By Joaquin Posted by Michael Collins

Analysts for the political parties create segmentation labels like NASCAR Dads, progressivism, liberal, green, fiscal conservatism, etc for purposes having to do with the party's brand building and marketing campaigns. This process is very similar to that on which Corporate America spends so much time and money. An institution's brand and its knowledge of its customers are the Corporate family jewels. So it is with political parties.

It is important to understand that public labels of marketing segments are, in and of themselves, marketing messages; a kind of voice. It is unlikely that sophisticated political analysts segment their market with these terms; that is a statistical process that involves correlation of reactions to messages. The correlation around the messages enables the analysts to refine the party's voice to a particular segment. It is a sophisticated process that requires a solid knowledge of statistics and modern marketing techniques.

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