“𝐖𝐞 𝐚𝐫𝐞 𝐠𝐨𝐯𝐞𝐫𝐧𝐞𝐝, 𝐨𝐮𝐫 𝐦𝐢𝐧𝐝𝐬 𝐚𝐫𝐞 𝐦𝐨𝐥𝐝𝐞𝐝, 𝐨𝐮𝐫 𝐭𝐚𝐬𝐭𝐞𝐬 𝐟𝐨𝐫𝐦𝐞𝐝, 𝐚𝐧𝐝 𝐨𝐮𝐫 𝐢𝐝𝐞𝐚𝐬 𝐬𝐮𝐠𝐠𝐞𝐬𝐭𝐞𝐝, 𝐥𝐚𝐫𝐠𝐞𝐥𝐲 𝐛𝐲 𝐦𝐞𝐧 𝐰𝐞 𝐡𝐚𝐯𝐞 𝐧𝐞𝐯𝐞𝐫 𝐡𝐞𝐚𝐫𝐝 𝐨𝐟. 𝐈𝐭 𝐢𝐬 𝐭𝐡𝐞𝐲 𝐰𝐡𝐨 𝐩𝐮𝐥𝐥 𝐭𝐡𝐞 𝐰𝐢𝐫𝐞𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐩𝐮𝐛𝐥𝐢𝐜 𝐦𝐢𝐧𝐝”
(𝐄𝐝𝐰𝐚𝐫𝐝 𝐁𝐞𝐫𝐧𝐚𝐲𝐬 — 𝐟𝐚𝐭𝐡𝐞𝐫 𝐨𝐟 𝐩𝐮𝐛𝐥𝐢𝐜 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐩𝐫𝐨𝐩𝐚𝐠𝐚𝐧𝐝𝐚)
Back in the early 1980’s one of the books that was a go to read for business branding marketing and promotion was 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠: 𝐓𝐡𝐞 𝐁𝐚𝐭𝐭𝐥𝐞 𝐟𝐨𝐫 𝐘𝐨𝐮𝐫 𝐌𝐢𝐧𝐝. I read it numerous times and gave copies away to people who displayed an interested.
It was instructive to say the least and made quite apparent that branding, image, marketing and promotion are about two things. Perception (perception is reality) and psychology.
That is, what makes the consumer tick? What are their hot buttons and how these can be manipulated and activated?
It covered the battles between everything from colas to cars. Who was on top and why.
Essentially it all comes down to owning the prime real estate inside the mind of the consumer. Once implanted it’s very difficult to shift even though the other product(s) maybe superior.
We all buy products out of habit and we don’t know why. We just do.
The political left must have read the book as well because they see their mission as a branding, badging and marketing exercise even though their political product is inferior and injurious to the national health.
Even down to manipulating and softening the language with euphemisms to make their “product” sound more appealing and in many, if not most cases the opposite of what it actually is.
Gender affirming care for body butchery and mutilation is one of the most recent examples. Family planning, for abortion is another.
The left is very good at positioning, colouring and characterising not just their policies but their opposition as well, before they’ve even had an opportunity to position and market themselves or their ideas as a competing political product.
Once a perception of a political opponent and their ideas is created as hard right or a religious nutter for holding the most moderate commonsense views, it is very hard if not impossible to shift.
Once a political opponent is characterised and coloured as hard right for example it is a very difficult image to shift.
It’s not just a matter of getting in first and cornering the market of language, of what constitutes misinformation and hate speech but getting their view into the head of the consumer first.
The left has understood this since advertising and public relations legend Edward Bernays developed the idea of propaganda (read by such luminaries as Adolf Hitler, no less, Josef Goebels and Hitlers film maker and producer of his rallies, Leni Riefenstahl.
Conservatives still haven’t caught on. They just don’t get it.