This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and howthey took current understandings of political marketing and branding in new directions.
1. Introduction. The 2016 U.S. Presidential Election; Jamie Gillies.- 2. “Different Strokes for Different Folks”: Implications of Voter Micro-Targeting and Appeal in the Age of Donald Trump; Vincent Raynauld and André Turcotte.- 3. Thinking What He Says: Market Research and the Making of Donald Trump’s 2016 Presidential Campaign; Brian Conley.- 4. Trump and the Republican Brand Refresh.; Ken Cosgrove.- 5. The 2016 U.S. Primaries: Parties and Candidates in a World of Big Data; Neil Bendle, Joseph Ryoo and Alina Nastasoiu.- 6. The Clinton Campaign: Appeals to Moderate Swing Voters through Anti-Trump Targeted Communication; Edward Elder.- 7. “Feel the Bern”: Marketing Bernie Sanders and Democratic Socialism to Primary Voters Jamie Gillies.- 8. Conclusion. The U.S. Presidential Race: Advances and Insights for Political Marketing Practice; Jamie Gillies.
