Most political campaigns are a form of combat. Particularly, in my home state of Texas. A certain way you win is by killing the other guy. There are big risks however with this as the core political strategy.
Many of the branding projects I have worked on begin with a problem.
“We don’t seem to be able to raise as much money as our peers”.
“We have declining customer counts”.
“We can’t agree on what to say about ourselves so we can’t agree on a corporate brochure or web site”.
There has never been a better speech about branding than the one given by Curly to Mitch in City Slickers.
C. ”You know what the secret of life is”? This.