Earlier today, we released the results on the Republican candidates in the brand study I'm participating in with Chernoff Newman and MarketSearch.  I'll post some more analysis later, but here are some of the conclusions we reached:

Click thumbnail for full-size imageRudy Giuliani

Giuliani is likable,  interesting and inspiring.  While he lacks experience in national affairs, the reputation he earned while dealing with 9/11 leaves him in good stead with Republican voters.

If Giuliani were a car, we think of him as a Toyota RAV4 – a crossover vehicle with a different kind of appeal in a Republican field.

As an insurance company, Giuliani is a bit like Allstate – “You’re in good hands.”

If he were a pair of jeans, we see Giuliani as a new pair of Levi’s – it’s an All-American brand, but you still need some time to make them real comfortable.

McCain Brand AttributesJohn McCain 

John McCain has the experience and preparation to lead America in dangerous times – and because of this, his perceived lack of warmth and personal charm could actually be a strength, or brand builder.

As an automobile, what else could McCain be other than a pickup truck that’s “Built Ford Tough.”

In the same way, McCain is Wrangler when it comes to jeans – rugged and durable.

Finally, McCain is a Timex – he takes a licking, but keeps on ticking.

Romney Brand AttributesMitt Romney

Mitt Romney looks and talks like a president – even though voters don’t know a whole lot about him yet.

Romney is a Dodge Viper – it looks like it’s built for speed, but is too unfamiliar to the average driver to know for sure.

No jeans for this guy. He’s high thread-count, plain-front, no-pleats chinos from Brooks Brothers.

Romney is Starbucks, where the atmosphere is nearly as important as the coffee.