In a compelling analysis, renowned brand expert Prof. Dr. Franz-Rudolf Esch dissects the current state of political messaging in Germany, using the FDP’s recent campaign as a striking example of how not to communicate with voters.

The article offers fascinating insights into:

• The disconnect between substantial party programs and their public presentation
• Why political parties fail at basic marketing principles
• What voters really want to know before making their decision
• How even established parties miss opportunities to effectively communicate their value proposition

Particularly interesting is Esch’s observation that while the FDP has a robust program addressing crucial issues like economic growth, education reform, and climate innovation, they opt for empty phrases in their public messaging – a common mistake in political communication that holds lessons for any organization’s marketing strategy.

➡️ Read the full analysis by Prof. Dr. Esch to understand why substance trumps empty slogans in both political and business communication.

This article is particularly relevant for:

• Marketing professionals
• Political analysts
• Brand strategists
• Anyone interested in effective communication strategies