Jamie Gillies – författare

This book explores the 2019 Canadian Federal Election through a political marketing framework. Justin Trudeau’s leadership appeal, coupled with the differentiation of Canadian politics from American politics over recent elections, has contributed to a spike in interest for politics in the Canadian context. This collection provides in-depth quantitative and qualitative research of different aspects of this election, including the attempted re-branding of the Conservative Party under Andrew Scheer, the marketing of the NDP with the selection of the first visible minority party leader in Canadian history, the political marketing of the Bloc Québécois, Green Party, and People’s Party and, foremost perhaps, the brand maintenance of Trudeau and the Liberal Party of Canada. The book also looks at campaign marketing, and considers how the parties in this election utilized market intelligence, consumer data and vote targeting, and wedge issues during the campaign.

This book offers a fresh take on the dynamics of the 2021 Canadian federal election by focusing on elements pertinent to political marketing and branding rather than just the horse race and campaign dynamics. Chapters by leading and emerging political marketing academics from different disciplines, including communications, political science and political management, are included as well as contributions from practitioners in different fields related to political marketing such as pollsters. Some chapters are collaborations between leading academics and practitioners, which provide new insights into the dynamics of political marketing that enrich this edited volume. The book’s content takes our current understandings of Canadian political marketing in new directions.

This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and howthey took current understandings of political marketing and branding in new directions.