The American Brand The Democrats need a brand — a brand to counter the Trump brand. And that’s the key: make the election about the American brand versus the Trump brand. Democrats must actively label everything Trump says and does as part of “the Trump brand.”
This should be easy — Trump will help. It won’t win over die-hard Trump supporters, but it can sway independents uneasy with an imperial presidency. At the same time, Democrats must embrace “the American brand” — a brand rooted not in showy patriotism, but in enduring American values.
Every message should start with a clear American value. Only then should it present policy — and every policy must end by tying back to that value. For example:
“The American brand values equality for all persons, as stated in our Declaration of Independence. Because Democrats hold that value, we propose laws to protect the voting rights of all citizens. By protecting voting rights, we turn the American value of equality into reality.”
The strategy is simple: personalize Trump, and elevate Democratic candidates as defenders of the American brand.