Let’s Dive Into Biden’s Chief Strategist Marketing Game plan

President Joe Biden may have just secured the Democratic nomination, but the real winners here are students of marketing. Biden's campaign exemplified some brilliant strategies that any brand could learn from.

The Power of Minimizing Competition

One key driver of Biden's success was a unifying Democratic party that essentially cleared the field for him. Much like Coke or Pepsi dominating the cola market by making it tough for new competitors to gain a foothold, Biden faced only token opposition. Pivotal party figures like Govs. Newsom and Whitmer opted out of seriously challenging the incumbent. This allowed Biden to solidify his base and avoid getting outflanked or splitting the vote.

Leverage Your Existing Brand Equity

Biden's team seemed to recognize that after his decades in politics culminating in the vice presidency, he had substantial brand recognition and equity. Rather than attempting to redefine his brand, theyDoubleddownon the existing positioning of Biden as an experienced, no-nonsense veteran. His statesmanlike State of the Union address hammered this home. For any marketer, leveraging your current assets and goodwill can be more effective than starting over with an all-new brand identity.

Relentless Opponent-Focused Messaging

While some expected a unifying message, Biden seemed determined to make the race a blistering referendum on his opponent, former president Trump. His frequent references to "my predecessor" showed a commitment to opponent-focused messaging that kept Trump's unpopular brand top-of-mind. Marketers know you can drive preference for your brand simply by constantly targeting your key rival.

Rejuvenating an Aging Brand

At 81, Biden undoubtedly faced doubts about his vitality and stamina. But his lively SOTU performance and eagerness to go on the attack seemed aimed at rejuvenating his personal brand's reputation. When you've got an established but aging brand, generating excitement through dynamic brand reactivation is crucial, as Biden's team knew.

Though the general election is still to come, Biden has provided marketers with plenty to study already. His team deftly cleared a path, capitalized on existing brand equity, focused on the competition, and found ways to breathe new life into the Biden brand - all masterful techniques any industry could emulate.