Building a brand on a yard sign (Part IV)

ATLANTA – Campaign yard signs don’t only help with name recognition, they can help to establish a candidate’s so-called theme – an easy-to-remember message that resonates with voters.

“To the extent that a one or two word slogan on a sign reinforces the campaign’s theme, it is appropriate and advisable,” said Greg Menken, a vice president at Beckerman, an independently owned public relations firm. “Slogans on signs can be used to reinforce a candidate’s ‘brand.’

“Obama’s brand was the ‘change’ candidate – and we saw that on plenty of signs,” Menken added. “In New Jersey, Gov. Chris Christie won as the ‘anti-tax’ candidate. Candidates should be thought of as products that need branding, and yard signs can help.”

But, one danger is that a yard sign can lose its luster after time.

“Just like billboards, campaign signs blend into the scenery after a while,” said David Johnson, CEO of Strategic Vision and a Georgia-based senior Republican strategist. “The life of a sign is 14 to 21 days. Often after that time, a campaign will move their signs or remove them before putting them back to regain the voter’s interest.”

About the author

Todd DeFeo

Todd DeFeo loves to travel anywhere, anytime, taking pictures and notes. An award-winning reporter, Todd revels in the experience and the fact that every place has a story to tell. He is owner of The DeFeo Groupe and also edits The Travel Trolley and Railfanning.org.