An interesting look at how folks associate commercial brands with the presidential candidates.
The study reveals Bush supporters associate the brand called Bush with brands that evoke attributes such as … “reliable, humble, heritage, and solid.” Kerry supporters associate the brand called Kerry with brands that convey attributes of “high-quality, high-performance, hip, and young.” Undecided voters associate more trendy and upscale brands with Kerry and attach more common and mainstay brands with Bush.
As an example, everybody associates Bush with IBM, but while both Bush supporters and Undecideds link Kerry to Apple, Kerry’s supporters see him as more of a Dell sort of guy.
Conversely, while Bush supporters see his coffee attribution as Folgers, Kerry supporters and Undecideds think he’s more of a Dunkin’ Donuts sort of fellow — and they all agree that Kerry is Starbucks.
Hmmm. What if you prefer IBM and Starbucks?
(via J-Walk)