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Cocky, or cockied brand?

October 6, 2010

I realize that many of the journalists and pundits have encouraged people to hold their nose and vote Republican thinking that a corrupt Republican is better than a corrupt democrat. It’s unfortunate that with the exception of a couple here and there (Michelle Malkin being one), very few seem to call into question the sell outs that the Republicans have been prior to this administration. Spouting purist social conservatism and in the same breath proliferating fiscal idiocy is NOT smart brand execution.

Shifting parties: The question at CNN right now is “How did it get to this for Obama and the Dems?” Quick easy answer: they all misunderstood what they were elected for. It wasn’t the masses becoming enlightened & handing over the entire government to “their intellectual betters”.

Obama was elected as the corrective to the Bush years. Yet when you’re the winner, the temptation is always there to see yourself as something more than just an alternative — something larger, like a paradigm-changer or a transformational political figure. And Obama wanted nothing less than a change from conservatism to his own brand of 21st century activism.

Sadly for him – when he said “Hope and Change”  -the “Change” , the electorate  wanted was NOT the change they got. It’s very simple. The brand perception was not the brand experience. 

So far, he’s proven that when Republican’s start elective wars, Democrats can’t end them; when Republicans empty the Treasury, Democrats can’t replenish it; when Republicans put a middle-class destroying money printer at the head of the Fed, Democrats reappoint him; and when the Republicans unleash an orgy of dangerous speculation on Wall Street, Democrats pass a contentless, 2,300 page, enabling act which will do nothing to protect Main Street from another financial meltdown, even as it keeps K Street fully employed

The good news is that innovations like the internet offer easy access to voting records & data beyond the “info mercial like idealogue” press (whoever they are). It’s similar to the erosion of some of the consumer brands.

The easily misled, those who “beyond all hope WANT to believe”, those who care too much about what others think of them are the few who repeatedly purchase a brand – despite the mismatch between their experience with the brand and the brand promise at time of purchase.  Right now the Republicans have the tea party to contend with and the Democrats are left with the unions, government employees, the journalist class and the academics.

Frankly, it’s about time that people started a bit of their own critical thinking, whether about the brand promise of Neiman Marcus or the brand promise of the democratic and republican parties.

ALWAYS –  ALWAYS MEASURE BRAND PERFORMANCE AGAINST BRAND PROMISE!

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