27/05/2026
Political marketing 101
In marketing, customer value refers to the benefit a customer receives from a product or service relative to its cost. It is the reason customers choose one brand over another, and it drives loyalty and satisfaction.
In politics, the equivalent idea is electorate value—the extent to which citizens (voters) feel that a leader or political system delivers meaningful benefits to them in return for their support. This includes good governance, security, infrastructure, economic opportunities, and accountability.
Just as businesses compete for customers by increasing value, politicians and parties should compete by increasing electorate value. When citizens feel they are getting real value, trust grows; when they don’t, political disengagement or rejection follows.
