Smith Business Close-Up Election 2012: Branding the Candidates

Thursday, October 18, 2012, 7:30 p.m. & Sunday, October 21, 2012, 7:30 a.m.

As the 2012 presidential race accelerates toward Election Day, campaign strategy in both camps has negative messages flying fast, with sounds bites and ads traveling far and wide.

In this edition of Smith Business Close-Up with the University of Maryland’s Robert H. Smith School of Business, Hank Boyd talks about how the presidential candidates are – or should be – building their brands on the campaign trail.

Boyd is a Tyser Teaching Fellow and associate chair of Smith’s marketing department. He is also a managing director and principal at Ombudsman LLC, a diversified consultancy. He is licensed to practice law in Maryland, Wisconsin, and the U.S. District Court, Western District of Wisconsin. His areas of expertise include biotechnology, consumer behavior, business consulting, pharmaceutical sales, advertising, and market research.

Smith Business Close-Up is co-produced by the Robert H. Smith School of Business and Maryland Public Television. The television segment focuses on the latest thinking in business management, and features in-depth interviews with Smith School faculty and other members of the school’s community of business leaders.

Where to Watch

Smith Business Close-Up can be seen bi-weekly on Maryland Public Television's Your Business and Money. The program airs at 7:30 p.m. on Thursdays and is repeated the following Sunday at 7:30 a.m. on public television stations throughout Maryland and the Washington, D.C., metropolitan region, including:

• WMPB-TV (Ch. 67), Baltimore
• WMPT-TV (Ch. 22), DC metro/Annapolis
• WCPB-TV (Ch. 28), Salisbury
• WFPT-TV (Ch. 62), Frederick
• WWPB-TV (Ch. 31), Hagerstown
• WGPT-TV (Ch. 36), Oakland