The branding behind #Election2016

PR pros are familiar with the concept of a personal brand. When it comes to political branding, though, how have the two candidates evolved? Here’s insight.

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Ask most Americans about presidential nominees Hillary Clinton and Donald Trump and the words “trust,” “dislike” and “believe” are tossed around with knee-jerk reactions.

A candidate’s perceived warmth and confidence are important. How much does Clinton or Trump’s likability matter? Data suggest it reflects roughly 80 percent of an average person’s voting decisions.

That leaves PR teams scrambling to determine policies, messaging, image, reputation, etc., all of which play a part in crafting a brand that Americans will vote for. How can PR teams create a campaign that appeals to the majority?

Here’s what you should know about the strategy behind branding in the 2016 presidential election.

Drafting a plan


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