The Democratic Party: Looking for a brand to call its own

By Rick Ridder and
Eric Washburn 
Real Clear Wire

These days, a lot of Democrats are feeling like Will Rogers, who said on the eve of the Great Depression, “I am not a member of any organized political party. I am a Democrat.”

Today, the Democratic Party faces an identity crisis that is eroding its national appeal. Recent polls show that less than 30% of Americans, including lifelong Democrats, struggle to define what the party stands for. While there have been some recent victories in Wisconsin and closer margins in Florida congressional races than two years ago, it would be a mistake to assume that the party is on the brink of some sort of miraculous comeback.

This time of record-low popularity presents an opportunity for constructive reinvention. Democratic politicians across the country should seize this moment to develop a brand identity that resonates with the day-to-day struggles of most Americans.

It’s time for the Democrats to move away from largely defining themselves in opposition to Donald Trump and Elon Musk. As Saul Alinsky once wrote, “The price of a successful attack is a constructive alternative.”

The Democratic Party needs to offer voters a clearly articulated alternative vision that fosters a coherent and compelling brand – a vision that addresses basic American needs and values, and looks to the future:

Economic Opportunity – Every American should have the opportunity to get a good job by having access to education and training, regardless of their economic circumstances. This includes vocational training and community college, as well as traditional four-year and advanced educational programs.

Economic Fairness and Security – Cutting taxes for low and middle-income earners so they can afford increased grocery prices and housing costs. Raising taxes on people making more than $1 million annually in net income to generate net savings to cut the deficit and national debt. Reducing red tape to facilitate building affordable homes and help provide affordable mortgages. Access to Medicare for all who want it, while continuing to protect Social Security and Medicaid.

Freedom of Choice - Including reproductive choice and lifestyle choice.

Freedom From Fear - Funding law enforcement, including local and state police and national law enforcement agencies. Enacting the Democrat-Republican Bipartisan Border Security Bill.

Freedom To Enjoy Clean Air and Water– In addition to focusing on the changing climate, Democrats should expand the conversation to include curbing pollution, which will give young Americans a brighter, healthier future.

Respecting the Rule of Law – Guarantee enforcement of the law, regardless of the political whims of any administration.

The core message should be narrowed down to one or two concise phrases or slogans. Then make sure every spokesperson, particularly governors and members of Congress, uses those phrases seamlessly. If every instrument in a symphony orchestra is playing from a different song sheet, listeners only hear a cacophony. Repeat the message over and over. Message consistency has its greatest impact in memorable slogans. (See “Make America Great Again”).

In defining its brand identity, Democrats must label their initiatives carefully. President Franklin D. Roosevelt was the master at creating positive context for initiatives designed to address major national problems. For example, FDR labeled his jobs program “The Work Progress Administration,” which stressed putting people back to work. He did not call it “The Unemployment Progress Administration,” which would have reminded everyone of the nation’s unemployment. In contrast, Democrats labeled their 2022 legislative centerpiece the “Inflation Reduction Act,” which only served to remind voters every day about inflation.

Importantly, in this rebranding process, Democrats will need to be open to reinventing government to ensure that it is fit for its purpose in the modern era. Former Colorado Sen. Gary Hart once said in regard to U.S. military spending, “We must stop debating whether more or less defense spending is better. Better is better.” The size of government is less important than the effective delivery of services to Americans.

Democrats won’t get a chance to achieve these goals unless they can figure out how to win more elections. All the talk of engaging in more digital communications, less broadcast TV, greater streaming, or greater door-to-door voter contact is less important than establishing a compelling brand with simple, effective messaging; in business terms, it is better to have a good product than a large sales force or advertising budget.

In the end, success will depend at least in part on appealing to voters by fitting the message into the context of diverse American cultures, rather than demanding that voters accept the culture of Democratic Party politicians and campaign consultants. Musicians ranging from heavy metal to country, along with podcast hosts, other cultural icons, and state and local politicians with large followings, can help build cultural bridges and validate commonsense Democratic ideas.

Even with an effective message, Democrats will still need a long-term strategy to rebuild the party up and down the ballot and in every state. Without such a plan, and a commitment of sufficient resources to implement it year in and year out, Democrats risk losing control of the U.S. Senate for a generation, thus preventing the enactment of progressive legislation and ensuring conservatives dominate the Supreme Court for the foreseeable future.

Ultimately, America needs a strong Democratic Party capable of solving the many economic, social, security, and environmental challenges facing the country. The first step in this process is devising a compelling vision – one that will enable Democrats to win more governorships and state legislative seats, while restoring Democrats to the White House and to majority control of Congress.

Rick Ridder is a former presidential campaign manager and senior consultant for five other Democratic presidential campaigns. He is the president and co-founder of RBI Strategies & Research.