Tag Archives: Kerry Campaign 2004

Effective political branding – simple, elegant positioning and consistency

Posted on November 9, 2008 by Sanford

I did finally find a document that described why they chose the “courage” theme, and then “The Real Deal” based on various focus groups, but the challenge was trying to wrest the message from Dean at the time who was offering change versus experience (sound familiar?). When you read Al’s article, note the strange similarities, which is why I thought it incredible instructive. Continue reading →

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Recognizing the First Team (continued)

Posted on December 10, 2004 by Sanford

Funniest thing about coming into the campaign that day – was noticing how small the space actually was – and how little space we had. Aside from the players already mentioned, I should introduce a couple of other folks who added color to the campaign in my first days. It should be clear that when I came into the campaign, I had absolutely no campaign experience whatsoever, let alone Presidential experience… Continue reading →

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