The branding of the president. Consumer research uncovers which brand names supporters of Bush and Kerry associate with the two candidates. For instance, Bush supporters think of Kerry as a snooty Starbucks guy. Kerry supporters think of Bush as a tasteless Bud Light.
The key finding, however, is in the fast-food category. Bush supporters think of their man as a Subway guy and Kerry as McDonald’s. (Perhaps a Clinton image hangover there.)
But Kerry supporters also think of their man as a Subway guy and view Bush as McDonald’s. In other words, both sides view Subway as a symbol of their guy and McDonald’s as the boo-hiss symbol of their enemy.
Clearly, Jared’s endorsement will prove pivotal.
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Joshua Benton is the director of the Nieman Journalism Lab at Harvard University, among other things. Before that, he was a staff writer and columnist for The Dallas Morning News. (More.)
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