And then they worry about why voters feel uneasy about them.
The Spade PartyA step-over is a violation of a rule in track and field when an athlete steps over the line to take a run-up or jump. Similarly, in France, they started selling Zhiguli cars, not realizing that the similar-sounding word "Gigolo" was repelling the terrified French as if they were cursed (incidentally, that's when they replaced the Zhiguli brand with Lada). Therefore, a dual interpretation of a brand, if it contains negative ambiguity, halves the percentages.
Self-Help Party. One of the most appealing. But the name conjures up images of a soldier bandaging his wounded leg. There's nothing wrong with that. But it also doesn't call for heroism or passion, because all hope lies in oneself. Morally, it's practical and timely. But if everyone now relies only on themselves, then why do we need a state at all? Indeed, what's more important—paternalism or self-help? Our people are accustomed to the former... But their slogan could have been made into a more expressive brand appeal to the electorate: "Let's do it together!"
Poroshenko blocIt's clear that the presidential super-interest rate mainstream is already difficult to maintain. The period of high expectations is not being fully met.
It's a bit disconcerting that the billboards are copied from Batkivshchyna in design, red and white colors, and fonts. This is sometimes done to push back competitors. But it works when it comes to a minor figure, not the president. The PR people simply decided to double down on their advertising, latched on, and got a free ride. The slogan "United" is ambiguous: with whom? What were the PR people supposed to do with the "Poroshenko Bloc - BP" brand? They should have staged its takeoff by coming up with different brand variations, like "Let There Be Order! We Fight and We Will Overcome!" or even "Best Party." So, just so our lives wouldn't look as bleak as they promise.
Double interpretation of a brand, if it contains negative ambiguity, reduces the percentage by half
People's Front. True to itself. Last time, the billboards were camouflage green. This time, it's a quasi-military cross-and-chestnut heraldry. It's hard for them to connect advertising with the actual running of the country. Although the fact that "front of change" smoothly transitioned to "people's front" is intuitively justified. But to fully flesh out the brand, the adjective "people's" was underused. A brand is only truly a brand when every word is worth its weight in gold. But here, "people" is somewhat lacking—the government is mostly focused on itself. After all, a front isn't just a front on the border; it's now in every home. And that would be key for the elections.
BatkivshchynaHaunted by trolls, with losses and gains, with a history and biography, with a new number one candidate on the ballot, she's struggling to win voters' hearts. The accumulated potential energy is very slowly being converted into kinetic energy. There are two brands here: Batkivshchyna and Tymoshenko. Despite adversity and total pressure, both brands are unsinkable. One senses the resilience of some fundamental values. Perhaps the "Batkivshchyna-Fatherland" brand itself is clearly linked to an unwillingness to surrender anything to the enemy.
Civic position. The brand looks like a "diagnosis of society." And a correct diagnosis, at that. Where it hurts, what it hurts, why, and who's to blame. It would be priceless if this brand had even a hint of drive, dynamism, and negotiability. Because knowledge alone is no longer enough these days. It's necessary, as in chess: both an understanding of the "position" and a determination to checkmate the opponent, using all your pieces, not just one, even if that piece is the queen.
Strong Ukraine It's transformed, as in folklore, into Exiled Ukraine. And its leader, like Jesus Christ, strides through valleys and hills, sowing seeds for his flock, disillusioned a hundred times over. Every aspect demonstrates that the strong will ultimately conquer the weak. This refers only to the tightening of belts within the country, and not to any resistance to an external enemy, about which a mournful silence is maintained. The brand's slogan is something like: "Promise! The force is on your side!"
Radical Party LyashkoThe brand fits into the "Village and People" matrix. This is its electorate. And it doesn't matter who's on the lists or under whose supervision. Because the situation with this oligarchic supervision is equally unclear everywhere. And it's not because all the lists are "someone's own characters," but simply because these characters often change their views later. Especially if they are faced with something radical. Radicalism is advantageous during times of revolution and war, but it doesn't last long. That's why the ratings dry up. Like anesthesia. But the unexpected surge in "Village and People" is symbolic for the country.
Right sector. The fact that it's right-wing is good. The fact that it's a sector—not so much. The fact that it's right-wing, in the sense of being pro-rich, is fine, since the left usually favors the poor. The fact that the Right Sector is tough is good. The fact that they're not very public is bad for elections. The fact that they're doing a lot during the war is good. The fact that there's no plan for life after the war and during the war—not so much. Overall, the brand is positioned for its narrow target audience and will reach them in the elections. And over time, it will think about rebranding. Because the Right Sector has a lot of common sense and logic. But who likes smart and logical people?
Freedom. A very successful brand, but with it, the situation is reversed. While most brands fall short of what people need, the Svoboda brand, as a hope for a better future, has proven itself superior to its performers.
Opposition bloc. Their message goes something like this: We have a lot of money, but as always, we don't know what to do with it. And since that's the case, we'll save... the working class, but without Gudok. And you won't see our faces on billboards, because you'll start throwing eggs at them. The irony of the brand is that it brings together the country's richest people from the Forbes 100 list, but they've chosen to play the role of a pug against the elephant of the country. And this incredible transformation of "strength" into a deliberate "weakness" makes the brand so vulnerable that its only hope is a rematch.
So it turns out that parties are wrong to neglect their brands. And then they lose out on commissions and get upset. However, things will change dramatically by next time.
Vladimir Spivakovsky, New time
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