Hartmann: Democratic branding

Thom first describes what it is:

 "At its deepest level, branding is how our unconscious makes quick decisions about who or what’s a threat and who or what’s safe. It happens so rapidly it seems instinctual. At a more surface or conscious level, branding determines what makes us feel comfortable versus uncomfortable. Familiar versus unfamiliar. It helps us rationalize decisions."

The most powerful brands link to personal identity and the tribe to which we prescribe. The Democrats used to be the brand of the working class but lost that with Clinton, who wanted Wall Street money and thus identified the Party with the professional class. Biden though is bringing the Party back to its working class roots which includes tolerance, inclusion and compassion.

He picked a lot of this from Bernie, realizing he needed this large demographic to win. But as previously noted, he has followed through on a lot of his promises despite obstruction from not only the Repugnantcons but members of his own Party. 

Polling has always shown that we the people far prefer progressive, working class values with matching policy agenda. Biden has shifted the Party back toward it with success. If anything, we should continue to keep branding this way to hold on to our democracy in the face of impending fascism. Of course, branding requires constant reinforcement so it's up to each one of us to continually promote it. Tag, you're it.