Strategist Marshall Manson on ‘most crucial presidential election in memory’

He is candid in his evaluation and believes that while Harris and the Democrats are striving to achieve momentum, Trump still holds structural advantages that give him a slight edge. However, the stakes go far beyond party wins – they involve the very health of democracy in America.

Manson outlines his thoughts that the Democrats’ strategic shift from Biden to Harris was a crucial gamble – one that, for now, appears to be paying off. “They took what could have been a one-day political story and turned it into a week-long coronation – a genius move in keeping control of the narrative during a sensitive transition.” By extending the spotlight strategically over several weeks and weaving in influential endorsements, Harris was allowed a crucial boost during a delicate moment.

What deeply worries Manson is not just the potential of a Trump victory but what it could mean for democracy in the US. Trump, having served a term already, knows the levers of power intimately and is now surrounded by loyalists who may not be inclined to curb his more extreme instincts.

“In his first term, there were people around Trump who respected institutions and checked his more erratic impulses. This time, those checks are either gone or significantly weakened.” If Trump returns, Manson fears a more coherent, albeit troubling, administration bent on bending institutions to its will, a direct risk to American democratic norms.

Despite these significant concerns, Manson is cautious in his assessment of Harris’s prospects. He acknowledges her successful performance in campaign rallies and how she has leveraged humor and incisive critique to counter Trump. This strategy, Manson observes, has frustrated Trump, a politician who is unused to being targeted effectively by a woman. Still, Manson remains uneasy about how these campaign styles will play out in terms of voter turnout.

One clear takeaway Manson offers is that irrespective of who wins, the approach to political communications has changed fundamentally. Direct audience engagement is now paramount, and the reliance on traditional media is fading fast. Both Harris and Trump have increasingly bypassed major news outlets, opting instead for direct engagement through digital channels, podcasts and niche community events. Manson suggests there is a critical lesson here for marketers, too: “If you’re a corporate leader, you better understand how to engage with your most important stakeholders directly, bypassing the media filter. The ability to talk directly to your audience is crucial.”

The future of the US political landscape remains uncertain, but what is clear is that this election is about more than just electing the next president. For Marshall Manson, it’s about preserving democracy and steering the nation away from a destructive path. Whoever prevails, the implications will echo far beyond the campaign trail – shaping both political and social landscapes for years to come.

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