90-day candidate

The playbook states that a candidate would need, on the average, 18 months to be competitive during the campaign period. The various phases cover: pre-decision, introspection (candidate has decided), pre-campaign (listening tours, etc.) and campaign. A candidate should not run if the awareness rating is 70% and below. One cannot run and be competitive while working on awareness and preference at the same time.

A low awareness rating has impact on trust. High trust would mean having a good conversion which would mean high preference.