Supreme
Court Nominee Requires Marketing Judgment, Per Mark Levit
Released on
= July 27, 2005, 8:26 am
Press Release
Author = Partners & Levit Inc.
Industry = Advertising
Press Release
Summary = Appointing a Supreme Court Justice is one of the toughest
and most enduring decisions a President has to make. He must select
a candidate that will appease Democrats and Republicans alike.
Press Release
Body = Appointing a Supreme Court Justice is one of the toughest
and most enduring decisions a President has to make. He must select
a candidate that will appease Democrats and Republicans alike.
“At their
inception, the parties differed views regarding the size and responsibilities
of government, but those were issues Americans weren’t very
interested in. As a result, the 2 major parties are differentiating
themselves with branding attributes associated with ‘emotionally-charged
attributes’ including abortion and guns,” according
to Partners & Levit Advertising’s managing partner, Mark
Levit.
So how will
John Roberts appeal to both parties with such polarized views? “What
he has is a marketing problem,” Levit said. “The Roberts
‘brand’ has to win the favor of two diametrically opposed
market segments for his nomination to become an
appointment.”
Compared to
fifty years ago, the political arena is a marketing challenge. Candidates
for elected office or any other high-ranking federal government
position
must appeal to an array of voters, committees, and decision makers.
“Grassroots
campaigns of the early to mid 20th century made it easy for candidates
to say one thing to gain the favor a group in one area of the country
while pacifying others with different sentiments hundreds of miles
away,” added Levit.
Now, technology
has turned high profile candidates into specimens under a microscope.
Currently both parties are scrutinizing every shred of pertinent
information from legal memos and arguments to footage of interviews
from years back, making it harder for a candidate to be inconsistent.
Discrepancies
in records revealing conflicting opinions on sensitive issues such
as abortion could give senators a reason to label Roberts as misguided.
“If a marketing professional aired television commercials
featuring inconsistent product attributes, customers would receive
conflicting messages. You won’t trust the brand too much,”
concluded Levit.
Essentially,
Roberts will need to convince members of both parties that he can
deliver on his brand promise to serve on the Supreme Court with
the same
case-by-case pragmatism as Sandra Day O’Connor. And, as with
all brands, the message must be clear and consistent.
Partners &
Levit Inc. is an aggressive New York advertising agency that leverages
branding, advertising, sales promotion; direct response, seminar/event
selling, the Internet, and other channels to guide prospects along
a continuum until they become loyal customers. The agency’s
heritage dates from 1981. For more information about
Partners & Levit, visit www.partnerslevit.com or call 212-696-1200.
Web Site = http://www.partnerslevit.com
Contact Details
= Mark Levit
Managing Partner
Partners & Levit Inc.
47 West Street
New York, NY 10006
212-696-1200
New York, NY 10006
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