If political parties were brands, they’d be in big trouble

In 1962, Ronald Reagan famously said "I didn't leave the Democratic Party, the Democratic Party left me."

In 2016, many, many party faithful — on both sides — would likely say the same thing. Hence a political marketplace in near chaos this election cycle.

As consumers (aka voters), we are stupefied by the mess before us, fueled by never-ending analysis from legions of political experts. "Pundit" should be nominated for word of the year.

The Democratic Party and Republican Party are brands, no less and no different than Nike, Chevrolet or Arizona Tea.

Until the last 12 months or so, both brands "stayed in their lanes" more or less. Now, they're careening off the guard rails, swerving into each other as we watch like NASCAR fans for the next big smash-up. One could argue this makes for exciting politics, but it's a challenge for brand building.

Brands stay healthy and prosper thanks, in large part, to their consistency. Change comes in increments that are sometimes imperceptible. They stay anchored to a set of values and deliver those reliably to a steady cadre of loyalists and advocates that grow over time.

If that sounds familiar to you, you must be sipping your latte in Starbucks right now. However, if that sounds a little strange to you, chances are you're a delegate to the upcoming Democratic or GOP convention.

There are numerous theories and opinions on how and why both party brands descended into what resembles the decorum of Black Friday at your neighborhood Walmart.

The visceral negativity by many against the current product on the shelf (Obama), the rogue, reactionary products seeking the same shelf space (Trump and Sanders), the unprecedented unfavorable testing by the leading flagships (Trump and Clinton), and on and on.

All of this sets the stage for a massive rethink regarding brand strategy at the party level. It's a bit like Diet Coke taking the entire Coca-Cola brand family into a totally different and undesirable direction.

Each party must now step up and assert that its brand is the parent brand and it's bigger than any one individual — even a President.

Both party brands now realize that they need to revise that old political cliché: They need to both fall in love and fall in line if they are to survive November.

That's because as every marketer knows, purchase decisions are based on both left and right brain function. Emotions may get you to the campaign rally, but rational logic often, in the end, pulls the lever.

Effective marketing strategy and communication, even at this stage, can save either party brand from itself and what appears to be the negatives of its leading contender products.

As long as synchronicity and harmony is restored between the brand values, its products and its customers, there is a chance to win at the point-of-sale — in this case, the ballot box.

Paul Friederichsen is CEO of BrandBiz and a former creative director of Saatchi & Saatchi.