Building the Countermovement

"The ability to defeat the enemy," writes Sun Tzu in The Art of War, "means taking the offensive." For far too long, progressives have been on the defensive against the surging conservative movement. In order to stem the conservative tide and to win the hearts and minds of Americans, progressives need to go on the offensive and develop a commonsense countermovement with a quick ramp-up, long-term resolve, and sufficient resources reaching far beyond the 2004 election.

To accomplish this goal, progressives should look to the architecture of the conservative movement, which according to the founder of the Heritage Foundation, Paul Weyrich, was built on "the four M's: mission, money, management and marketing." While each of these factors has played a critical role in the ascendancy of the conservative movement, perhaps the most important is marketing.

To understand the role of marketing, think of policies as the products in "a marketplace of ideas" and public opinion polls as indicators of consumer preference. Polls consistently show that the majority of Americans are more closely aligned with the Democratic Party on the issues than they are with the Republican Party. Yet today twice as many Americans identify themselves as conservatives than as progressives.

How to explain this seeming paradox? Usually the preferred, or superior, product wins out in the marketplace, but not always. An inferior product can dominate with superior marketing. And this is precisely what has happened in American politics: Conservatives offer less desirable, inferior policies, but dominate through superior marketing.

There are four primary aspects of marketing to consider: There's the building of a brand identity; there are products, which in the marketplace of ideas are policies and positions; there's promotion, or how you "name and frame" your policies; and finally there's placement, or the distribution channels used to reach the consumer.

Competitive Advantages and Untapped Resources

A progressive movement should be built on the four M's, plus one more M, mobilization. Progressives need to think strategically and long-term, like conservatives, while drawing upon their unique, competitive advantages and untapped resources.

In terms of competitive advantages, Americans not only prefer the positions and policies of the Democratic Party, but according to Ruy Texeira and John Judis, coming demographic shifts will also favor Democrats. Hundreds of advocacy organizations already exist that can be linked and coordinated by building infrastructure. Mobilization has always been the domain of left, and with the point-and-click activism pioneered by Moveon.org, progressives have the technological edge as well.

At least in part, conservatives' monetary advantage can be offset by the vast, and largely untapped, progressive creative community, which includes a line-up of potential celebrity spokespeople for progressive issues that would literally make Madison Avenue weak at the knees. While at once building Air America, News World International and other dedicated distribution channels, progressives should use their wits and their wit and aim for the networks, primetime, and mainstream entertainment and media.

Of course, having the truth on your side doesn't hurt, and a cadre of media-savvy, progressive spokespersons must be developed to vociferously counter conservatives' disinformation, character assassination and spurious statistics. But the truth alone is not enough. Progressives must communicate, and market, who they are and what they stand for, to win the hearts and minds of a majority of Americans.

Marketing: Building a Progressive Identity

The ultimate counter to the conservative movement is a progressive movement. Why progressive and not liberal? The word "progressive" frames the conservative movement for what it truly is: a regressive, backward movement. As its antithesis, it contrasts conservatives, who are stuck in the past and seek to resist change, with innovative, forward-looking progressives.