Your campaign has launched and you are developing the messaging strategy. In the private sector you would invest to build your brand and develop long-term, sustainable competitive advantage. In the campaign world, as you try to build your brand your opponents will try to destroy it. What should you do? What is the effect of all the negative advertising? Does it work? Is there a better way? In the private sector, you would be legally protected from false and misleading attacks. What policing mechanisms are in place in the political world and how effective are they? 

 

 Guests: 

• Larry McCarthy, President of McCarthy, Marcus, Hennings, Ltd, renowned political media consultant.

• Fran Kelly, Vice Chairman, Arnold Worldwide Advertising.