Candidate branding

A marketing company has analyzed the different candidates’ appeal and related them to that of various products. This article describes the process for McCain. (The findings for the other candidates was given in a box in the Washington Post, but I couldn’t find it on the website.)

According to this marketing research, if John McCain were a product (I am granting how idiotic that is), he would be a Ford pickup; Wrangler jeans; and a Timex watch.

Hillary Clinton would be a Volvo station wagon; Microsoft software; and the New York Yankees.

Barack Obama would be a BMW Z4 convertible; Apple computer; and Chicago Cubs.

I have a Ford pickup and wear Wranglers, though my watch is not a Timex, though it’s fairly equivalent. So that would put me 2/3 for McCain, which is pretty close.

I am 0/3 for Clinton. That is a highly accurate summary of her appeal for me.

I compute with Apples, so that would make me 1/3 for Obama. As I have said, I have a certain fondness for Obama that I cannot fully account for, though I couldn’t vote for him, and I guess it has to do with some of that Macintosh mystique.

Does this branding account for your own political preference?

About Gene Veith

Professor of Literature at Patrick Henry College, the Director of the Cranach Institute at Concordia Theological Seminary, a columnist for World Magazine and TableTalk, and the author of 18 books on different facets of Christianity & Culture.

  • WebMonk

    I’ve got the jeans, but no Timex or pickup truck. I go for Microsoft, and my car is closer to a Volvo than a BMW. I’m neither a Yankees nor a Cubs fan.

    1/3 McCain
    2/3 Clinton

    Yech!

  • WebMonk

    I’ve got the jeans, but no Timex or pickup truck. I go for Microsoft, and my car is closer to a Volvo than a BMW. I’m neither a Yankees nor a Cubs fan.

    1/3 McCain
    2/3 Clinton

    Yech!

  • Susan aka organshoes

    My jeans are hand-me-downs. I hate buying jeans.
    My ‘watch’ is my cellphone.
    I drive an old reliable Honda.
    Lord, to whom do we go?
    Actually, I’m the last person–in the last demographic–any marketers consider.
    I took a marketing course and found the jargon as difficult and as unfriendly to the ear as a foreign language, or a legal contract. Or the instructions on my 1040.

  • Susan aka organshoes

    My jeans are hand-me-downs. I hate buying jeans.
    My ‘watch’ is my cellphone.
    I drive an old reliable Honda.
    Lord, to whom do we go?
    Actually, I’m the last person–in the last demographic–any marketers consider.
    I took a marketing course and found the jargon as difficult and as unfriendly to the ear as a foreign language, or a legal contract. Or the instructions on my 1040.

  • http://thebookbeast.blogspot.com Darren

    I wear jeans occasionally, but never a watch. I firmly believe that “There is no operating system but Microsoft, and Bill Gates is its prophet.”

  • http://thebookbeast.blogspot.com Darren

    I wear jeans occasionally, but never a watch. I firmly believe that “There is no operating system but Microsoft, and Bill Gates is its prophet.”

  • S Bauer

    Ford truck, Wranglers, Macintosh.

  • S Bauer

    Ford truck, Wranglers, Macintosh.

  • http://www.bikebubba.blogspot.com Bike Bubba

    GMC pickup, Wranglers, PC, Cubs fan, Timex, and it makes little difference once I know a candidate’s stand on abortion and firearm rights.

    Oh, and I don’t think Mr. “Aragula is expensive” pays a terrible lot of attention to what happens in the Friendly Confines, to put it mildly–I believe it about as much as I believe Mrs. Clinton roots for the Yankees when the cameras aren’t rolling.

  • http://www.bikebubba.blogspot.com Bike Bubba

    GMC pickup, Wranglers, PC, Cubs fan, Timex, and it makes little difference once I know a candidate’s stand on abortion and firearm rights.

    Oh, and I don’t think Mr. “Aragula is expensive” pays a terrible lot of attention to what happens in the Friendly Confines, to put it mildly–I believe it about as much as I believe Mrs. Clinton roots for the Yankees when the cameras aren’t rolling.

  • Cate

    I’m 0/3 on McCain, 0/3 on Hillary (right now, though we constantly toy with the idea of buying a Volvo) and 1/3 on Obama (I’m a Mac gal).

    So the candidate with the least appeal for me is the one I’m actually voting for (McCain) and the most appeal is my least favorite of the three (Obama). Go figure.

  • Cate

    I’m 0/3 on McCain, 0/3 on Hillary (right now, though we constantly toy with the idea of buying a Volvo) and 1/3 on Obama (I’m a Mac gal).

    So the candidate with the least appeal for me is the one I’m actually voting for (McCain) and the most appeal is my least favorite of the three (Obama). Go figure.

  • Anon

    Well, I drive a 4wd pickup (needed around here), and run Ubnutu Linux, I guess that makes me for Ron Paul and the Constitution Party.

    Yep.

    “From the Beast of Redmond, Domine miserare nobis.” ;-)

  • Anon

    Well, I drive a 4wd pickup (needed around here), and run Ubnutu Linux, I guess that makes me for Ron Paul and the Constitution Party.

    Yep.

    “From the Beast of Redmond, Domine miserare nobis.” ;-)

  • Bruce

    Not enough factors present to make a meaningful profile.

    Try fleshing it out with: What country would each candidate be? What animal? What landscape? What kind of school?

    IOW, make the profile less about a product and more about people and nature.

    Isn’t that what the media does the week before the Super Bowl? Ask the defensive linemen: “If you were a tree, what kind of tree would you be?”

  • Bruce

    Not enough factors present to make a meaningful profile.

    Try fleshing it out with: What country would each candidate be? What animal? What landscape? What kind of school?

    IOW, make the profile less about a product and more about people and nature.

    Isn’t that what the media does the week before the Super Bowl? Ask the defensive linemen: “If you were a tree, what kind of tree would you be?”

  • http://pakruta.blogspot.com Paul

    I wear Levi’s
    I drive a Buick
    And I have both a Mac PowerBook and a PC.

    This is just silly.
    I, for some reason, bet I’d be spot on with Huckabee.

  • http://pakruta.blogspot.com Paul

    I wear Levi’s
    I drive a Buick
    And I have both a Mac PowerBook and a PC.

    This is just silly.
    I, for some reason, bet I’d be spot on with Huckabee.

  • Matt Jamison

    As a Yankees fan, I emphatically reject any association with Hillary Clinton. Everyone knows she is a cryptocubbie and a reverse carpetbagger.

    Now Rudy Giuliani is one guy who knows his Yankee baseball!

  • Matt Jamison

    As a Yankees fan, I emphatically reject any association with Hillary Clinton. Everyone knows she is a cryptocubbie and a reverse carpetbagger.

    Now Rudy Giuliani is one guy who knows his Yankee baseball!

  • http://www.bikebubba.blogspot.com Bike Bubba

    Mrs. Clinton may be a carpetbagger, but I take issue with your claim that she roots for the Cubbies. Maybe when she was a Goldwater girl, but not now. :^)

  • http://www.bikebubba.blogspot.com Bike Bubba

    Mrs. Clinton may be a carpetbagger, but I take issue with your claim that she roots for the Cubbies. Maybe when she was a Goldwater girl, but not now. :^)


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