John McCain is back ‘on-brand’

US Republican presidential candidate John McCain resurrected his brand voice in last night’s final televised debate, according to US brand strategy consultancy Siegel & Gale.

Howard Belk, president of Siegel & Gale in New York, says, ‘For years, McCain has been considered the “straight-talk express”. He challenged everyone in the political sphere with really strong comments and opinions.’

He adds, ‘Over the past three or four months he has gone off the tracks of the “straight-talk express”. But last night his back was against the wall, and he gave his best performance so far and has got back on track. I think this will really help him.’

Siegel & Gale founder and chief executive Alan Siegel had previously slated McCain for going ‘off-brand’.

He says, ‘[McCain] has been dismissive and disrespectful of [Democratic rival Barack] Obama, while espousing that he is a worthy opponent.

‘Moving away from his traditional straight-talk persona at a time when the American people are desperate for insights and clarification in a world that has turned upside down is unfortunate.’

Belk says of Obama’s performance last night, ‘His voice has always been true – his brand never deviates.

‘He is a product of convergence – this all comes from his background, his race, his ethnicity and his personal story. He knows who he is and he always speaks on-brand.’

Design Week will be looking at the graphic elements of each candidate’s campaign on 30 October.