1. A Tiger Can't (Easily) Change Its Stripes

It takes time, effort and money to create a brand identity – and it can take even more time, effort and money to change it once it’s established.  Presidential candidates, of course, operate on a much different, more compressed schedule than traditional companies or organizations.  But just as with products and services, once consumers have a collection of images and ideas in mind, it’s not easy to change those perceptions.

Think of the auto industry. German automaker Daimler Benz became Daimler Chrysler a few years ago.  But even some pretty good ads featuring company chairman Dr. Dieter Zetsche couldn’t change a Chrysler into a Mercedes.

As another example, major oil companies have spent plenty of marketing dollars over the last few years touting “green” initiatives and environmental stewardship.  But in a 2006 study by Harris Interactive, just seven percent of adults surveyed believe oil companies “are concerned about the local community and environment.”

Democrats see Hillary Clinton as the best prepared, most experienced and most competent candidate for the presidency despite a lack of warmth and likability.  Barack Obama has all the personal attributes Clinton lacks – but he also lacks her depth of experience.  Despite efforts to address these brand weaknesses, each candidate’s success at changing these perceptions has thus far proven marginal.  However…

2. A Tiger Can't Ignore Changes In The Jungle

While changing brand perception isn’t easy, a brand must respond to change.  When digital cameras became all the rage, Kodak couldn’t survive long by being the biggest brand of film.  When consumers became concerned about their weight, McDonald’s added salads to its menu.  When every kid in America started wearing Nikes, Converse had to position Chuck Taylors as retro-cool.

John McCain has a strong, stable brand identity – but that brand is losing market share among Republican primary voters, in large part because…

3. A New Tiger Can Change Everything

Competitors can significantly affect a brand identity – especially when something brand spankin’ new comes along.

Apple didn’t invent the digital music player – but the iPod quickly came to dominate the space.  Fred Thompson isn’t the first Republican to talk about cutting taxes and protecting the rights of gun owners, but his entrance into the race has, at least for now, changed the competitive landscape.