January 2006
Branding Their Story
What Democrats Can Learn From Johnny Cash

By Greg Landsman
Guest Columnist

There is a scene in Walk the Line, the new movie about Johnny Cash, where Cash first auditions with Memphis music producer Sam Phillips. During the audition, Cash begins singing an old Gospel tune that he figured would wow this record label exec. But before Cash could finish, Phillips halts the audition and says something like, ‘I can’t sell music that you can’t sell, Mr. Cash.’

And then Philips described for Cash a song that they both could sell: “If you had time to sing one song, one song that would let God know what you felt about your time here on earth, one song that would sum you up…[what would you sing?]” Cash played “Folsom Prison Blues” and went onto to record hit after hit with Philips and Sun Records.

Fast forward five months. Dean is now appearing on Meet the Press with Tim Russert. Russert offers a quantitative explanation of what’s wrong with the Democratic Party: “We asked independent voters:  Do you believe that Democrats have a clear message, a vision for the future?  Fifty-two percent of independent swing voters say no. One in four Democrats say you have no clear vision, no agenda, no clear message.”

Dean responds to Russert with another issues list: a strong national defense, jobs, renewable energy, healthcare for all, etc. And here is the very uncomfortable – and for us loyal Dems, disappointing – back-and-forth that transpired after Dean’s list of issues:

RUSSERT:  But those are words that will appeal to people. What do the Democrats stand for?

DEAN:  Tim, first of all, we don't control the House, the Senate or the White House.  We have plenty of time to show Americans what our agenda is and we will long before the '06 elections.

RUSSERT:  But there's no Democratic plan on Social Security.  There's no Democratic plan on the deficit problem.  There's no specifics.  They say, "Well, we want a strong Social Security.  We want to reduce the deficit.  We want health care for everyone," but there's no plan…

DEAN:  Right now it's not our job to give out specifics.  We have no control in the House.  We have no control in the Senate.  It's our job is to stop this administration, this corrupt and incompetent administration, from doing more damage to America .  And that's what we're going to do.  We're doing our best…

RUSSERT:  But is it enough for you to say to the country, "Trust us, the other guy's no good.  We'll do better, but we're not going to tell you specifically how we're going to deal with Iraq ."

DEAN:  We will.  When the time comes, we will do that.

RUSSERT:  When's the time going to come?

DEAN:  The time is fast-approaching.  And I outlined the broad outlines of our agenda.  We're going to have specific plans in all of these areas.

RUSSERT:  This year?

DEAN:  In 2006.

I don’t mean to pick on Howard Dean. I like Howard Dean. I appreciate his courage and fight. Unlike others in the Party, Dean rarely equivocates. But since Democrats do not occupy the White House, Dean is, or at least could be, the one Democrat to fully articulate (even embody) for the American people what Democrats stand for. Otherwise, and despite the terrible numbers of the Bush Administration and the Republican-controlled Congress, Democrats will continue to lose.

Many Democrats believe that ’06 is theirs for the taking, both in my home state of Ohio and in the congressional elections nationwide, because the Republicans are embroiled in scandal and the majority of voters disapprove of their leadership.

But all politics is temporary, and the abysmal Republican numbers will rebound. If Democrats plan to win, they need to turn themselves around. Bashing Republicans is not a message that will win over the hearts and minds of American voters.

What will win over the hearts and minds of American swing voters? Voters are like Sam Phillips, and want Democrats to sum themselves up. And like Cash, Democrats need to tell their story; they need to sing ‘the one sung that sums them up.’ Democrats need to fully explain, in story form, what they believe in and why.

But telling that story is only half the battle. In many ways, “ Folsom Prison Blues” encapsulated Johnny Cash. Why? Because, arguably, Johnny Cash’s public image was branded around “ Folsom Prison Blues”: Cash’s good and evil persona played out in the song; the so-called “Man in Black” dressed the part of down-trodden prisoner (he later wrote a song called “ Man In Black” to explain his unique dress code); and Cash’s most memorable album, Johnny Cash at Folsom Prison, was recorded when he did a live concert at the song’s namesake.

To Clear Things Up

Having a story would be a good start for Democrats. But branding their story is what will really change the minds of the fifty-two percent of independent swing voters, and the one in four Democrats, who say the Democratic Party has ‘no clear vision, no agenda, no clear message.’ Branding takes time – and it requires the kind of message discipline that Dems have lacked for years. Having developed and communicated a new Democratic narrative, here is how Dems can begin branding their story:

1. Pick three very simple concepts, not issues, which underscore the new Democratic narrative. Talk about these three concepts ad nauseam. Note: “a balanced budget” is an issue whereas “smaller government” is a concept.
2. Find and showcase Democratic candidates and elected officials who embody the new Democratic narrative.
3. Nationalize the new Democratic narrative, like Newt’s Contract with America, by developing a well packaged and easy-to-understand agenda. Note: this is where you add the specifics.

Every Democratic banner, in every race, and every radio and TV ad, and every appearance by any Democrat (especially the leaders) must underscore and emphasize this new Democratic narrative, the concepts, and the agenda. Democrats should launch a nation-wide bus tour with earned media events reminiscent of Newt’s signing ceremonies during his Contract with America tour (don’t forget the banners!). And don’t, under any circumstance, fall off message – stick to your story.

Democratic Party leaders, from Dean to Pelosi, to the dozen or so Democratic presidential hopefuls, must come together, behind closed doors, to formulate this new narrative and accompanying concepts and agenda, that together, they can communicate nationwide. And when we elect a new party chair in this state (Ohio Dems will do so next week), he or she must bring Ted Strickland (the Democratic frontrunner for Governor) together with every other state party leader to do the same for Ohio. And ideally, the national narrative and agenda would mirror Ohio’s, and vice-versa.

That’s how Dems will win. They must do what Johnny Cash did: tell your story, allow your story to pervade most everything you do, and then stick to it, from start to finish.

"The Podium" is Queen City Forum Magazine's opinion page. Guest writers and staff writers offer their take on social, political and life issues.

Contact Information

• greg.landsman@post.harvard.edu
• podium@queencityforum.com