Performance Politics: The Constant Pull of Branded Experiences

While policy positions convince the head, emotional experiences capture the heart. They turn theoretical support into visceral loyalty.

If you have spare time this weekend, watch Martha on Netflix. This is the true story of how Martha Stewart – a not very likable person – built a massively popular brand that shifted women’s choices on everything from seasonal recipes to paint colors to garden layouts. Her brand became so relevant, wide ranging, and compelling that even at 81, she could grace the cover of Sports Illustrated’s swimsuit edition and hang out with Snoop Dogg at the Olympics. 

Most politicians can only dream of this prominence, influence, and staying power, but some (notably, Trump and Obama) have been able to build the same kind of deep, lasting connection with their base that Martha Stewart built with hers. They did that by delivering what’s called a brand experience.

Feeling It

The brand experience Stewart expertly developed and conveyed is something far deeper than logos or campaign slogans. It’s the sum total of how people feel when they interact with a brand, from its biggest moments to its smallest details.

These interactions are called “touchpoints” and that’s their intention — to touch people and leave a lasting impression that draws them back time after time. When used in politics, brand experiences forge unique and relevant emotional bonds in a way that policies never can.

As examples, consider two massive rallies held in October — Harris in Houston and Trump in New York. Same goal (build voter support), completely different vibes.

In Houston, the Harris campaign transformed an arena into what felt like an intergenerational block party. A DJ kept the crowd energized and jubilant. Beyoncé and Kelly Rowland made surprise appearances, speaking not as entertainers but as mothers imagining their daughters’ futures. Doctors in white coats shared personal stories. The 30,000-strong crowd wasn’t just attending a political event — they were participating in a celebration of diversity, rejoicing over a new direction, and declaring their shared intention to move forward.

Meanwhile at Madison Square Garden, Trump’s rally played out like a revival meeting. Outside, unofficial vendors hawked branded merchandise from folding tables, creating an atmosphere of commerce and communion. Inside, a familiar cast of speakers — Elon Musk, Donald Trump Jr., Dr. Phil — took turns at the microphone like practiced preachers, each reinforcing messages of grievance and defiance. The crowd knew their roles in this ceremony, down to when to chant “U-S-A!” Like the Harris crowd, they were deeply united, but their solidarity centered on salvation through rebellion, righteous revenge for perceived wrongs, and the promise of reclaiming power.

When someone attends a rally, buys a campaign hat, or watches a candidate’s video, they’re not only receiving information or offering support. They’re entering a carefully crafted world designed to make them react in a certain way. And every single element in that world either strengthens or weakens those feelings.

Neither campaign was primarily selling policies or platforms. They were selling feelings — different feelings, but feelings nonetheless.

People don’t just support brands that make logical sense. They support brands that make emotional sense. They support brands that validate how they see themselves and their place in the world. That’s the power of a well-crafted political brand experience. While policy positions convince the head, these experiences capture the heart. They turn theoretical support into visceral loyalty.

Staying Power

If rallies and big moments were enough to build lasting connections, Harris would be president. But they’re not. A brand experience needs to be relentlessly consistent at every level of detail. Think of it this way: a great rally might hook you, but it’s the steady drip of engagement that keeps you in the fold.

And that’s the challenge — maintaining genuine conversations with constituents across all media, year after year, without becoming annoying or disappearing after a loss.

The Trump brand did this in a way many of us missed. His influence actually grew after his 2020 loss. Why? Because while Democrats saw the election as the end of a campaign, Trump saw it as just another chapter in his ongoing story. There was no pause button.

When Trump declared the election was stolen, he transformed his loss into an ongoing crusade. By casting supporters as warriors in a historic struggle (initiated with an attack on the Capitol), he turned every court challenge, rally, and social media post into an historic fight for democracy’s soul. “Stop the Steal” wasn’t just a political strategy—it was a brand experience that kept his base emotionally invested and perpetually mobilized.

Meanwhile, the Democrats had a different problem: they won the presidency, but their brand experience lost its pull.

Biden dove into governing — focusing on policy wins and executive actions. All important, but about as emotionally engaging as the detailed addendum of a tax return. I’m not saying he should have continued campaigning throughout his presidency, but it would have helped immeasurably if he could have found a way to keep supporters connected and energized.

While Biden’s governance-centered approach delivered results, it lacked the emotional continuity that movements thrive on. Maybe you supported Biden and admired his actions, but were you genuinely excited about his administration’s wins? Did you know much about the details? Now imagine a low involvement voter who didn’t pay attention to Biden’s accomplishments. They had no connection at all for 4 years.

To make matters worse, as the 2024 election took off, the most prolific touchpoints from Democratic organizations were emails headed with pleas like “WE’RE DESPERATE!” or “Time is running out!” As my 91-year-old, very Democratic mother astutely asked, “If the Dems have raised a billion dollars, why do they keep asking me for more money?” Instead of nurturing an emotional connection, they treated supporters like ATMs.

