'What Political Branding Looks Like' diff viewer (1/2)

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Mayor Pete’s Ties, Kamala’s Pearls, Biden’s Aviators: It’s All Up for Debate	Mayor Pete’s Ties, Kamala’s Pearls, Biden’s Aviators: It’s All Up for Debate
2019-06-26 15:22:10 UTC	2019-06-26 21:56:15 UTC (about 7 hours later)
A breakdown of what the candidates are saying when they aren’t saying anything at all.	A breakdown of what the candidates are saying when they aren’t saying anything at all.
By Vanessa Friedman	By Vanessa Friedman
As ~~the~~ 20 Democrats vying for the party’s presidential nomination take to the stage for the first debates of the primary season on Wednesday and Thursday, it is critical, sayeth the pundits, that each one maximizes his or her impact and stands out from the crowd.	As 20 of the Democrats vying for the party’s presidential nomination take to the stage for the first debates of the primary season on Wednesday and Thursday, it is critical, sayeth the pundits, that each one maximizes his or her impact and stands out from the crowd.
But how much standing out can occur when the rules dictate 60 seconds of response time per candidate and 30 seconds of follow-up, meaning each will have, at most, six to 10 minutes, total, to make a case? It’s hard to imagine.	But how much standing out can occur when the rules dictate 60 seconds of response time per candidate and 30 seconds of follow-up, meaning each will have, at most, six to 10 minutes, total, to make a case? It’s hard to imagine.
Until you consider that each candidate will be onstage for another 110 minutes — albeit silently. And in that silence lies a whole other communication opportunity.	Until you consider that each candidate will be onstage for another 110 minutes — albeit silently. And in that silence lies a whole other communication opportunity.
“When I do media training, I always tell my clients 10 percent of how you are received is what you actually said,” said Hilary Rosen, a Democratic strategist and media consultant with SKDKnickerbocker. “Fifteen percent is how you said what you said, and 75 percent is how you appear.”	“When I do media training, I always tell my clients 10 percent of how you are received is what you actually said,” said Hilary Rosen, a Democratic strategist and media consultant with SKDKnickerbocker. “Fifteen percent is how you said what you said, and 75 percent is how you appear.”
Or rather: how you can influence opinion through image making. These are televised debates, after all, and there’s a reason we in the audience are called “viewers.”	Or rather: how you can influence opinion through image making. These are televised debates, after all, and there’s a reason we in the audience are called “viewers.”
“If you are a strategist for one of the top-tier or second-tier candidates, you are thinking through every element of presentation, whether it’s tie color, lapel pin or expression,” said Jen Psaki, a White House communications director in the Obama administration. “And you are doing it with the knowledge that a big part of the way voters make decisions is based on the visual representation the candidate projects.”	“If you are a strategist for one of the top-tier or second-tier candidates, you are thinking through every element of presentation, whether it’s tie color, lapel pin or expression,” said Jen Psaki, a White House communications director in the Obama administration. “And you are doing it with the knowledge that a big part of the way voters make decisions is based on the visual representation the candidate projects.”
Thanks to both the Trump-driven mediagenics of this particular political moment, when going viral is as crucial as going door to door, and the crowded field, the need to make yourself memorable, and imprint your likeness on the retinas of the electorate, has become a campaign imperative. No matter what gender the candidate.	Thanks to both the Trump-driven mediagenics of this particular political moment, when going viral is as crucial as going door to door, and the crowded field, the need to make yourself memorable, and imprint your likeness on the retinas of the electorate, has become a campaign imperative. No matter what gender the candidate.
“Men have just as much of a challenge as women,” Ms. Rosen said, pointing out that President Trump understands this implicitly. “He got the last laugh with his hair. And his long tie. He crafted a look, and it helped him stand out.”	“Men have just as much of a challenge as women,” Ms. Rosen said, pointing out that President Trump understands this implicitly. “He got the last laugh with his hair. And his long tie. He crafted a look, and it helped him stand out.”
To compete, his rivals will have to engage in the same way. “In the back of everyone’s mind will be, ‘How will that person look on a debate stage with Donald Trump?’” Ms. Rosen said.	To compete, his rivals will have to engage in the same way. “In the back of everyone’s mind will be, ‘How will that person look on a debate stage with Donald Trump?’” Ms. Rosen said.
A few of those running seem to have grasped this reality more firmly than others. Indeed, a handful of the candidates have been relentlessly consistent in defining their own image.	A few of those running seem to have grasped this reality more firmly than others. Indeed, a handful of the candidates have been relentlessly consistent in defining their own image.
Some of that can be attributed to what Ms. Rosen calls the “Steve Jobs rationale” — reducing both packing and the daily decision-making process of getting dressed frees up brain space for other issues — and some to the desire for keeping clothes from being a subject of conversation. (If you wear the same thing all the time, you don’t leave people much to say.)	Some of that can be attributed to what Ms. Rosen calls the “Steve Jobs rationale” — reducing both packing and the daily decision-making process of getting dressed frees up brain space for other issues — and some to the desire for keeping clothes from being a subject of conversation. (If you wear the same thing all the time, you don’t leave people much to say.)
