Political and business communication are separate areas of communications. They are often connected because of a similarity of channels and techniques, however they are guided by different principles, which result from varying goals. However, there is one factor they have in common, which become increasingly important as the globalization is gaining speed and influences market and environmental trends. It is strategic communication model, where methodologically taking into consideration a competitive environment, changes of global trends which affect voters’ and consumers’ needs, an effort is made to define a proper strategic difference, both for consumer brands and political actors. The strategic difference provides voters and consumers with an answer to a brand’s or political actor’s ability to take up challenges of the future.