• February 16, 2016
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1. Money Isn’t Everything.
Bush seemed to have the largest coffers. However, the more money was coughed up, the more he stumbled. Until he was humbled. In the end, it’s the person and the idea that is tested, not the scale of finance. Strategy and execution are more important than money.

2. Understand Your Competition And Your Market.
Bush seemed to grasp neither. He, like many other professional politicians, had no idea why Donald Trump was so popular. He therefore had no idea how to compete. Should he ignore him? Should he try and fight him toe-to-toe? Should he appeal to his essential reasonableness? In the end, Bush fell between all stools. He had no feel for a market that was fueled by anger at the system, rather than at any specific issue or policy.

3. The Logo Matters.
One of Bush’s very first steps was to release a logo that was garlanded with an exclamation point. Jeb! While he logo came from the past, the Republican electorate is worried about the future. The logo suggested tradition, when people were sick of politicians’ tradition of doing nothing while lining their own pockets. The logo shouted, whereas Jeb Bush twitched and bristled. Your branding should reflect you!