Brand Analysis for Presidents

A very good article from AdAge on analyzing audience engagement and loyalty metrics for the presidential campaign.

Just like brands and media, engagement and loyalty metrics can be used to measure presidential candidates. The technique is more accurate than traditional polling because it measures what voters think -- as opposed to what they say they think. Our research shows that there are four drivers that define the "Ideal President" and they are:

Action: Does the candidate have a comprehensive, realistic, well-considered plan for solving the problems facing the country?

Compassion: Does the candidate care about all the people? (A nod and a note to one of our alert readers: Attributes and values approximating liking, bonding to and seeing the candidate as being "someone like me" and "for me" resides in this driver along with concern for people.)

Perception: Does the candidate have a deep understanding of the problems facing the county?

Resolve: Does the candidate have the strength and leadership to guide the country?


the rest is here...

Passikoff: Obama Wins Second Debate 116 to 110 - Advertising Age - Campaign Trail