First, Blue November on the difference between name recognition and brand recognition:
I think some people have confused Brand recognition with Name recognition. (Yes, I work in marketing). Brand recognition includes not just knowing what a product's name is or what it does but it also inspires emotion and feeling. Think of the difference between "car", "Volvo" and "Lexus" - a vehicle for transport, a "safe" car, a "luxurious" car. We can apply this to talk show host, Jerry Springer, Oprah or color, yellow, gold. Each word, each idea elicits feelings around it. And the deeper the brand recognition, the more loyal the consumer. Also, brands build over time and change over time, so it's a bit tricky to refer back to 2004 as a mark against Edwards as his brand as evolved over four years and as more and more people have (sadly) came to see the truth of the "two Americas". It's fair to assume that the power of the Edwards' brand would only increase from now until November.
Anyway, obviously any Obama VP pick would instantly gain increased name recognition. It is very unlikely, however, that they would be able to generate as popular a "brand" as John Edwards in such a short time (now until November). Companies spend millions of dollars trying to brand products or talent. And one incident (like Tom Cruise couch-jumping) can undo years or decades of branding. This is also why possible VP picks go through rather intrusive vetting processes. [Which Edwards has been through twice]
One can also add that "brand recognition" may be intangible, but it's worth a great deal of money. It's a major factor in "corporate goodwill," which can be valued into the billions of dollars.
What Blue November has done here is to clarify a distinction that I have fumbled with trying to make myself on various previous occassions. It's only after seeing him make the argument properly that I realize what was wrong with how I made the argument. As I noted in a response to this comment:
I've actually tried to say it numerous times before, but you have the language I've been groping for, and didn't even realize it.
I've tried to say things like, "It's more than recognition, it's trust." Which I think is true--but I realize that it can sound like special pleading. Putting it in terms of brand recognition vs. name recognition highlights the fact that I'm not saying Edwards has a magic elixir. He has something that hundreds and hundreds of brands have established over the years. It's a comprehensible phenomena, not something you just have to take my word on.
Naturally, I don't expect this argument to have any effect on diehard anti-Edwards folks, or on folks who are enthusiastic backers of some other candidates.. But for those swayed by reason and evidence, rather than fantasy, I think I've finally gotten the point-as I was formerly presenting this argument, one could plausibly interpret it as my own special pleading that Edwards possessed something special that set him apart.
I think that Blue November restates the argument in a way that removes any such confusion. Brand recognition is not something one gains overnight, it's something that's earned over the long haul, and that's what Edwards brings that the "name recognition" argument obscures.
Further proof of this can be found by following BruinKid's advice:
I think the most compelling numbers...
come from Minnesota when their governor Pawlenty is McCain's VP. You go from a baseline of Obama beating McCain 47%-42% to where Obama is LOSING to the McCain/Pawlenty ticket... unless Edwards is Obama's VP.
What's amazing is the double-digit swing Pawlenty has against other matchups. However, the Obama/Edwards ticket manages to not even bleed any support, but gain two points, to make it 49%-42%. Think about that, to take the governor of the state, who would otherwise give McCain a ten point swing at least, still ends up losing ground to an Obama/Edwards ticket.
And with Pawlenty having just survived a tough re-election fight two years ago, you can't tell me he doesn't have high name recognition in his own state. So here you have two VP candidates who have both campaigned in the state. Edwards still provides a boost against the hometown candidate.
Just to be clear, here are the matchups BruinKid is talking about:
It's the same basic pattern seen in virtually all the states where Edwards was tested--he puts Obama ahead, everyone else drags Obama down. But this time the GOP VP candidate who shines is the one who otherwise is a non-entity--Pawlenty. But in his home state, even he can't help McCain more than Edwards helps Obama. This is, indeed, a measure of Brand recognition, not just name recognition.
What's more, this test throws a new light on the only other states where similar tests were available. First of all, Pennsylvania, where Edwards out-performed Rendell:
And second, Kansas, where he pretty much broke even with Sebelius, who has had a much more profound impact on Kansas than Rendell has had on Pennsylvania:
There is no doubt whatsoever that Sebelius has Brand recognition with Kansans, and the fact that Edwards is just as strong as she is provides yet another demonstration that what he's showing us is brand recognition as well.
Finally, here's another state that's worth considering in the same ballpark-the previously unsuspected border swing state of Missouri, right next door to Huckabee in Arkansas:
Please note that (A) Huckabee was consistent shown to be the strongest GOP VP, (B) Huckabee is governor of the state next-door, (C) this is border state with significant Southern demographics, and yet Edwards is still stronger than Huckabee and he alone delivers the state for Obama-and he does so under all tested scenarios. This is a test of Brand recognition-he delivers a classic test-case swing state against the strongest identified competition.
Could someone else do better than this? Could someone you never heard of beat Tiger Woods in the next four majors? Sure, it could happen. But should you bet on it? Not if it's money you can't afford to lose just for the thrill of it.
Edwards 2004
Finally, there's a sub-argument around name recognition, which tries to use the 2004 election against Edwards. Edwards looked strong then, the argument goes, but he did a terrible job, so looking good now means nothing. I''e argued myself blue in the face pointing out that (a) 2008 is not 2004, and (b) the 2004 campaign was run by Bob Shrum, not John Edwards. But BruinKid has a much simpler, more straightforward argument-John Edwards did help the ticket in 2004, a point he made more fully in a DKos diary last December, where he wrote in his introduction:
So one refrain I've seen bandied about in the last couple months has been that Edwards is a weak candidate because he couldn't even win his home state of North Carolina in 2004. Now, the primary rebuttal is that it was John Kerry's campaign, not Edwards'. But in looking at the numbers, I discovered something quite interesting.
Did you know that Bush got a higher percentage of the vote in 2004, when compared to 2000, in EVERY southern state... EXCEPT for North Carolina? In fact, Bush improved his percentage of the vote in 47 of our 50 states, and even in D.C. Yes, even in states that Bush lost by wide margins, he improved on his vote percentage in those states. He barely got 35% of the vote in New York in 2000, but got over 40% of the vote there in 2004. Think about that. Hell, Bush even improved in Massachusetts, John Kerry's home state. Think about that.
So, John Edwards had a positive impact in his home state comparing 2004 to 2000, while John Kerry, top of the ticket, had a negative impact in his home state.
Again, this is not merely name recognition. Sure SUSA did us no favors, giving us so little to go on, so that a name recognition argument seemed eminently reasonable, on its face. But having done the work to dig beneath the surface-as folks like BruinKid and Blue November have done, and have helped all of us do-it should now be quite clear that name recognition is not the explanation for Edwards' strong showing as a potential VP. Brand recognition is the reason for his strong showing-and it's a very good reason to put him on the ticket, too.
But it's only one piece of the overall argument for Edwards. That diary comes later today. |