Recent Publications

Access some recently published research and interviews I’ve conducted on my work. You can also keep up with my latest work on my Google Scholar page.


MY LATEST BOOK – A Research Agenda for Political Marketing (1st Addition; For Release Spring 2022)

Edited by Bruce I. Newman and Todd P. Newman
This Research Agenda documents and establishes the thinking of leading scholars in the field of political marketing and related sub-fields, also encompassing additional social science disciplines that intersect at the crossroads of political marketing. Chapters address the complexity of how politicians and political parties leverage trust, credibility, and expertise across their policy positions, and how citizens formulate their attitudes and opinions. “Expertly curated by Bruce and Todd Newman, this collection of articles by leading international scholars elegantly encapsulates the principles and practices of political marketing in the early twenty-first century. Particularly noteworthy is the topical focus on digital populism, political branding, and the role of scandal in electoral campaigns.” – Richard Tempest, University of Illinois, US This book is available for preorder now here.


“This fascinating book, with contributions from leading political marketing scholars worldwide, comes at a sadly propitiously time, as democracy is imploding amid the growth of ideologically extreme groups untethered to truth, ferociously marketing their political ideas. Co-editors Bruce Newman and Todd Newman, and their assemblage of assiduous scholars, have produced a book that addresses the multitude of issues facing contemporary political marketing, offering luminous insights on issues spanning digital populism, political disaffection, issues management, branding, ethical chasms, and the bête noire of political campaigning: propaganda. Students and researchers will come away with new perspectives from this stimulating book.” – Richard M. Perloff,  Cleveland State University, US and author of The Dynamics of Political Communication (3rd. edition)  The book is available for purchase here.


Edited by Christopher Pich and Bruce I. Newman
This book demonstrates the progress that has been made on political branding research across international contexts. It focuses on the critical application of new concepts and frameworks, generating a deeper understanding of unexplored settings and positioning research from multiple perspectives. The book is available for pre-order on


Brand_CoverAvailable for purchase here.

In this latest book co-authored with my son, Todd Newman, we put forward an innovative model of branding that integrates the best practices across six different brand entities: Products, services, people, organizations, nations and complex ideas.  The book relies on extensive examples of successful branding strategies, including the recent Trump election victory and the challenge to climate change advocates. I recently held an interview with DePaul University’s College of Business, where I discussed Brand’s primary framework and how it integrates with political marketing. The full interview is available here. Brand was featured in The Association of National Advertisers (ANA) magazine, “What Marketers can Learn from Political Campaigns: The Field of Political Marketing Offers Important Lessons for Corporate Brands”.  The full article is available here.

Social Media, Political Marketing and the 2016 U.S. Election (Released May 2018)

Available for purchase here.
Facebook, Twitter and Instagram create new ways to market political campaigns and new channels for candidates and voters to interact. This volume investigates the role and impact of social media in the 2016 U.S. election, focusing specifically on the presidential nominating contest.

Newspapers, Magazines, and Journals

MY LATEST Op-Ed: Biden has found his pro-democracy messaging. Now he needs to reinforce it (Chicago Tribune, January 2022)

My Op-ed (with Todd P. Newman) was recently featured in the Chicago Tribune in which I discuss the ultimate goal of a national leader, to reinforce the thinking and actions of that nation’s people. Check it out here. Chicago Tribune Link

Campaign Funding in the 2020 Election 

I was recently interviewed by Forbes to discuss the significance of campaign funding and how it has affected recent presidential elections. Read the full article here.

Research, Technology, and Emotions

In this interview with Linda Blakley, vice president of University Marketing and Communications, I outline political marketing’s growing influence in elections and government. Listen here.

City of Chicago Issues Social Media Guidelines for Elected Officials

Elected officials are using social media more than ever and I explain the ramifications for their brand and effectiveness in office in this piece by the Center for Illinois Politics. Read the full article here.

Professor Newman Predicts Election Marketing Trends

I weigh in on the importance of political marketing, current branding strategies and predict the 2020 Presidential election marketing trends. Read the full story here.

FNTalk & Market Watch Cite Professor Newman on Ocasio-Cortez’s Brand

Bruce Newman, a professor of marketing at DePaul University and the founding editor-in-chief of the Journal of Political Marketing, agreed that Ocasio-Cortez “represents a very attractive brand in the political marketplace”. Read the full story on FNTalk and MarketWatch

Professor Newman Heavily on

“It’s really no different to business, when it comes to branding a politician,” said Bruce Newman, the editor-in-chief of the Journal of Political Marketing and a professor of marketing at DePaul University. Read the full article here.

