Mother Jones
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Donald Trump is breaking every rule in the “how to be a candidate” handbook—and maybe that’s his secret.
Unlike the often-stodgy conventional political campaign, Trump’s presidential bid resembles the rollout of a consumer brand. The reality TV star and real estate mogul has a keen knack for self-promotion and an entertaining product to peddle (his unfiltered self), and this is letting him get away with things his opponents can only dream of.
For instance, one key rule of running for president is that you should never, ever put on a hat—or any headwear. You will look goofy and unpresidential. (Remember what happened to Michael Dukakis?) But when Trump arrived to inspect the Mexican border last month, he strolled off his plane wearing an ill-fitting plain white cap, adorned with the words “Make America Great Again.” And he’s worn the hat pretty much everywhere since, sometimes exchanging it for a red version. Arguably, Trump could not make a public appearance outdoors without a cap—it’s unclear how his complexly coiffed mane might react to weather—but the image was as unstylish as any presidential candidate has managed recently. And yet, it works. As Slate put it in an article devoted entirely to Trump’s hat, “Juxtapose almost anything with Trump’s sour puss, and you’ve got yourself an indelible image.”
Despite the conventional wisdom that hats are a nightmare for a politician’s image, last week, at a focus group of Trump supporters run by GOP pollster Frank Luntz, the hat was a high point.
“We know his goal is to make America great again,” a woman in Luntz’s focus group said. “It’s on his hat. And we see it every time it’s on TV. Everything that he’s doing, there’s no doubt why he’s doing it: It’s to make America great again.”
Luntz gushed over the results of the session, claiming the level of avowed support for Trump articulated by the participants stunned him. “Like, my legs are shaking,” he told reporters afterward.
It was a small sample size, and maybe it’s not just the hat. There’s also the catchphrase. “Make America Great Again” is compelling in a way that other candidates’ slogans aren’t, says Tom Bassett, CEO at Bassett & Partners, a San Francisco brand and design strategy firm. Getting consumers to remember a product’s slogan is extremely difficult. Only a handful of brands ever achieve a level of awareness where the line can be recalled with ease. Bassett, who has overseen international ad campaigns for Nike, Apple, and Yahoo, thinks the phrase has an unusual resonance—a nostalgia for American success.
The message is simple and easy to process, Bassett says: “People are a little fearful and they’re looking for someone with a really firm hand to say, ‘We’re going to make it, we’re going to be great again!’ versus anything too intellectual.” He adds, “‘Make America Great Again’ has a sense of mission to it; it’s clear to the reader/viewer,” Bassett says. “Maybe there is something about the clarity of his mission that makes it easier for people to respond to him.”
He points out that this is not the case with the slogans of other candidates. Wisconsin Gov. Scott Walker is using the catchphrase “Unintimidated.” (Merriam-Webster’s dictionary does not list “unintimidated” as an actual word, and it drives spell-checks crazy.) His campaign book is called Unintimidated. The super-PAC supporting him is called Unintimidated PAC. Last week, Walker made a major foreign-policy speech entitled “America Unintimidated,” and when he is unsure how to answer a question or is heckled, he frequently announces he is “unintimidated.”
But for all the synergistic branding effort, Walker is polling in the mid- to high single digits in most polls. (Trump is over 30 percent.)
Jeb Bush, meanwhile, has methodically built his campaign around the phrase “Right to Rise,” which is also the name of his super-PAC. But it isn’t a natural turn of phrase, and even Bush has to conspicuously shoehorn it into speeches.
Bassett asks, are “‘unintimidated’ or ‘right to rise’ a mission statement people can sign up for?”
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Donald Trump Is Breaking Every Rule of Political Branding and Getting Away With It
