A Grand Rapids marketing firm says savvy politicians need an edge, and that edge is a branding campaign that leverages communications technologies including marketing and social media. The company's leaders say its new political arm helps politicians tackle the technology and zero in on a focused message.
According to excerpts from the story:
Local firm Full Circle Marketing and Design has been working mostly with corporations and nonprofits for the past nine years, but in fall 2009, it launched a new arm: Full Circle Political Marketing.
"Things have been dramatically different in the last few years, specifically with Barack Obama's campaign," said Steve Harney, principal of both companies. "He leveraged marketing. He leveraged technology. He created a brand around himself that people in politics hadn't seen before. "I think corporate America had been focused on utilizing those types of technology for communications, but politics is a little bit behind." Harney said the way politicians traditionally have marketed themselves has been in place so long that it can be difficult for them to see another way to do it.
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