TikTok's Guru of Democratic Messaging: @off_jawaggon

08/08/23 • 35 min

For the fifteenth episode of "Branding Democrats," we're thrilled to welcome our guest, Jordan Waggoner, better known as "@off_jawaggon" on TikTok. Jordan's recent viral video, dissecting the Democratic Party's branding struggles, has sparked conversations across generations. Today, we delve deep into his perspective on why he believes "Democrats suck at branding."
Jordan's TikTok presence is characterized by a casual yet insightful approach. As he strolls through the scenic landscapes of Minnesota, his neon shirt, shades, and hat belie the depth of his well-researched content. Our conversation explores Jordan's political journey, tracing his transformation into a vocal advocate for Democratic principles and a well-known social media star.
During our discussion, we delve into the role of branding and messaging in effectively engaging a diverse audience. Jordan emphasizes the importance of leveraging emotional resonance and personal relevance, particularly when targeting younger generations like Gen Z.
We discuss recent poll trends, including the startling parity between Biden and Trump in certain surveys. To prevent a closely contested election, we urge Dems to target and engage untapped voter reservoirs. Being a Midwest native, Jordan provides firsthand insight into how Dems have fallen short in rural America. We encourage Democrats to prioritize critical issues such as healthcare, internet access, and education to bridge the gap with these demographics. Democrats need to communicate policies that directly impact their lives and show up in these areas.
Another crucial element of Jordan’s branding advice to Dems revolves around appealing to emotions. By presenting policies in easily digestible formats, Democrats can effectively break through the noise and win over voters. We need messaging that transcends mere statistics. Democrats have the facts on their side; let’s not forget this. However, truth alone doesn’t always sell.
A heartfelt thank-you goes out to Jordan for joining us on this episode! To learn more about Off Ja Waggon and his content, check Jordan out on TikTok @off_jawaggon.

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Previous Episode

How Democrats Can Win a Campaign with Joe Fuld

In this episode of Branding Democrats, hosts Ken Weber and Gabriella Martin are joined by guest Joe Fuld, founder of the award-winning Democratic political consulting firm "The Campaign Workshop" and host of the podcast 'How to Win a Campaign.'
This episode explores the art of winning political campaigns, specifically for the Democratic Party. Joe emphasizes the importance of clear messaging in driving the success of Democratic campaigns, from local to national elections. Candidates need to truly understand and effectively articulate the party's core values if they want to engage with voters.
Emphasizing a party-focused approach, the conversation centers on Democrats' dedication to protecting the people and their rights as central themes. Gabriella and Joe delve into the strategic shift from traditional broadcast TV advertising to the world of targeted digital ads, underscoring the pivotal role of emotional storytelling in crafting impactful political messages. Drawing from his expertise, Joe stresses the criticality of a well-crafted social media strategy to connect effectively with the modern voter landscape.
Additionally, Ken tackles the concept of patriotism, urging Democrats to reclaim the flag and showcase their love for the country. The conversation reveals that it is Democrats who genuinely stand for veterans, fight for the people, and safeguard their rights, despite the perception otherwise.
Wrapping up the episode, the discussion touches on the tactical importance of targeting the 3% of swing voters to sway election outcomes. The hosts advocate for inspiring existing voters to complete their ballots fully to avoid under votes in local elections.
Tune in and let's help Democrats win campaigns.
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Next Episode

Elevating Local Leaders with Debbie Cox Bultan

In this episode of Branding Democrats, we are joined by special guest Debbie Cox Bultan, CEO of The NewDEAL organization and host of the 'An Honorable Profession' podcast. With over thirty years of experience in center-left politics, public policy, and non-profit leadership, Debbie is an expert in effective branding strategies within the Democratic Party.
We delve into the crucial work of The NewDEAL organization. Their mission is to identify and support exceptional progressive leaders rising below the governor level. These local leaders drive change at the grassroots level, from mayors to school board officials, while shaping a narrative that bridges the gap between the Democratic Party and diverse communities.
Our conversation transitions into the challenges of political branding and how the Democratic Party can redefine itself in the eyes of the public. We discuss the significance of reclaiming key words such as patriotism and freedom, debunking misleading narratives, and effectively conveying the party's core values to resonate with a broader audience. We provide strategies for Democrats to connect their accomplishments with these fundamental values.
This episode underscores the necessity of consistent messaging, embracing party values, and showcasing real-world achievements to construct a robust and resonant brand that appeals to a wider spectrum of voters.
We conclude this week’s discussion with advice for Democratic leadership. By showcasing accomplishments, reclaiming key values, and confronting misleading narratives, Democrats can establish a more potent and resonant brand. Tune in to hear Debbie Cox Bultan from NewDEAL share her insights on how the Democratic Party can strategically position itself for success.

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