The last months have been a wild ride for those who follow American politics. While social media was living its brat summer, eating whole cucumbers and reflecting on “If You Asked Me On A Deeper Level” posts, the already fiery American presidential election was thrown into turmoil. On July 13, Republican candidate Donald Trump was almost assassinated. On the other side of the aisle on July 21, Joe Biden decided to step down from the election after some heavy proactive and not-so-demure facilitation by none other than Nancy Pelosi. Biden’s decision left an empty space in the driving seat of the Democrats, which was quickly filled by Vice-President Kamala Harris.
Naturally, a potential next president needs a new Vice-President. Some speculated that she would pick the more centrally oriented Governor of Pennsylvania, Josh Shapiro, whereas some advocated for astronaut turned senator Mark Kelly. After days, we finally got our answer when she announced Tim Walz, the Governor of Minnesota, as her pick for a veep. All these twists and turns have shaken up the political playing field and it is no surprise that voters’s heads are spinning with questions such as Who is Kamala Harris? What does she have to do with social media? Why is she a bigger threat to Donald Trump than Joe Biden?
Breaking Down the Jargon
Before discussing the personal brands of the two candidates, it’s important to clarify some key marketing terms. One of the most important terms to understand is “positioning.” This refers to establishing your own or your party’s position in the political landscape, as well as understanding your relationship to your competition. Are you positioning yourself as a market leader in a defensive stance? Or are you positioning yourself as a challenger aiming to expose the weaknesses of the market leader? Alternatively, you may see yourself as an alternative option advocating passionately on specific issues and targeting niche segments of the voters.
Why does positioning matter? Firstly, it helps candidates to stand out in a crowded political marketplace and makes sure their voice will have a personal tone in the public sphere. Secondly and most importantly, it works as a base for key themes which themselves translate to key messages. In other words, positioning builds the foundation for the entire campaign. But what do their message architectures look like? What can we learn from their strategy?
Kamala Harris: Brat, First-name Bases, and Change
Kamala Harris has started her campaign from a unique position. Firstly, no vice president has stepped into the presidential race so close to election day. While three to four months may seem like a considerable amount of time in the European context, in the United States, the election cycles are much longer. Thus, Harris’ campaign team needs to be as agile as possible. Secondly, negative sentiments toward Biden’s administration present a challenging starting point for Kamala Harris. Although it is Biden’s administration, not hers, in the eyes of the public, she might be perceived as guilty by association. This could potentially paint a gloomy picture for Harris. However, despite the odds, she has gained enormous momentum. One could argue that she is the most influential figure for her party since Obama. This leads to the question: why?
Her core message is encapsulated in her words: “Because ours is a fight for the future.” She presents herself as a defender of democracy and the future of America. This approach highlights Donald Trump and Project 2025 as threats to democracy. In her view, Donald Trump aims to bring the country back to a time of oppression. This belief crystallises in her speech in Arizona, with the resounding statement “We’re not going back.” This resonates with various voter segments. For some, it is about defending women’s reproductive rights, and for others, it’s about defending the rights of minorities. One could argue that her strategy is to create a core message that appeals to the masses (as a future president should). This will make her appear more as a unifier, framing Trump as a divider.
This brings up an interesting aspect of her brand on a more abstract level – it seems to have cultural underpinnings. Instead of selling specific policy points, she is selling a cultural mythology. Her campaign is built on the idea of freedom, which in itself is one of the cultural cornerstones of the American society. She uses one of the most cherished American values as the foundation for her campaign. It seems like American exceptionalism is back in the fashion, and that Democrats are ready to snatch back traditional republican themes like patriotism and faith to persuade swing voters, especially uncertain republicans.
Beneath all the social media buzz and cultural branding are her key missions. She focuses on building the middle class. This goal echoes the idea of the American dream and reinforces a strong American theme in her campaign. Her themes and key messages seem to be effective in her rallies. The main question is, when she participates in debates and faces the media, will she be able to maintain her position and momentum as communication shifts from one-way communication to more of a dialogue?
It’s also important to consider the impact of social media and celebrity endorsements. Kamala Harris made a big splash on social media. Some say she delivered some of the most memorable quotes, especially compared to Joe Biden. Her quote “You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you” inspired numerous remixes and memes. She also received endorsements from celebrities like British pop singer Charli XCX, who tweeted, “Kamala IS brat” generating a lot of crucial publicity for Harris, but also helping her to rebrand herself from a timid prosecutor to a hip, savvy, and forward-thinking politician.
She also challenges the norms by building her brand around her first name. Rather than using “Harris HQ,” she opted for “Kamala HQ,” leveraging her first name, which has Indian and Sanskrit roots. Embracing her ethnic background as a core part of her recognition, she stands out by foregrounding it. How often do we refer to politicians by their first names? This decision helps her bridge the gap and makes her seem more relatable to her voter base. Rather than being seen as part of a distant elite, she appears to be a familiar figure, akin to a “Funny Aunt.” It appears that her strategy is aimed at mobilising Gen-Z voters.
Why Is Kamala Harris’ Positioning a Problem for Donald Trump?
Trump portrays himself as a challenger and reformer, breaking the mould of traditional politics. Changing one’s positioning takes time, and time is now limited. These circumstances have forced him to maintain his position, leading to a battle between two challengers – one focused on the future and one seeking solutions in the past. This situation may bring to mind the 2008 Democratic Party presidential primaries between Barack Obama and Hillary Clinton for American politics enthusiasts. Clinton aimed to position herself as the challenger, but Obama successfully presented himself as the true challenger, leaving Clinton disappointed. While this was an occurrence in the internal politics of the Democratic Party and may not necessarily apply to the presidential candidate of the Republican party, it offers an interesting lesson in political branding.
So, what should Trump do? Firstly, he needs to decide on his strategy. Defence is not a static position, and as some say, the best defence is a good offence. Trump is skilled at launching attacks against his opponents, communicating, and mobilising his base. This election has been chaotic, creating new opportunities to undermine democratic processes. He may choose to stay in a challenger position with a hint of victimhood, portraying himself as a misunderstood politician under attack by the deep state and “woke mob”. We have already seen him coming after Harris, and he will probably keep coming for her in the upcoming days.
The question remains: will this persuade swing voters from key states? It’s still early to say at this point. Once we see their first debates, more analysis on their strategies can be done. We need to wait and see, even though the suspense may feel unbearable.
