Elections 2009 Let the BATTLE of Brands begin...

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Even as you read this, stark aerial images of Barack Obama accepting his Presidential Nomination in front of an ecstatic audience of more than 75,000 at the Democratic Convention in Denver, will have already flashed on your TV screens and will predictably be imprinted on your memories, at least for the foreseeable future. As the world’s most watched and anticipated elections moves into the fall, global networks have begun shelling out the moolah – reportedly, CNN alone spent close to $1,00,000 to get that roof-top skycam shot of the convention stadium – to compete for viewers. After Obama’s address, the eye of the news eagles is now on St. Paul, where hawk McCain is gearing up to accept the Republican nomination this week. Although, figures are not out as yet, punters say that Obama and McCain’s speeches are likely to have more viewers hooked to channels than Kerry and Bush’s acceptance speeches in 2004. John Kerry’s acceptance speech had notched 24.2 million viewers, while Bush’s drew a huge 27.5 million. So, when Fox News anchor Shepard Smith now says that conventions are “one ginormous infomercial,” he’s obviously referring to the fact that ratings are hitting the roof and US elections ‘08 are already becoming a must-see on TV.

The writing is on the wall for all to see. Big bucks, bright B-school grads and the media marathon are turning elections into a mega-marketed gala-event, which would possibly make Abraham Lincoln turn in his grave. Once citadels of ideology, dogma and rhetoric, political parties are now turning to hi-tech, sophisticated marketing manoeuvers to lure the voter into their camp. So huge is the hype that global advertising giant WPP likens US elections to Beijing Olympics, insinuating that the spending behind the two events should “continue to boost its 2008 revenues.”

The ongoing media boom, led by news hungry channels is changing the way elections are fought and won, at least in public eye. No longer are voters willing to give a passé to any gaffes from Obama or McCain – everything from the way they speak, dress, behave or even make mistakes - is heard, recorded and repeat telecasted on major networks, allowing voters to either snigger or sympathise (as per their leanings).

According to Archie Norman, former chief executive of the Conservative Party: “Parties win elections by formulating a product that is too attractive.” And every inch of the respective Democrat and Republican machinery, for the moment, is engaged in either pushing forth the young, enthusiastic, concerned about the rising cost of healthcare Obama product or the seasoned, well-versed in military and foreign policy tactics McCain product as the most attractive product proposition in the home stretch for the new White House occupant.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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