Boris Heersink, "National Party Organizations and Party Brands in American Politics" (Oxford UP, 2023)

Political Scientist Boris Heersink’s new book guides the reader through over a century of politics and national parties in the United States. Heersink’s work is both qualitative and quantitative and approaches the national party organizations—the Democratic National Committee and the Republican National Committee—from the perspective of American political development. This is a fascinating study of the way that the national parties operate when their party is in the White House or when their party is out of power in terms of the presidency. Heersink has mapped out the activities and approaches of the national parties through a host of different resources, from the available archival papers of party chairmen and women, to newspaper coverage of national party activities and events, to other media mechanisms that the parties individually, or mirroring each other, pursued to shape and promote their “brand.” National Party Organizations and Party Brands in American Politics (Oxford UP, 2023) tells us a lot about how the parties, from 1912 through to the contemporary experiences, have thought of their role in relation to electoral politics, especially from the top of the ticket to those running for lots of different offices. Heersink makes an interesting argument around the idea of party branding – and how party chairmen/women have worked to develop coherence within the national party and the many state and local parties whom they collaborate with and often serve. The difficulty for American political parties has long been the lack of coordination capacity and Heersink details the difficulties in coordination and various different paths that parties have taken over the years to try to create a clear “brand” for themselves and their voters/intended voters. This clarity helps voters to understand what it is a candidate stands for or supports given their party affiliation. National Party Organizations and Party Brands in American Politics details many of the creative ways that the parties found to communicate with party o