Branding Democrats

A Top-to-Bottom Reimagining of Campaign Strategies

Democrats, stop whining and start winning! 

Democrats are terrible at branding. 

Political branding isn’t about logos, slogans, or messages. It’s also not about individual candidates and campaigns. 

It’s about what Democrats stand for and are known for in the minds of voters. It’s how voters feel about the party over years, or even decades. 

Today the Democrats’ brand is in shambles. And that is costing us elections. 

This practical, easy-to-read guide outlines the branding blunders Democrats continually make and delivers specific steps the party can take to turn things around. 

The need could not be more urgent. Our democracy is at stake. Let’s build the new Democratic brand, together.

ISBN: 978-1-63755-471-5
SKU: 18-981-01
Categories:RealClear Publishing, Politics and Current Affairs, Policy, RealClear Publishing

"A convincing, practical case for immediately rebranding the Democratic Party."—Kirkus Review

"The authors make excellent points throughout this book, and their advice will resonate with many. Democrats should find their recommendations valuable for the 2022 mid-terms and beyond."BlueInk Review

Branding Democrats combines serious branding expertise with a new political perspective. Too often insider ‘experts’ repeat the same old mistakes; this book gives us a concise and practical road map for fresh, smarter, and likely more effective approaches toward winning elections.”Congressman Mark Pocan (D-WI)

“This highly accessible book brings a much-needed, long-term perspective to the problem of Democrats’ fuzzy and often unattractive public image. The core idea, to build a strong brand that helps all Democratic candidates, deserves to be heard by a wide audience.”Aaron Ahuvia, Professor of Marketing, University of Michigan–Dearborn and author of The Things We Love: How Our Passions Connect Us and Make Us Who We Are

“Democrats have ignored branding principles, and the country is paying the price. This is an important —crucial, in fact—and timely guide for Democratic candidates, party leaders, activists, and operatives.”Les Francis, former Executive Director of both the DNC and DCCC

Branding Democrats is the urgently needed new playbook for how Democrats can focus on building the party’s brand for the long term. It should be required reading for anyone in Democratic politics.”—State Senator Elijah Reichlin-Melnick (D-NY)

Daryl Weber

Brand Consultant, Speaker, and Entrepreneur

Daryl Weber, Ken’s son, is a brand strategist who has worked for some of the biggest brands in the world, including Coca-Cola, Nike, Johnnie Walker, Google, and many others. He was previously global director of creative strategy at The Coca-Cola Company and a strategy director at the brand consultancy Redscout. Daryl’s book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, has been translated into several languages and has received rave industry reviews.

Ken Weber

Founder, President, and Investment Advisor

Ken Weber is president of Weber Asset Management, a registered investment advisor firm based in New York. He started the business with no formal training in the financial industry’s sales techniques, but within a few years it grew—thanks to branding and marketing—to be among the top ten percent of the industry, based on assets under management. For ten years, Ken Weber wrote a political blog,, and he is the author of the book Dear Investor, What the HELL are You Doing?.