The strongest associations with direction and uniqueness for Rutte
Posted: Mon Dec 23, 2024 8:21 am
Back to statement 2, we are skeptical and negative
We are very skeptical and negative about our politicians in general, with the exception of Klaver and Roemer. Nevertheless, if our prediction comes true, we will vote en masse for Rutte and Wilders in the upcoming elections. They are indeed rated very negatively on almost all brand variables, but are by far the best known. With this we have substantiated our statements that politicians who are the best known, get the most votes. Regardless of whether we are (very) negative about them and regardless of their political program.
A final litmus test is whether the politicians that the Dutch will vote for also evoke associations that are necessary for a strong brand. This is about the Points-of-Parity, which are necessary to be considered as a politician. And the Points-of-Difference : the associations that make us choose that politician and not someone else. Here too, we like to refer to previous articles and focus on the results. Here we only look at the four strongest associations. Or actually categories of associations.
Rutte has two major category problems: the attitude hotel contact database people have about what he does (functional) and what that means to them (symbolic). These are strongly negative, but that is not unique to him. They also apply to other politicians. He does have a brand problem (MP), he is with the wrong party. The secondary associations, such as MH17 and being prime minister, are strongly negative and unique. Furthermore, people do consider him competent. He is not unique in this, but it does put him in the consideration set (PoP). He has no distinctive power, no strong Point-of-Difference.
Klaver is doing well in this area, see below. The strongest associations 'young' and 'progressive' are PoDs. People are negative about what he does, although that is not unique (category problem). His competence is a PoP. The only brand problem he has is his party. People think Klaver is great, but he is with the wrong party.
The good news here must be that the only politician who has positive distinctiveness and is competent enough, will then get the third most seats. Of course, Klaver's fame is still far from the level of the two mastodons Rutte and Wilders. So there is hope for the future.
The strongest associations of direction and uniqueness for Klaver.
We are very skeptical and negative about our politicians in general, with the exception of Klaver and Roemer. Nevertheless, if our prediction comes true, we will vote en masse for Rutte and Wilders in the upcoming elections. They are indeed rated very negatively on almost all brand variables, but are by far the best known. With this we have substantiated our statements that politicians who are the best known, get the most votes. Regardless of whether we are (very) negative about them and regardless of their political program.
A final litmus test is whether the politicians that the Dutch will vote for also evoke associations that are necessary for a strong brand. This is about the Points-of-Parity, which are necessary to be considered as a politician. And the Points-of-Difference : the associations that make us choose that politician and not someone else. Here too, we like to refer to previous articles and focus on the results. Here we only look at the four strongest associations. Or actually categories of associations.
Rutte has two major category problems: the attitude hotel contact database people have about what he does (functional) and what that means to them (symbolic). These are strongly negative, but that is not unique to him. They also apply to other politicians. He does have a brand problem (MP), he is with the wrong party. The secondary associations, such as MH17 and being prime minister, are strongly negative and unique. Furthermore, people do consider him competent. He is not unique in this, but it does put him in the consideration set (PoP). He has no distinctive power, no strong Point-of-Difference.
Klaver is doing well in this area, see below. The strongest associations 'young' and 'progressive' are PoDs. People are negative about what he does, although that is not unique (category problem). His competence is a PoP. The only brand problem he has is his party. People think Klaver is great, but he is with the wrong party.
The good news here must be that the only politician who has positive distinctiveness and is competent enough, will then get the third most seats. Of course, Klaver's fame is still far from the level of the two mastodons Rutte and Wilders. So there is hope for the future.
The strongest associations of direction and uniqueness for Klaver.