But it also has the subconscious effect of essentially creating an emoji for the self, a visual shorthand for values and platforms in a time when — bemoan it or not — we increasingly communicate in pictogram shorthand.	But it also has the subconscious effect of essentially creating an emoji for the self, a visual shorthand for values and platforms in a time when — bemoan it or not — we increasingly communicate in pictogram shorthand.
There’s no question that on the debate stage decorum dictates that most participants will play it safe in the classic suit and tie (if relevant). But details matter, and certain precedents have been set.	There’s no question that on the debate stage decorum dictates that most participants will play it safe in the classic suit and tie (if relevant). But details matter, and certain precedents have been set.
So, which candidates speak the most clearly when they are not saying anything at all?	So, which candidates speak the most clearly when they are not saying anything at all?
The 37-year-old mayor from South Bend, Ind., has been a savant at using his costume to frame his communications. Relentless in his allegiance to a pristine white shirt, pressed navy dress slacks and a narrow marine blue tie, almost always sans suit jacket, he manages to look Just Like Us (or at least just like the guy from the J. Crew catalog everyone gets).	The 37-year-old mayor from South Bend, Ind., has been a savant at using his costume to frame his communications. Relentless in his allegiance to a pristine white shirt, pressed navy dress slacks and a narrow marine blue tie, almost always sans suit jacket, he manages to look Just Like Us (or at least just like the guy from the J. Crew catalog everyone gets).
At the same time, however, he also looks like a one-off in his focus and decision-making capability. (How many of us have the discipline to wear the same thing every single day?)	At the same time, however, he also looks like a one-off in his focus and decision-making capability. (How many of us have the discipline to wear the same thing every single day?)
It is notable that unlike many of his generation, who eschew the tie when attempting to differentiate themselves from their forebears, he has chosen to drop the jacket. That, along with the tie width, give him new-gen cred to go with his new-gen pitch.	It is notable that unlike many of his generation, who eschew the tie when attempting to differentiate themselves from their forebears, he has chosen to drop the jacket. That, along with the tie width, give him new-gen cred to go with his new-gen pitch.
But the fact that he still wears a tie, plus at least half of a suit, suggests respect for the establishment’s traditions, and reassures more conservative voters that the first major gay presidential candidate is not so different from them after all. The color scheme implies blue sky thinking, and the net effect is Boy Scout next door, which, if you are trying to convince older voters of your seriousness of purpose, is badge worthy.	But the fact that he still wears a tie, plus at least half of a suit, suggests respect for the establishment’s traditions, and reassures more conservative voters that the first major gay presidential candidate is not so different from them after all. The color scheme implies blue sky thinking, and the net effect is Boy Scout next door, which, if you are trying to convince older voters of your seriousness of purpose, is badge worthy.
“It’s about consistency,” said Lyn Paolo, a costume designer who worked on “Scandal” and “The West Wing.” If you are consistent, people get an image of you in their heads, and you have carved out a specific space.”	“It’s about consistency,” said Lyn Paolo, a costume designer who worked on “Scandal” and “The West Wing.” If you are consistent, people get an image of you in their heads, and you have carved out a specific space.”
“I use the Halloween rule: Could someone be dressed for Halloween as this candidate and be immediately recognizable?” she said. For Mr. Buttigieg, the answer is yes.	“I use the Halloween rule: Could someone be dressed for Halloween as this candidate and be immediately recognizable?” she said. For Mr. Buttigieg, the answer is yes.
Along with Mayor Pete, Senator Warren is the candidate with the most clarity in her wardrobe. She has a plan for it! Well, duh.	Along with Mayor Pete, Senator Warren is the candidate with the most clarity in her wardrobe. She has a plan for it! Well, duh.
Her uniform is black pants — “You get the sense she probably has 20 of the same pair of black pants,” Ms. Paolo said — and a black shell with any one of a number of jewel-tone jackets with three-quarter-length sleeves and small lapels. Stud earrings are her only adornment.	Her uniform is black pants — “You get the sense she probably has 20 of the same pair of black pants,” Ms. Paolo said — and a black shell with any one of a number of jewel-tone jackets with three-quarter-length sleeves and small lapels. Stud earrings are her only adornment.
Off the stump she often swaps a cardigan for the jacket, but the sleeves are pushed up, in the equivalent of the rolling-up-one’s-sleeves-and-getting-to-work visual favored by many male candidates, and the silhouette is broadly the same.	Off the stump she often swaps a cardigan for the jacket, but the sleeves are pushed up, in the equivalent of the rolling-up-one’s-sleeves-and-getting-to-work visual favored by many male candidates, and the silhouette is broadly the same.
It is a highly economic way of dressing: streamlined but easily noticeable; unostentatious but animated; thoroughly parsed. Sound familiar?	It is a highly economic way of dressing: streamlined but easily noticeable; unostentatious but animated; thoroughly parsed. Sound familiar?
