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Branding · Published February 4, 2016

Leigh Ann Ambrosi
Managing Partner & EVP, Consumer Lifestyle

Feel the Bern: Sanders Finds His Marketing Groove

bernie sanders wearing a patriot hat speaking at a rally
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For a self-avowed Democratic Socialist, presidential candidate Bernie Sanders sure seems to know a thing or two about how to capitalize on your brand. Sanders, the junior U. S. Senator from Vermont, provides solid schooling for PR brand managers and marketers for how to deliver an effective message and cut through the proverbial clutter. The lesson is simple and it involves tattooing two words to your marketing brain: straight talk. Agree with his policies or not, part of Sanders’ success on the campaign trail so far has been his ability to speak in naked terms and declarative statements. He delivers his talking points in ways that leave little to mystery and resonate with supporters. “The system is rigged” and “We are talking about a political revolution” are just two Bernie-isms that seem to be providing encouraging returns for his run for the White House. The statements are easy to understand. And, like any seasoned marketer, he knows that you can’t repeat your core message enough. He doesn’t get bogged down in political minutiae. He speaks with his stakeholders, not at them—another crucial takeaway for marketers who like to communicate with their customers and prospects particularly in-person rather than via digital channels. As he heads into a Democratic presidential debate Thursday night against Hillary Clinton, Sanders has the political wind at his back. Although Clinton can claim victory in the Iowa caucuses against Sanders, the race was a virtual tie. Sanders is expected to win the New Hampshire primary, which takes place Feb. 9. If Sanders captures New Hampshire he will have a lot of momentum. (We still haven’t seen Sanders and “Seinfeld” creator Larry David in the same room, but that’s another conversation.) In addition to delivering straight talk, Sanders is well-versed in another effective marketing tool: Talk about your customers and their needs. Talk about a movement that goes well beyond one person. Talk about community. Don’t bother with biography; it’s what Hillary Clinton has relied on throughout her campaign. But if she loses the New Hampshire primary she will be in the fight for her political life. By contrast, if Sanders wins—via a strategy of straight talk and appealing to the passions of his supporters—he will be riding the crest of a political wave. 
Leigh Ann Ambrosi

Written by

Leigh Ann Ambrosi

Leigh Ann Ambrosi leads the Consumer Lifestyle division at 5W. With over 25 years of experience, she is a seasoned expert in brand development, publicity, and media relations. Whether shaping strategy, restructuring workflow, handling multiple clients or managing budgets big or small, she effects change with a constant eye towards producing results. Prior to joining the 5W team, Leigh Ann was Executive Vice President, and Chief Administrative Officer at Magrino Public Relations for over nine years. While at Magrino, she oversaw the Consumer and Food, Wine, & Spirits divisions, and managed the operations of the agency. She was responsible for signing new clients, strengthening existing client relationships and programs, and providing oversight for brands including Martha Stewart, Hunter Douglas, SCOUT, The Ranch, Vaughan, Flybird Cocktails, and Horse Soldier Bourbon, among others. Her passion for her work is paramount, which positions her as a strong mentor to junior staff, inspiring them to a higher level of performance. One of her many accomplishments previous to her agency work include a career in book publishing publicity and marketing, where she created multi-platform marketing campaigns that encompassed advertising, events, social media, buzz marketing stunts, publicity, brand building, and strategic partnerships. During her tenure in publishing, she helped to build the brands for authors including Mario Batali, Deepak Chopra, Jillian Michaels, Tyler Florence, Haylie Pomroy and more. Leigh Ann holds a degree in Mass Communications, with a minor in Journalism, from the University of Massachusetts, Amherst. She lives with her two kids in Maplewood, NJ

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Tags

  • communications
  • pr strategy
  • 5wpr
  • branding
  • Public Relations
  • trends

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