Challenger brand case study: Reverse engineering the Harris-Walz creative brief
I used to cover presidential campaigns as a political reporter. Today I look at them through the lens of a strategic marketer.
What I’m seeing is a challenger brand, Harris-Walz, that is truly nailing its campaign strategy: Developing a fresh narrative and tone, harnessing cultural tailwinds, rapidly prototyping messaging, and using insight to find its way into the audience’s consideration set despite an entrenched competitor.
Whether it ultimately works remains to be seen. The election is weeks away, honeymoons end, and Republicans have an electoral college advantage. It’s worth noting that while the Democratic National Convention averaged 3 million more viewers over four nights than the Republican National Convention (21.8 million v. 18.9 million), Donald Trump retained a lead in most swing states even in the heady days following the DNC, according to realclearpolling.com.
So Harris-Walz is still the underdog. But underdog brands have the opportunity to excite and inspire their audience with a fresh story, which is harder for an entrenched brand. Just ask Joe Biden. And Donald “They stole the election four years ago” Trump.
In the wake of last week’s Democratic convention, here’s a thought exercise imagining the creative brief for the Harris/Walz challenger brand campaign and, in the table below, key ways the campaign team has delivered so far.
HARRIS-WALZ PRESIDENTIAL CAMPAIGN CREATIVE BRIEF
Summer 2024
ASSIGNMENT
Develop a visionary Challenger Brand Strategy to reverse the Democratic slide and put Harri-Walz in the White House.
OBJECTIVES
Persuade middle class moderates and swing voters to support Harris/Walz
Overcome Democratic voters’ enthusiasm gap. Excite them to feel great, donate, vote, volunteer, and advocate
AUDIENCE
Moderates and swing voters aren’t choosing Trump’s negativity as much as it’s been a dominant narrative that has come to feel inevitable. It grows stronger by feeding on itself with no compelling alternative. Democrats are frustrated by their side’s lack of vision and vigor. The erosion of personal freedoms and macroeconomic forces feed feelings of middle class hopelessness. Trumpism’s dark narrative has started to feel inescapable – even normal.
INSIGHT
People aren’t mired in fear and negativity because they want to be. There’s a latent appetite for a different kind of story: an inspiring, positive vision that can invigorate people and help them feel part of something bigger.
MAIN MESSAGE
“Together let’s build a bright future of joy, freedom, and unity.”
PILLAR MESSAGES
Joy, Freedom, “Do something”
TONE
Joyful, Self-assured, Spicy
HOW THE CAMPAIGN IS DELIVERING ON ITS STRATEGY
