If you want to grow a brand’s business FAST, have an extra hard look at language and context.

You can accelerate a brand’s acceptance and action if you understand the language that defines the context and messaging for the brand . “Just do it” defined Nike, “Where’s the beef?” defined Wendy’s, “We bring good things to Life” defined GE and so on.

And while we are in the midst of elections, I am constantly miffed at how politicians miss so many good language opportunities to rocket their ‘brand’.

Here are two examples:

In the last Presidential Election the incumbent party had to support a war…always a tough thing to do for an incumbent regardless of how necessary the war was. To his credit candidate Obama took the opportunity to present a fresh view on ‘global peace’ and ‘collaboration’. And in this case his “Hope and Change” theme was exactly right and indeed worked for the context and his brand message.

The Republicans may have had a chance to even the playing field somewhat by reminding all of why we were at war in the first place.  Our enemy had become known as ‘terrorists’. This seemed at the time to be a good explanation for these new style combatants. It also for some implied a cause or some kind of rationale for these individual’s actions…maybe they are not so dangerous after all.

The McCain/Palin ticket could have changed the language and possibly restored some support for their party. Instead of using the term ‘terrorist’ they could have boldly begun referring to them as what they actually were and that is MURDERERS. They murdered American civilians and vowed to do so, every chance they get.

Now I am not saying that this could have been the basis for their campaign theme but in spirit I do believe that if they had begun using the term ‘murderers’ they might have built a more meaningful rationale and emotional support for their side.

The second example is timely.

The key election issue now appears to be jobs…or the lack there of. With some 23 million people out of work and a lagging economy both candidates and their parties are building their case for getting more jobs. The Democrats seem content to just muddy the water for the Republicans by continually talking about how the Republicans are only pro rich and can’t be trusted… powerful maybe but not necessarily a ‘get more jobs’ stance.

The Republicans are trying to focus on ‘small business owners’ and how the Democratic policies make it difficult for them to prosper and hire. Why doesn’t the Romney/Ryan team change the language from small business owners to talk more about EMPLOYERS and just cut to the chase?

Simplistic I know but in this way they can force the right context for the biggest issue and not let it get lost or minimized by the side issues of size and wealth. Believe me if you are either looking for a job or want a robust economy then really who cares how big or small companies are… a job is a job especially if you do not have one.

Now Rocket Branding does not pick sides but clearly at least for this area there were good opportunities for the Republicans that they missed.

So look carefully at language when you are rocketing a brand. What do you think? For more on Rocket Branding and how it can help you visit

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