In the context of persuasion, Branding is the process of attaching a specific set of attributes—emotions, expectations, and visual cues—to an identity so firmly that the identity becomes a filter for all subsequent information. Within the Adams framework, branding is not merely a marketing exercise; it is a cognitive shortcut that dictates how an audience perceives reality.
The Brand as a Filter
A successful brand functions as a lens. Once a brand is established, the public ceases to evaluate individual facts on their own merits and instead fits those facts into the existing brand narrative. Adams points out that “the president is tuning everybody’s brain to look for energy and intelligence coming out of Joe Biden.” If the brand is “low energy,” every stumble reinforces the filter. If the brand is “hardest fighting civil rights warrior,” every legal battle is seen as a badge of honor.
This relates closely to Confirmation Bias. Once a brand is set, the brain seeks out data that confirms the brand and ignores data that contradicts it.
The Showman-in-Chief
Adams argues that “if there’s one thing I know about people they’re not craving substance… they’re craving a good show.” Consequently, effective branding often prioritizes entertainment and “dopamine hits” over policy white papers. Trump’s branding—characterized by gold-plated aesthetics, “manifestly obnoxious” behavior, and a refusal to be politically correct—is designed to be high-contrast and impossible to ignore. In this environment, being a “Showman-in-Chief” is a strategic advantage. If the audience is entertained, they are engaged; if they are engaged, they are susceptible to Pacing and Leading.
Political and Media Association
In modern politics, branding is often an act of forced association. Adams observes that “whoever is the candidate for the Democrats becomes the de-facto figurehead or logo or brand for CNN and MSNBC.” This creates a symbiotic relationship where the politician and the media outlet share a single identity in the mind of the voter.
Branding can also be used as a weapon through “re-branding” an opponent. This is seen in the “hold my beer” moments of high-stakes persuasion, such as when one side attempts to turn an opponent’s image into something repulsive, effectively changing the filter through which the public views them.
Key Elements of Adams-Style Branding:
- Visual Consistency: Using physical cues (like Trump’s gold or a specific wardrobe) to create a recognizable “logo” for the persona.
- Energy Levels: Branding a person based on their perceived vitality (e.g., High-Energy vs. Low Energy).
- The “Feature, Not a Bug” Flip: Taking a perceived flaw (like being “manifestly obnoxious”) and branding it as a promise of authenticity or strength.
- The Show: Recognizing that a brand must provide a “good show” to maintain the audience’s attention in a crowded marketplace of ideas.
Related Frameworks: