The relevance of coherent communication at all touchpoints 💡 🎯

Much has already been said on the subject of possible voter confusion between the ADN and the AD in the legislative elections on March 10th. Regarding communication, what can we conclude? 💡

In marketing, when we set out to create a communication campaign to launch a product or brand, there are points that we know we cannot give up in favor of the success of the strategy. One of these points is coherence in the various touchpoints with our potential customer: the brand must create seamless omnichannel communication 🤝; the customer must feel that they are interacting with the same entity whatever the channel (physical store upon reception by the employee, when browsing the website, social media posts, etc.).

📢 A communication campaign was designed for the Aliança Democrática coalition, in which it was decided to emphasize the acronym “AD”, creating a logo for this purpose. 📢

Over the last few months, we have repeatedly heard this acronym in various touchpoints with voters, such as the cover of the electoral program that highlights “AD”, the promotional merchandising emphasizes “AD” as well as the flags in rows that highlighted “AD”. AD”, among many others.

On the day voters were called to the polls, looking at the ballot paper, among 18 possibilities the acronym “ADN” appeared in the first place. A little further down, in line with ADN, we found PPD/PSD.CDS-PP.PPM. The descriptions read “NATIONAL DEMOCRATIC ALTERNATIVE” and “DEMOCRATIC ALLIANCE”. More distracted voters assume they have placed the little cross that defines the future of our country in “ADN”, when their objective was clearly to vote for the Democratic Alliance.

📌 At the moment of truth, communication failed. Where was the “AD” we heard so much about over the last few months? Where was the “AD” logo that marked the entire campaign?

In a quick (and, allow me, somewhat irresponsible) reading of some voters, it seemed like it would be in “ADN”. With the absence of “AD”, and the existence of “ADN”, many voters inadvertently changed their vote.

The importance of maintaining coherent communication throughout the entire campaign (communication or electoral) is invaluable 💡. It would have been desirable if the Democratic Alliance had emphasized “Democratic Alliance” from the beginning, rather than “AD”; or, on the contrary, the ballot had an emphasis on “AD”, instead of “Democratic Alliance - PPD/PSD.CDS-PP.PPM”.

Brands must create strategies to be like us, human beings🤝: communicate coherently, audibly and clearly, regardless of the context🎯.

P.S.: This post only expresses an opinion on the case for marketing analysis purposes and not a political or partisan opinion.