one should understand marketing politics as being like marketing any other product.
imagine coca-cola was a political party. 69.3% of soft drink sales by value in the UK are coke - it's more popular than keir starmer is
unpopular! but unless you're the LDP in Japan (and even then) you can't be coke in politics. coke is an undifferentiated product, which is a marketing way of saying "we've narrowed our target demographic down to: everyone"
and it works! you cannot really narrow coke drinkers down by personality type. they're everyone, everyone drinks coke. even diabetics.
Now Dr. pepper, they're different. "try more weird". their target demographics are basically the same as the Green party: 18-34, a little individualistic or quirky. maybe even (gasp) a touch irresponsible, not drinking reliable old coke. in 2024 dr. pepper's sales-by-value went up 12%. they're also, incidentally, the most loyal consumers of any brand UK-wide. but unlike coke, they're not undifferentiated. you can, in fact, narrow down who drinks Dr. Pepper.
just for fun: the SNP are Irn Bru to an uncanny degree.
In Scotland it is coke. you cannot really narrow down Scottish Irn Bru drinkers by demographic. (and if you dig into the minutiae, you even find some parallels: used to be more popular with men, now skews gender neutral…) the drink's unique taste is good, but it differentiates itself from other soft-drinks using inoffensive nationalism. its slogan: "made in scotland from girders", really goes for the kind of industrial social-democratic nostalgia that the SNP took up when Labour blundered it away.
In the UK as a whole, it's popularity skews younger, more overlap with the Dr. Pepper demographic… which is also true of the SNP. (remember 2015's gimmick of english people googling if they could vote for Nicola Sturgeon?)
and just to push a metaphor to breaking point: a lot of pre-2015 supporters have become upset with changes to the recipe post-2018…
so, what's my point? well: for dr. pepper to try to pivot to being coke would be a terrible mistake - you'd throw away this unique, differentiated position without any real hope of taking over coke as the default option. also, more importantly, politics is all about differentiation. why did your party flop so hard? because Zak Polanski was selling Dr. Pepper and Your Party were offering mystery bottles which had an 85% chance of containing something 1%
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