Who ordered another Mamdani?

When Zohran Mamdani won New York City’s mayoral election last year, his campaign was widely praised for getting political communications right. His social media videos, sense of humour and easy rapport with voters helped make him one of the most talked-about politicians in the US. It wasn’t long before people started wondering who the next Mamdani might be. 

One politician who has attracted this comparison is Abdul El-Sayed, who won Michigan’s Senate race in last week’s midterm elections. Like Mamdani, he’s a young, progressive politician who has built his campaign around issues such as affordability and challenging the political establishment. But El-Sayed has earned himself a rather different nickname: “Mean Mamdani”. 

Both politicians are willing to challenge their opponents and speak out on issues they feel strongly about, but their styles differ. Mamdani often combines his criticism with humour and charm, while El-Sayed tends to take a more direct, combative approach. Neither shies away from confrontation, but they have different ways of handling it. And although El-Sayed’s approach might put some voters off, others may appreciate his willingness to speak his mind. 

The comparison raises an interesting question for those of us working in communications. When someone finds a formula that works, how much of it should we try to replicate? Mamdani’s success has understandably prompted plenty of discussion about what other politicians, brands, and public figures can learn from his approach. His social media strategy in particular has been held up as an example of how to reach younger audiences. But imagine El-Sayed trying to adopt Mamdani’s cheerful, easy-going persona. It might work, but there’s every chance it would come across as forced. His directness is part of what makes him recognisable, and trying to soften this could risk losing some of the appeal he’s built. 

We see similar things in brand communications. When a brand gains attention for being funny or irreverent on social media, others are often quick to follow. Sometimes it works. Other times, the result feels like a brand trying a little too hard to join in. Of course, neither politician's success can be put down to personality alone. Their policies, campaigns and the political climate all played a part. But their contrasting styles are a useful reminder that audiences don’t all respond to the same things. There’s plenty to learn from a successful communications campaign. The trick is knowing which lessons are worth borrowing and which are better left to the person who made them work.