John McCain: American Hero Losing Steam

1303207-871071-thumbnail.jpgAs with Hillary Clinton among Democrats, McCain dwarfed his rivals on performance in April and lagged far behind in personality.  The good news for McCain is that in this regard, his brand identity is stable.  He continues to lead the Republican field in terms of performance (McCain, 26%; Giuliani, 20%; Thompson, 14%; Romney 8%).

The bad news for McCain is that he not only remains dead last in personality measurements, he’s fallen even further in this area.  The worst news, though, is that he’s also fallen on performance.  In April, McCain’s average performance rating was 34 percent, and his personality rating has fallen from ten percent to three percent.

McCain’s biggest performance drop is on the question of who’s best prepared to be president.  In April, 39 percent said McCain; in September, that number is 25 percent (still tops among Republicans however).

McCain has also seen one other big drop, this time in the realm of connectivity.  In April, 24 percent said he was most in-tune with the voters of South Carolina; today, just six percent agree.

What We Said In April

  • John McCain has the experience and preparation to lead America in dangerous times – and because of this, his perceived lack of warmth and personal charm could actually be a strength, or brand builder.
  • As an automobile, what else could McCain be other than a pickup truck that’s “Built Ford Tough.”
  • In the same way, McCain is Wrangler when it comes to jeans – rugged and durable.
  • Finally, McCain is a Timex – he takes a licking, but keeps on ticking.

Brand Attributes

  • Trustworthiness
  • Looks presidential
  • Preparation for job
  • Relevant experience
  • Best plan for Iraq
  • Not likable
  • Lack of warmth and personal charm