On Sunday, Senate Minority Leader Charles Schumer (D-N.Y.) spoke about losing the 2016 election, and whether he realized it or not, admitted the Democrats have a major issue with brand identity.

“The number one thing that we did wrong is we didn’t tell people what we stood for,” Schumer explained.

Coming from the corporate world of branding, I speak from experience when I say not knowing what you stand for is major problem — and can quickly lead to the demise of a company or candidate, or in this case, an entire party.

Schumer went on to say that the Democratic party has plans to unveil a new agenda, complete with a brand new slogan that he says, everyone will adopt: “A Better Deal: Better Jobs, Better Wages, Better Future.”

Now, I’m not sure how far along the Democrats are with their rebranding process or what other components this new brand will encompass, but I will tell you that a slogan is not a brand — nor is an agenda or issues. (Read more on Medium)

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Bonnie is an absolute force of nature! With an iron will she brings people and perspectives together to synthesize truly compelling brand visions. Her driving force behind a fundamentally important brand exercise was critical to our successful and award-winning website re-design for Senator Cruz's presidential campaign. Serious campaigns would be smart to seek out Bonnie's expertise.

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