As promised (or warned) I am writing a series of posts about policy messaging from the perspective of a marketing executive with many years helping companies create their brand and image.
Democrats that run as a Democratic Socialist outside of very deep blue district may want to heed the warning of a poll conducted by The Hill and Harris. Link to The Hill Article.The results of this poll show that 76% of those polled would not vote for a socialist candidate. Guess what, Republicans are now using that word in every district to brand their Democratic opponent no matter how moderate their positions might actually be.
I line up with with Ms. Cortez , who calls herself a Democratic Socialist, a 100% on every issue she raises, but I also understand that the word “socialist” is a turnoff. She is a unique candidate with supernatural political skills and so she pulled it off, but she an anomaly. Republicans are using her and weaponizing the word socialist to scare middle America who viscerally oppose what they think the word means. Perception is reality.
An analogy would be if a restaurant menu called a hamburger “ground up cow meat”, You probably would not order it off the menu, even though you really, really wanted a hamburger.
Words and the image they conjure matter. The majority of people who liked the idea the Affordable Care Act, wanted nothing to do with Obamacare.
Framing a policy that sucks as delicious pie and ice cream is something Republicans have mastered. Democrats seem to believe that all they have to do is insert something in to the marketplace of ideas and it will flourish on its own merits. The field of dreams approach, “If we build it, they will come”.
Ideas and policies require a brand, a meme that sticks and conjures up positive feelings.. If one’s not provided by the originator then the other side will grab the opportunity to brand it negatively.
Democrats need to get out in front of Republican’s socialist labeling quickly and counter it with something people can line up behind. The media will have a field day prodding Democratic candidates if they are a socialist in every interview. There will be a broad brush used to confuse the public and conflate the progressive Democrats brand as Socialist. Having to explain and defend takes valuable time and energy.
This really is the only play Republicans have. Democrats, be proactive and take it away from them now.