As if it were a Ferrari, the political party Podemos managed to go from 0 to 1 million votes in just 3 months of life in the last European elections. Its representation in the last general elections also broke records for a new political force. How did it do it? At Uzink, dedicated to branding consultancy , we want to analyze the emotional marketing of Podemos. It is not our intention to go into political programs or ideologies, but we do consider it important to bring to light the keys that have led them to success. And it is that like Ferrari, behind Podemos there is a lot of very well-crafted emotion.
Table of Contents
The keys to understanding Podemos' emotional marketing
They had a great history.
The magic of the circle.
They managed anger and dissatisfaction.
Shapes make the difference.
They controlled the media.
Speeches filled with tears and emotion
The keys to understanding Podemos' emotional marketing
They had a great history.
As Archimedes said: “Give me a fulcrum and I will move the world .” That is what Pablo Iglesias must have thought about the 15M movement. Without a doubt, for Podemos, taking on all the values and korea whatsapp number feelings of that social movement was key when it came to creating the storytelling of its brand. They were a new party and, nevertheless, they had a shared history with thousands of people.
The magic of the circle.
The circles, present in its logo, are a shape with much more meaning for Podemos. The circles represent its form of organisation with a more democratic and closer symbolism than that used by other political parties.
They managed anger and dissatisfaction.
When we talk about emotional marketing, we are talking about a brand's ability to connect with the feelings of its audience. Podemos capitalized on society's anger and turned it into its best speech . A very well-organized and coherent argument among all the party's leaders.
Shapes make the difference.
Podemos wanted to represent the working class and, to achieve this, understood that its image was decisive. Therefore, the best way to not look like traditional politicians was to look like the people on the street . In fact, the criticism of Pablo Iglesias' shirts, bought at Alcampo , achieved the opposite effect to the desired one. In reality, they were not only attacking Pablo Iglesias, they were directly attacking the image of millions of citizens.