Brand Yourself: Law of Contraction


A brand becomes stronger when you narrow its focus.

While easily applied to business, this law may seem to slip a little when thought about in a political atmosphere.  If you believe that being narrowly focused in politics is a bad thing, you’d be wrong.

The first reason is, you aren’t an expert on everything.  You don’t have the right answer for every situation and you definitely don’t have all the facts.  In order to be an effective communicator and decider, you need to narrow your focus.

The easiest way to do so is to apply a set of financial and social principles that you can fall back on.  With this method, you can always divert a tough situation back to something that you understand completely.  For example, a great place to start would be the three biggest principles that American’s believe in: Life, Liberty, and Pursuit of Happiness (Property).  If you are able to boil down every argument, decision, and message to those three points, you are miles ahead of your competition who is going to try and have a suave answer to each question or issue.

When you limit yourself to your three principles, you aren’t limiting your ability to address issues or govern effectively, you are limiting the amount that you can be misunderstood.  If you are well founded in your beliefs, and truly believe them in your heart, no one can surprise you with an issue.

So, there are five steps that you need to follow down the political path:

  1. Narrow the focus – Get your three issues or principles that you will not waiver on and lead with those.
  2. Stock in depth – For businesses, this means have a large assortment of the “niche” that you are in.  For politics, this means be able to support your principles with philosophical arguments, data, and human stories.  Win the hearts and minds of those who you are trying to persuade logically and emotionally.
  3. Be thrifty – There is nothing like dropping a couple thousand dollars on radio ads or millions on TV spots.  There is also nothing like dropping the money and having no idea if it actually helped.  Understand where your money is going and how to track its efficiency.
  4. Gather support – Dominate the field by gathering support via volunteers, donations, and GOTV (Get Out The Vote) efforts.
  5. Dominate the category – Use modern advancements in technologies as well as good ol’ fashion elbow grease to educate voters on your principles, so when it comes time to vote, they know you as an individual and as representative.

Good things happen when you narrow your focus.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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