Brand Leaders

Clinton, Blair and the Limitations of the Permanent Campaign

Bibliographic Data

ID6345332
AuthorsClaudia Needham (0000-0001-8519-4171, Queen Mary University of London, corresponding author), Catherine Needham (Queen Mary University of London)
Year2005
Volume53
Issue2
Pages343-361
Publication date2005-06-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenuePolitical Studies (JOURNAL)
Journal identifiersISSN: 0032-3217 • E-ISSN: 1467-9248
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1111/j.1467-9248.2005.00532.x
OpenAlexW2023145311
LanguageEN
Citations received54
References cited38

The ‘permanent campaign’ is said to have reached its apogee in the incumbent communications strategies of Bill Clinton and Tony Blair. However, their assiduous courting of public opinion from within office has been used to explain both the high approval ratings of these leaders and their unpopularity for long periods of their incumbency. This apparent paradox suggests that the permanent campaign model is too blunt an instrument to usefully describe or evaluate incumbent communications. Its assumption of continuity between election campaigning and office-holding fails to explain how the strategic terrain changes once a challenger takes office. The concepts of branding and relationship marketing can be used to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-‘purchase’ setting. The success of Blair and Clinton in establishing a relationship with voters from within office can be assessed using six attributes of successful brands: simplicity; uniqueness; reassurance; aspiration; values; and credibility. As incumbents, facing challenges in shifting strategic and institutional environments, Blair and Clinton developed messages that were simple and appealed to voter aspirations. Voters remained sceptical about the extent to which these leaders embodied values and delivered on their promises

Advertising · Business · Credibility · General election · Loyalty · Newspaper · Political science · Politics · Public relations · Simplicity · Skepticism · Law · Media Studies and Communication · Public Relations and Crisis Communication · Social Media and Politics

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