When Harris stepped into this void, she faced a massive challenge. She had to not only build her own connection with voters, but also jumpstart a stalled movement. Her rallies proved she understood the power of big moments. But as I noted, moments alone aren’t enough. Real brand power comes from consistent, everyday interactions that make people feel part of something bigger than themselves.

Chain Reactions

Here’s something else that makes brand experience powerful: when done right, it creates a multiplier effect. Each interaction builds on the ones before it, creating momentum that’s hard to stop.

Consider how curiosity turns into conversion. You spot a candidate’s post on social media. It resonates, so you follow them. You begin to look forward to daily updates, reading the comments, and joining discussions. Maybe you attend a local rally or a public protest. As your connection grows, you buy a hat or shirt. Wearing it results in head nods, smiles, and maybe some conversations. You start to share posts, defend positions, and work to win over friends and family.

Before long, you’re not just following the movement — you’re actively expanding it.

This can work for any candidate, but only if every touchpoint reinforces the same story. A candidate’s TikTok presence must align with their union hall speeches. Campaign merchandise should echo their policy values. The core message needs to shine through every interaction, every platform, every piece of content.

Look at how the Trump brand nailed this. Its main storyline, “we’re fighters standing up against a corrupt elite,” was everywhere. It was plastered over merchandise (Stop the Steal, Make America Great Again). It was embedded in confrontational posts. It echoed through memes on the “deep state.” It even transformed courtroom dramas, where every indictment was proof of persecution.

Each touchpoint reinforced this narrative of righteous rebellion, turning followers into passionate defenders of the cause.

This consistency creates a coalition of natural ambassadors who translate the message for their communities — not because they’re asked to, but because they genuinely believe. When a Trump supporter explains to friends why they back him, they share their personal version of this fighter narrative, making it more relatable and powerful with each retelling.

True Connections

In my posts to date, I’ve shown how branding propelled Trump’s success and how lack of it handicapped Harris. But I am not a natural doomsayer. I’m an optimist and I see a path forward laid out by Democrats who are building lasting connections with their communities.

Here’s three leaders who I think get it right, each in their own way. Regardless of how you feel about them personally, note how they connect with others:

Alexandria Ocasio-Cortez (AOC)
AOC invites audience members into her daily political life. Whether she’s explaining policy from her kitchen, breaking down complex legislation on Instagram, or revealing behind-the-scenes moments in Congress, her approach transforms political work into a shared experience. A committee hearing becomes a teachable moment. Legislative victories are collective achievements. Pushback is a chance to reinforce her core values.

She’s not just building a following — she’s nurturing and educating a community that feels personally invested in her political journey.

John Fetterman
Fetterman thrives on authenticity and turns vulnerability into strength. His hoodies and shorts, his stroke recovery journey, his blunt communication style—each “flaw” becomes proof of genuine character. By embracing imperfection, he transforms casual into relatable, struggle into resilience, and awkwardness into trust.

His followers don’t need to understand the nuances of governing because they believe he has their back.

Pete Buttigieg
Buttigieg excels at making complex issues accessible. He transforms dull, weighty topics into a friendly conversation you might have with a neighbor. Whether he’s calmly dismantling Fox News talking points, explaining infrastructure investments in local news interviews, or breaking down federal policies on social media, his consistency creates a sense of rationality and respect.

He’s building a community of people who believe that reasonable discussion can bridge our deepest divides.

These three standouts have good communication skills. But more importantly, they’re brand builders who understand that sustained engagement requires accessibility, authenticity, and a sense of shared purpose. If any of them eventually run for president, they won’t be starting from scratch. They’ll enter the race with years of meaningful connections already established — connections built through daily interactions, not isolated campaign moments.

I’m convinced that this kind of sustained brand building is the future of political engagement. The question isn’t whether to do it, but how to do it in a way that feels authentic to each candidate while creating genuine connections with the widest community possible.

Your Turn

I’ve spent this post analyzing how politicians craft brand experiences, but the real insights come when you notice these dynamics in your own political engagement and share them with others. Here are some questions to consider or discuss:

• Think about a political movement you feel connected to. What specific experiences drew you in? Was it one powerful moment that hooked you, or a series of smaller interactions that built up over time?

• When’s the last time you drifted away from a political cause or candidate you once supported? Looking back, can you spot where the brand experience broke down? What changed — them, you, or the connection between you?

• This week, pay attention to how different political figures use social media. Who makes you feel like a participant in their story rather than just a spectator? What exactly are they doing to create that feeling?

I’d love to hear your thoughts in the comments. Your experiences might help others understand their own political connections — or disconnections — in a new way.

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