Hillary’s extended disappearance, likely some away-from-the-cameras time to allow the facelift to heal, will end soon enough. Then we can look forward to 18 months of her screeching voice.
WaPo has a piece on “The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand”:
As she readies her second presidential campaign, Clinton has recruited consumer marketing specialists onto her team of trusted political advisers. Their job is to help imagine Hillary 5.0 — the rebranding of a first lady turned senator turned failed presidential candidate turned secretary of state turned likely 2016 Democratic presidential nominee.
Clinton and her image-makers are sketching ways to refresh the well-established brand for tomorrow’s marketplace. In their mission to present voters with a winning picture of the likely candidate, no detail is too big or too small — from her economic opportunity agenda to the design of the “H” in her future campaign logo.
A most depressing reality, in our age of the Low Information Voter, is this:
“It’s exactly the same as selling an iPhone or a soft drink or a cereal,” said Peter Sealey, a longtime corporate marketing strategist. “She needs to use everything a brand has: a dominant color, a logo, a symbol. . . . The symbol of a Mercedes is a three-pointed star. The symbol of Coca-Cola is the contour bottle. The symbol of McDonald’s is the golden arches. What is Clinton’s symbol?”…
Sealey, who is credited with the successful “Always Coca-Cola” campaign in the 1990s, said that Clinton, like Coke, “has incredible top-of-mind awareness, and it’s a huge asset.”
“The issue is: What is her promise?” he said. “With Mercedes, it’s quality. With Volvo, it’s safety. With Coca-Cola, it’s refreshment. If you can get her promise down to one word, that’s the key.”
One word.
Sigh.
