Stuck in the middle with you: Why Hillary needs a brand alignment before Super Tuesday
Super Tuesday is upon us. Pundits are calling it the first national primary. I’m calling it a battle for the brands. From my BrandSimple perspective, the winner hands down will be Barack Obama. He’s identified the clearest, simplest brand driver of anyone running. His easily understood idea is sort of akin to Pepsi’s “choice of a new generation.” And whether people agree with this choice of a new generation they’re in full agreement that everything he says and does is in alignment with his well-defined brand idea.
Second on my best branded list is John McCain. His brand driver is more akin to Coke’s classic positioning, “It’s the real thing.” As an American hero with a stellar military record and an equally stellar senatorial record, he projects himself, what he says and what he does, as the real thing, at least when it comes to presidential timber. He comes across as authentic.
This leaves Hillary Clinton stuck in the middle, sort of between Coke and Pepsi. While she has plenty of supporters and just as many claims, she hasn’t identified a simple, clear way to define her brand. This could bode problems. As all brand professionals know, it’s really hard to win from the middle. It’s hard to win when consumers can’t quite figure out what you stand for. It’s hard to win when you don’t have a simple, clear idea driving all of your branding activities, be they ads or speeches, promises or platforms. If Hillary Clinton wants to make it to the top of the best branded list, if she wants to make it to the top, she’s got to get out of the middle. It’s hard to win from the middle. Just ask Dr. Pepper.
March 1st, 2008 at 9:50 pm
I find it unbelievable that Clinton couldn’t brand considering her husband won the presidency with a clear simple brand message that mattered to people (It’s the economy stupid). She should have created a brand related to the economy and made that the focus of her campaign.
March 8th, 2008 at 2:47 pm
Interesting. I never really looked at the campaign trail from a brand perspective before, but your point rings very true. Hilary does feel like she’s “in the middle.” Your example of Dr. Pepper is a good one. It will be interesting to see who’s brand comes out the winner, but I think Obama’s simplistic, relevant messaging will most likely prevail.
BTW – Loved your book! Recommending it to others around the office – especially those higher-ups who often forget that less can be more.
March 10th, 2008 at 10:22 am
I agree that his simple message is better from a branding perspective. Only thing that could change it is if an event happened that made ” experience” the trump card.
Glad you enjoyed the book.
Thanks for recommending it,