Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders

Political marketing advances by engaging with new and advanced concepts from both of its parent disciplines. One of the most recent fields of brand research—the study of the human brand—is taken into the political marketing arena in this essay. Human branding is an emergent topic in mainstream marketing. The value as a brand of a person who is well-known and subject to explicit marketing communications efforts is being investigated in many fields. The concept has clear prima facie value in political marketing, where the role of a political leader as part of the political marketing offer has been recognized extensively. Politics is also a unique context given the relationship between leaders and parties, each of which has some unique brand associations. The process of exploring the application of human branding in politics also provides a context in which some of the interactions among party and leader, human brand, and organizational brand can be explored and further developed. Among the conclusions are that political party leaders require brand authenticity as an advocate of the party policy platform and brand authority to command the organization and deliver on the policies being advocated. Implications for party and campaign management are outlined.     

Mexico's Southern Flank: The “Third” U.S. Border

Mexico's crime-ridden southern frontier has become a veritable third U.S. border, as a constant flow of Central Americans and others cross into Mexico, often en route to the United States. As the number of unlawful migrants surges, their characteristics are changing: recent apprehensions include nationals of Caribbean, Middle Eastern, and Asian nations, and foreigners linked to terrorism are using Mexico as a thoroughfare to the United States. Mexico's immigration department is hindered by a number of factors in stanching this flow, and Mexican officials have only begun to publicly recognize the severity of the problem. Washington, too, must wake up to the security threat posed by Mexico's soft underbelly.     

North Korea: The Case for Strategic Entanglement

North Korea is a state shrouded in secrecy, yet it receives an enormous amount of media attention. Its reclusive nature makes analysis difficult and speculative. What is certain is that a dangerous stalemate regarding nuclear weapons has persisted for far too long and is an obstacle to any real change in the political system. History, culture, and ideology all rule the state's actions; it is therefore a mistake to assume North Korean negotiators can act with autonomy. A new and dynamic means to deal with this dilemma should be developed, for the past has demonstrated that threats and demands will not coerce Pyongyang into submitting, in fact, that approach will only exacerbate the problem. An effective means to move beyond the stalemate is needed.