Martini Musing - McCain’s Brand Disconnect
McCain friend Senator Chuck Hagel, R-Neb (talking about McCain’s Obama/Iraq ad): “…very not John. It’s not the John brand at all.”
It’s Friday again when I go off the biz topics - and - yes - I’m talking politics, but with a biz marketing point, so stay with me here.
McCain had incredible brand strength with his old brand. It would have been a formidable one for the “new kid” to beat. McCain could have truly risen about it all and demonstrated he is, in fact, a THE wise, seasoned leader. Instead, he’s lapsed into “win at all costs” panic mode. (Panic is never a good marketing starting point; you do stupid things…and McCain now seems to be doing his best to get the stupid vote. Groan. Stupid customers aren’t a good idea either.)
Remember New Coke? It both confused and ticked off customers who LOVED Old Coke. (Sure, there’s a big difference between buying a soft drink and electing the leader of the free world…but people use the same brain and emotions to do both.)
By now you’d have to be at the bottom of a mine shaft to have missed the latest kasnuffle about the anti-Obama ad McCain ran recently, comparing Obama to Britney Spears and Paris Hilton. I’m upfront that I support Obama (with my decidedly non-starry eyes - and a downright cynical view of the world) but at one time I would have considered voting for McCain. (And this is a VERY big deal for someone who was chanting “Vote for Kennedy” at the age of two.) While I didn’t agree with all McCain’s views and votes (just as I don’t agree with everything Obama does) - I thought he had integrity, intelligence and ability. He repeatedly worked with Democrats to try to solve problems and he spoke plainly. And, if he beat Obama - well, at least we’d have a grown-up in the White House: I’d not be too upset. But, things have changed…
McCain’s Old Brand: Tough war veteran with integrity, intelligence and ability to see past the partisan silliness. Sure, he’s a little older, but he comes from a long-lived family (love his Mom!)
His New Brand: What the Hell? I’m confused! Where did John McCain go? Who is this old guy with the creepy grin who is pitching his wisdom and experience while acting like a peevish toddler in a sandbox? Why is his key message “I’m not Obama.” What has McCain done? Can do? Will do? (And could you give just a wee few bits of detail? Thanks.)…You’ve got all this experience, Senator, tell us how you’re going to apply it…no snips and snarks, please. We get Obama hasn’t been around long (in D.C.) and that a lot of people really, really like him.
(And wonder what McCain’s Mom is saying?)
P.S. From the “Everything you do is marketing…and the small things can kill ya” file: Paris Hilton’s father donated $4600 to McCain’s campaign this year.
P.P.S. Am I the only one who recalled Senator Dole’s creepy Pepsi commercial where he was watching (leering at) Britney? What is it with the GOP and the poor girl?…;-o)
Read More: Weaver, McCain’s Former Strategist, Calls “Celeb” Ad “Childish”
That’s all folks! Have a great weekend; I’m going to do my best to avoid politics for a couple of days…
Tags: marketing, political marketing, marketing troubleshooting, brands, John McCain, McCain campaign, McCain Ads
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August 4th, 2008 at 7:43 am
Mary - I’m with you on the McCain ads. The “old” McCain is one that I would have at least considered voting for.
Unfortunately, if you believe the polls, the strategy seems to be working.
It’s a long time until November. Wouldn’t you love to see some real straight talk between now and then?
August 4th, 2008 at 12:06 pm
Well, as you note it’s a long time until the election. And, I have to wonder just how many people (other political junkies such as me) are really paying any attention?
As for the polls, as you know, surveys can be written to get any results you want - and people don’t (gasp) always tell the truth.
And then there’s recent Washington Post poll, that found Obama is significantly ahead of McCain among low income workers, 10% ahead in white low-income workers, which is supposedly one of his weak points.
In any event, it’s certainly interesting to watch.
September 2nd, 2008 at 2:40 pm
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November 4th, 2008 at 9:06 am
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