Monday, January 14, 2008

Hillary Is Not The Marlboro Man, Or Even The Menard's Guy

I often speak to my clients about thinking of their brands as people – with specific personality traits, ways of behaving, and hopefully no prison records.

But with the 2008 election, it’s useful to think of people as brands – who has one, who doesn’t. And if they were a product, what they’d be.

Hillary – Not a brand. If she was, she’d be The Gap – all things to all people.

Obama – A brand. Clearly defined, optimistic. He’s Target.

Edwards – A repositioned brand, but erroneously so. Think Harley targeting housewives.

Rudy – A brand. Chevy trucks.

Huckabee – A brand. Hallmark.

Thompson – Not a brand. Maybe a poor man’s Motel 6.

McCain – A brand. Marlboro. Trusted, imperfect, strong.

As usual, the marketplace will coronate the two best-defined brands:

Obama and McCain.

8 comments:

Patrick Scullin said...

Pretty damn insightful and politically astute. With that kind of natural political savvy, there's a future for you in mud-slinging against politicians.

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