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What do politicians and products have in common? Both are brands seeking your dollars (and in the case of politicians, your vote, too). The marketing textbooks of the 1980s and 1990s pushed for a customer (or market) orientation heavily relying on marketing research to find out what customers really want in a product and then deliver it. More recently, however, a product orientation has been touted for success, and suggests that creative product development will be embraced by consumers. Dr. Anjali Bal and her co-authors studied these approaches as they apply not only to products, but to politicians as “brands” as well in a recent article entitled “How customer and product orientations shape political brands” in the Journal of Product & Brand Management.
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