Branding is all about satisfying customer needs.
With this in mind, if asked what comes to mind when one mentions Brands, Steve Garvey, and Adam Schiff. One thinks of baseball players and politicians. When one follows- up with their preferred brand class, baseball players would be the majority of perceived replies.
And who do average voters prefer as their brand class choice? It should be no surprise that baseball player is their preference. Why? Well, it is a “cultural thing” that can be found in a February 2023 Medium article titled “Why Are Sports And Athletes So Fascinating,..”
The column states: “Athletes inspire us to strive for greatness in our lives, whether in sports or other areas. Sports also have a unique ability to bring people together. They provide a common ground where people from all walks of life can unite and root for their team or favorite.”
Compare this perception to the political class, which can be assessed through Gallup’s Congressional Job Approval, ratings which, as of February 2024, have a 12 percent approval rating.
A March San Francisco Chronicle poll illustrates this Garvey edge. Garvy leads Schiff 27 to 25 percent, respectively, reinforcing the cultural and statistical information provided above.
For voters, it may not be enough to fall under brand umbrellas, e.g., ball player vs politician. They may want to look into the personalities of both men before making their choice of candidates. This is where Garvy may have the edge. Garvy has no baggage, whereas Schiff has a steamer and then some when it comes to the luggage factor.
Schiff has all the impeachment hearings and more to remind voters of the integrity of his pronouncements, which some voters perceived as so yesterday. This means they may want to move on and take care of the current issues haunting California voters, like crime, dysfunctional government, and high taxes.
On the other hand, Garvey is the tableau-rasa personality that is a fresh, likable face on the political stage where voters may say, why not give this guy a chance at changing things up? We know what we will get Schiff. Not so much if we vote for Garvey.
Schiff could use a brand-over, changing his brand from a politician to a reformer who will clean things up in California. Garvey can just let his brand speak for himself. He is a former baseball player with whom you would like to have a beer at a family barbeque.
One thing to be considered by both Schiff and Garvey is that it’s always easier when one has branding and marketing in mind.
Dr. John Tantillo is a Marketing Professor at Lander College For Men at Touro University and authorizes the popular book, “People Buy Brands Not Companies.”
