Lately you hear much of personal branding político. Many confuse it with political marketing, but it does not go around.
The personal political branding takes place in countries like the US, where voters choose parties, but usually not people (to the president, Congressman, Sen., Governor ...). It is what is called the system open lists, and that in Spain only works well in the election of senators. But since the Spanish Senate is far from a chamber of territorial representation (there are 4 Senators by province, regardless of their population), We could say that the open list system in Spain has no value.
What would change with open lists?
We started with the wrong name pessimists They believe that nothing, even they say that would be worse as they encourage tighter party politics. I think it's just the opposite, that democracy would gain because the parties would subtract paper (the companies) to give to the political professionals (people). That is to say, humanizaríamos politics, the more would approach and would avoid some related parties as intermarriage vices, the unidirección, corruption and lack of nuance.
People own profile
The personal political branding would make sense if a professional politician could mark own profile regardless of their party or its leader, that is, if I could besides working their areas of relevance and coherence enter your differential area, which it makes it a unique human being with her own ideas. That does not prevent a policy to continue, but follow blindly practiced today is not necessary (or you are with the leader or you're out).
If in addition to open lists radically change the party funding law, personal political branding would make perfect sense in the world, as each candidate should get their own resources, encouraging intraemprendeduría positively.
2015, election year
It is 2015, back to our fill of seeing political messages addressed from partitocracia, without soul, only in order to destroy the adversary or chest out how little has been done. Personal branding is intended that a person will become the preferred option, not a party, so I'm afraid this 2015 it will be boring. Imagine if political bored that the only way out is the media hype is touted by some TV channels, one telebasura format is not intended to meet the candidates and their programs but encourage holders, generate discussions and ultimately, create trending topics low cost.
They all promise, neither does
If something seems to unite all political parties around the open lists, funding and transparency, It is that everyone does promise but none why? Surely when they have won are not interested in changing anything, not benefit. Until this change, I hope that political leaders do not ask us our confidence, undeserving.