It is the centerpiece of a Democratic Brand Identity Campaign. It generates a fresh political message that not only inspires Democrats to understand and express themselves better, but also recruits new voters by inviting all Americans to participate in a proud, affirmative political story about themselves. We The People is the beginning of a new conversation for democrats and republicans, one that transcends the bickering and partisanship of the current political marketplace and speaks directly and simply to the heart of what it means to be an American.
Once produced with its attendant print and merchandising materials, We The People transforms a television and print campaign into a grass and net roots media effort that is portable, mutable and easily adapted to almost any usage: rallies, house parties kits, fundraisers, magazine ads, billboards, posters for political rallies, podcasts, viral web marketing, education efforts and earned media campaigns are just the beginning of what is possible for We The People. If used to its fullest potential, WTP is a campaign that empowers citizens to use party-provided media materials as a way to not only express their deepest political beliefs, but also renew their optimism and reinvigorate their commitment to the Democratic Party.
In 1980, the Republicans used Ronald Reagan’s candidacy to launch a new brand identity for the right wing. Capitalizing on the decade of low self-esteem that followed the Vietnam War, Reagan’s marketing team produced a commercial called “Morning in America” which announced the beginning of a new American era rooted in old-fashioned (albeit reactionary) American values of flag, family and future. It was tremendously successful not only because it branded the Reagan Candidacy in a way that assured his victory, but also because it galvanized millions upon millions of disaffected voters across party lines (who can forget “Reagan Democrats?”), calling them to a new, trans-partisan message about hope and pride and patriotism.
There were many factors that laid the groundwork for this overwhelming success. High interest rates, gas lines, rising inflation and terrorist kidnappings of American citizens made the world seem uncertain and out of control. Americans needed simple answers to very complicated questions and “Morning in America” delivered them in a way that seemed to just "make sense.”
Today, as Trumpist Republican policies spiral our country into chaos, Americans are again feeling afraid and without hope. In the absence of this hope, they are endorsing Trump's hate-based political brands because it is the only idea in the marketplace that offers them strength and a sense of their own power. This is precisely the condition We The People was designed to address. By positioning the Democratic Party as the party of We the People, the campaign replaces a false sense of power based on hate for a promise to return the government to its rightful owners. It puts hope where it belongs in a democracy - with the people - and calls them out from their fear and cynicism to a new day where they are able to decide their own fate.
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