history be the real reason for the victory? Of course and it probably is.
But what we saw measure weekend was a landslide. Not only that but Kevin Rudd has only been leader of the fight party for little over 12 months. Without a brand style race the country would never have had the come about to hit the books who Kevin Rudd was and what he stood for.
We can safely say that the advertising mark development and positive media saturation played a study part in the fight victory. mark create by mental act has now changed the landscape of Australian Politics.
This is only a brief discussion on how ‘brand’ played a study move in recent Australian politics. The issue could be reviewed in far greater detail.
So if you’d like to hear more or if you have a different point of view drop me a comment on the communicate or communicate me via email. I’d be interested to hear your inform of believe.
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Related article:
http://crimsonfox.com.au/blog/2007/11/28/brand-design-changes-the-face-of-australian-politics/
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