The brand name Build Back Better is nothing more than an irrelevant "3x's fast saying tongue twister".
It has neither perceived brand message, structure, value perception/consolidation nor (brand) ownership.
Younger generations Millennials and Z for example, culturally engage in quick "texty fashion'...Fact...the quintessential "get/got my content now and quickly move on to the next thing that interests me" consumers of information...the "I want my MTV now" attitude on steroids...immediate gratification the game. They have no time (and won't give any) to figure out what the content provider failed to make interesting and easy to consume.
Bottomline, If you don't hook 'em fast, you won't hook 'em at all.
So adapt to immediately hit...or fail.
They feed off a really good defacto "elevator speech" approach to get content interest and engagement. Treat them like the salesman who surprisingly meets the CEO on the elevator in the lobby on the way up. If you don't hook him/her by the time they get off 50 floors later, kiss that sale goodbye.
Build Back Better is the antithesis of a 30 second elevator speech...more like agonizingly reviewing War & Peace camped out for weeks in a library.
While "Build Back Better" and its many accomplishments benefit these and all other demographic groups, its unlikely to be found/registering in the "I want it now, quick info dopamine hit" driven mind recesses of Millennials and Gen Z...so BBB a defacto bust with them...from the get-go...a messaging failure with a voter base Dems desperately need enmasse.
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