Branding Biden

Who can do it faster and better, the left or the right?

Looking back, one of the things I most appreciated about the Obama candidacy and his presidency was his campaign’s full embrace of branding — as a science, an art, and a political tool. As a former marketing communications consultant and now moviemaker, as well as an all-around type, color, and art geek (I own a gorgeous set of calligraphy pens), I am always turned on by a well-done branding campaign — one that aligns story and design to best effect.

Branding and politics have an extremely complicated history, especially in the 20th century. When used for good, though, and not evil (e.g., red Nazi flags), branding can transform our perception of our leaders. The Obama team knew this well. They packaged Barack Obama in a perfectly polished brand-delivery system that not only delivered their key messages extremely well (in speeches, logos, stickers, posters, flags, and online banners) but delivered Barack Obama right to the White House.

The Trump team knew this well, too. Never forget: Donald Trump is first and foremost a marketer. It all may have been a lot less pretty (on purpose), but Trump leveraged branding to turn himself into the most famous man in the world. Along the way, he sat in the White House. Politically, MAGA’s medium, message, and merch were well aligned — and…