“Thinking about building a brand
strategy is twofold,” Jeremy Tucker, a brand consultant who worked with Future
Majority, told me. “What does the market want? And what does the
organization—the party in this case—what could they stand for?” The Future
Majority team met with more than 300 Democratic officials, operatives, and
activists in 2017 and 2018. The first question they asked, Tucker recalled, was:
Who owns the Democratic Party brand? The Democratic National Committee “very
explicitly, verbatim, said, ‘We don’t own the brand. We don’t want it. We do
presidential elections.’” The Democratic Senatorial Campaign Committee demurred, as well. The Democratic Congressional Campaign Committee, then chaired by…