Data and the Digital Advertising Dilemma

I weighed in on the importance of leveraging big data in recent political elections. Access the article here.

Dilemma The Journal of Political Marketing, Volume 20

I published the Journal of Political Marketing Volume 20 in 2021. This has been the cornerstone of my experience in the field, as I have published an updated volume of this Journal quarterly since 2002. It is available for purchase here.

The Marketing Revolution in Politics

Released in January 2016, this book captures the effective marketing models Obama employed in his successful 2008 an 2012 campaigns. It is available for purchase on

Experts Weigh in: Was Nike’s Colin Kaepernick Ad a Good Idea?

I give my take on the strategy and cost/benefit behind Nike’s recent ad featuring, controversial ex-NFL star, Colin Kaepernick.  Read the article published on artic here.

Data and the Digital Advertising Dilemma

I weighed in on the importance of leveraging big data and how companies can more specifically target audiences across various digital channels as a result. Access the article here.

Psychology and Marketing

I recently published Reinforcing Lessons for Business from the Marketing Revolution in U.S. Presidential Politics: A Strategic Triad. Access the October 2016 issue here.

Published on, I discuss marketing techniques that were successful for Obama that the current nominees could benefit from in my article Marketing Lessons Businesses Can Learn From Obama. Read it here.

Amid the Hoopla, Donald Trump has Some Marketing Lessons for Businesses Although he may be arguable the most controversial candidate in recent history, I examine some marketing tactics Donald Trump has leveraged in his campaign that have contributed to his relative success. Access the full article here.

Interviews and Contributions

RTE Radio 1 Interview

I recently appeared on RTE Radio 1 in Dublin to discuss how the social media lessons learned in the Trump campaign will play out in future elections.  My interview is available here.


While attending the 6th Political Marketing Forum in Riga, Latvia this past summer as a Keynote speaker, I was also interviewed by Klubs, one of the leading magazines in Latvia. My interview is featured in the October issue, available here.


I recently appeared on the Latvian television station LTV.LV this past August to discuss how Trump’s brand is impacting the Brexit decision as well as other key international and political affairs. My 15 minute interview can be found here, with my part beginning at the 49 minute mark of this broadcast.

Intrepid Media

The 2016 Election Outcome Explained In this podcast, I reflected on the marketing strategies of each political candidate, and how that impacted their brand, evaluated their strengths and weaknesses, and ultimately how their political marketing campaigns determined the outcome of the election. Listen here.

American Marketing Association

How Social Media, Microtargeting and Big Data Revolutionized Political Marketing I discuss the important impact that successfully understanding and leveraging big data can have on a political campaign. Access my insights here.

The World Financial Review

The Strategic Role of Marketing-Related Technology in Politics and What Business can Learn from It Published in The World Financial Review, I discuss the importance of leveraging data and targeting capabilities to optimize and run successful campaigns.

Monacle 24

Democrats use Trump as Bogeyman to get People to Vote Earlier in the political race, I discussed the political strategy of highlighting opposing political candidates in an article written by Monacale 24. Access it here.

Business of Fashion

Inside the Business of Trump’s Trucker Hats and Clinton’s Pantsuit Tees In August 2016, I commented on the role campaign merchandise can play in the presidential race as a branding strategy. Article published by the Business of Fashion. Access here.

A Political Swag Season Like No Other In a podcast, I comment on the uniqueness of the race, as the two most disliked presidential candidates in history both use their opponent’s public disdain as a cornerstone of their campaign platforms. Listen here.

Interviews with  the Washington Sinclair Broadcast Group

I was interviewed several times for various articles published by the Washington Sinclair Broadcast Group.
  • Controversial profile of Obama aide reignites debate over Iran deal, Benghazi. Read more.
  • White House Goes Big on Social Media for SCOUTUS Nomination. Access here.
  • How Obama’s Marketing Strategy is Helping Bernie Sanders. Insights here.

Published on, I discuss marketing techniques that were successful for Obama that the current nominees could benefit from in my article Marketing Lessons Businesses Can Learn From Obama. Read it here.