Companies need to imitate political campaigns with consistency in their brand equity messages, says Obama panel

Murphy

Companies need to stick to a consistent brand equity platform and not flip flop between messaging when they change marketers, a panel which worked on the Obama 2012 presidential campaign has said.

Looking at what marketers can learn from political campaigns Team Detroit president David Murphy said brands need to stick to a clearer brand platform, but be prepared to pivot their messaging to what the data is telling them mid-campaign.

“I think there’s a lesson in brand equities,” he said. “In marketing we respect the value of it, but we change quickly when a new CMO comes in for no substantive reason.