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Threading the needle to woo LGBTs with your "brand"
Submitted by NAD on Wed, 05/09/2012 - 13:53Just a short time ago President Obama announced that he believes gays and lesbians should have full marriage rights. Whether it's a political watershed or not - and it probably is, because no President has ever endorsed marriage equality while in office - the speculation about what he believes, and how many votes it will cost him or not cost him, has been enormous.
Coming on the heels of a blowout election in North Carolina that codified the illegality (making it doubly illegal, supposedly) of gays and lesbians to marry (and also prohibiting civil unions), the eyes of LGBT rights advocates turned to the President. Many were angered that he didn't take a stance, whether that would have helped their cause in NC or not (it probably wouldn't have in a lopsided 60-40 vote on issue 1 in NC). Gays and lesbians vote for the Democratic party, depending on the election, anywhere from two thirds to three quarters, making it one of the most loyal voting blocks of the party. But there were some loud rumblings from the base, along the lines of "what have you done for us lately (or at all)?" There was talk among political pundits that, instead of looking savvy by ducking the issue of marriage and holding firm to his, "civil unions but not marriage" stance, Obama might just look weak and alienate more of his base than he would attract from the middle. That may have been the political calculation he made today. Or perhaps he just did the courageous thing.
Like it or not, politicians (and parties) are brands. Yes, there are issues, but most Americans don't vote on issues alone. They vote with their "tribe," or vote their "gut." Who will keep us stronger? Who is better on "the economy"? Who would you rather have a beer with? Yes, it's frustrating for people who follow the issues more closely than the public at large, but that's the way it's been. Politics is the art of branding. And that matters a lot to the groups that loyally flock to the brand (or stay home because their brand isn't as bold and exciting as they think it should be).
That's the issue David Morse takes up in the latest issue of AdAge. In particular, he notes how LGBT loyalty plays into the branding game and how blunders such as Mitt Romney letting a gay advisor twist in the wind before letting him go, can come back to haunt a campaign.
Right now, the Republican party is, for lack of a better term, anti-gay (even though there are certainly pro-LGBT voters and some pro-LGBT Republicans, like former VP Dick Cheney). But for those politicians currently in office and still tethered to the party's platform, they have to be opposed to gay rights. Democrats, on the other hand, are seen as pro-gay rights, even when some individual politicians are not, or are mum on the issue, or don't care. That's their brand, more or less. The good news for them is, their brand is on the right side of history, as more and more Americans are supportive of gay rights (results like North Carolina notwithstanding).
David also makes the connection between politics and products:
According to Packaged Facts, LGBT consumers number about 16 million with $800 billion in buying power. And LGBT consumers are fiercely loyal to companies that support them. Packaged Facts has demonstrated that 60% of gays and lesbians agree that when choosing a product or service, all things being equal, they select the brand that is more gay-friendly. Conversely, 70% will turn their backs on companies that are perceived as harmful to the LGBT community.
Read the whole article here.
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