Biden finds his voice but needs to learn from Bush and Trump

As 9/11 was unfolding, a relatively new president, down in the polls shortly after getting into office, George W. Bush, skyrocketed in the polls because of his clever use of branding and marketing. He became the icon for confronting the “all evil” that was behind the first attack on U.S. soil since the attack at Pearl Harbor.

What makes a great leader can be seen if we go back to President Franklin D. Roosevelt. His fireside chats became his megaphone to a country standing up in its role as the leading democracy in the world.

The study of psychology and human behavior is at the center of all marketing, regardless of the product or service being sold by an organization. Understanding and predicting the future behavior of people is what determines the tactics and strategy implemented.

The organization can be a corporation, a political party or a government attempting to reinforce the thinking of its citizenry. This is a necessary first step in the political marketing process, with an even more important step being the development of a coherent message of a leader who resonates with those he or she is leading.