With his gleaming white teeth and gleaming slicked-back white hair, his many striped shirts and ties and his aviator shades, the former vice president has a D.C. Top Gun-meets-power-casual-club cool that suggests exactly his selling point: He’s the one who can compete with the guy in office.	With his gleaming white teeth and gleaming slicked-back white hair, his many striped shirts and ties and his aviator shades, the former vice president has a D.C. Top Gun-meets-power-casual-club cool that suggests exactly his selling point: He’s the one who can compete with the guy in office.
Mr. Biden is one of the few candidates who still hews to the flag-pin-on-his-lapel, once considered a de rigueur accessory to demonstrate patriotism but now perhaps a relic of an older generation. (If you’re too cool for a jacket, after all, you can’t wear a lapel pin.)	Mr. Biden is one of the few candidates who still hews to the flag-pin-on-his-lapel, once considered a de rigueur accessory to demonstrate patriotism but now perhaps a relic of an older generation. (If you’re too cool for a jacket, after all, you can’t wear a lapel pin.)
It’s a choice that can work both for and against him. It signals his experience (plus!) but also his long time in Washington (er …), which also suggests his long record of photo ops, which mimics his long record of evolved thinking on various issues.	It’s a choice that can work both for and against him. It signals his experience (plus!) but also his long time in Washington (er …), which also suggests his long record of photo ops, which mimics his long record of evolved thinking on various issues.
And speaking of those photo ops, they have given rise to some speculation over the years about certain evolutions in his appearance: that his hair looks fuller, his teeth straighter, his forehead less lined. Maybe it’s the lighting, maybe not, but this could take the conversation in a distracting direction.	And speaking of those photo ops, they have given rise to some speculation over the years about certain evolutions in his appearance: that his hair looks fuller, his teeth straighter, his forehead less lined. Maybe it’s the lighting, maybe not, but this could take the conversation in a distracting direction.
A former congressman from Texas, Mr. O’Rourke is one of the rare candidates to have undergone something of a style about-face since announcing his candidacy.	A former congressman from Texas, Mr. O’Rourke is one of the rare candidates to have undergone something of a style about-face since announcing his candidacy.
The Beto of the early days, which was the Beto of the now notorious Vanity Fair cover, the Beto of the dusty road; the questing, existential Beto; the Beto of the people, who was willing to sweat for it and loved jumping on a table — that Beto is gone, victim of the “I was made for this” backlash.	The Beto of the early days, which was the Beto of the now notorious Vanity Fair cover, the Beto of the dusty road; the questing, existential Beto; the Beto of the people, who was willing to sweat for it and loved jumping on a table — that Beto is gone, victim of the “I was made for this” backlash.
Instead we now have besuited Beto, serious Beto, ready-to-lead Beto and buttoned-up Beto, the better to go with the policy-issuing Beto.	Instead we now have besuited Beto, serious Beto, ready-to-lead Beto and buttoned-up Beto, the better to go with the policy-issuing Beto.
“I guess someone sat him down and told him to get serious,” Ms. Paolo said. “But he owned a look, and it’s like he let someone talk him out of it.” This is the kind of style flip-flop that once got Hillary Clinton in trouble, and Mr. O’Rourke’s renunciation of his former dude-next-door affectation risks making him seem less authentic and trustworthy; less like an outsider than someone who once pretended to be an outsider.	“I guess someone sat him down and told him to get serious,” Ms. Paolo said. “But he owned a look, and it’s like he let someone talk him out of it.” This is the kind of style flip-flop that once got Hillary Clinton in trouble, and Mr. O’Rourke’s renunciation of his former dude-next-door affectation risks making him seem less authentic and trustworthy; less like an outsider than someone who once pretended to be an outsider.
“You have to be careful not to take away the magic that brought him onto the national scene in the first place,” Ms. Psaki said.	“You have to be careful not to take away the magic that brought him onto the national scene in the first place,” Ms. Psaki said.
The only woman in the field to adopt a signature accessory, the senator from California wears a strand of pearls (sometimes a double strand) at practically every appearance. She has them in white and black and pairs them with matching studs, along with a scoop-neck white or black shell, a long black jacket and a matching skirt or trousers.	The only woman in the field to adopt a signature accessory, the senator from California wears a strand of pearls (sometimes a double strand) at practically every appearance. She has them in white and black and pairs them with matching studs, along with a scoop-neck white or black shell, a long black jacket and a matching skirt or trousers.
The pearls soften what could be seen be an intimidating image honed over her years as a prosecutor and embodied by the no-nonsense suiting, and they connect Senator Harris to a long history of women in the White House.	The pearls soften what could be seen be an intimidating image honed over her years as a prosecutor and embodied by the no-nonsense suiting, and they connect Senator Harris to a long history of women in the White House.
That those women, from Martha Washington to Barbara Bush to Michelle Obama, happen to have been first ladies rather than presidents can be seen as a subtle reminder of how far we’ve come — the way the arc of history could bend toward progress — or a miscue.	That those women, from Martha Washington to Barbara Bush to Michelle Obama, happen to have been first ladies rather than presidents can be seen as a subtle reminder of how far we’ve come — the way the arc of history could bend toward progress — or a miscue.