Posted on 04/18/2015 5:40:36 PM PDT by SeekAndFind
This week, Hillary Clinton surprised the world yet again — not with the official launch of her campaign but for the unconventional way she did it. She sure pushed the envelope. With her video, new logo and road trip, she opened a long communications campaign not only to "rebrand" herself but to completely reframe who she is, what she stands for and how she intends to run.
We'll find out over the next year and a half whether it will work. Many in the press and on late-night television scratched their heads this week; others were scathing.
Ruth Marcus -- a columnist for the Washington Post -- dismissed her launch video as a "relentlessly, insultingly vapid" effort of "demographic box-checking." Jon Stewart lampooned it as a "State Farm commercial gone viral" and also "boring as s---." Since the media will likely be the stand-in primary opponent for Hillary, their belief in her authenticity is a critical factor in whether she can reframe herself in voter's eyes.
But from a marketing perspective, her launch may have been much more successful than critics think. The YouTube announcement video took on the central strategic challenge for the campaign and candidate: To flip Clinton's message from self-absorbed "I" to empathetic "we."
While critics may sneer, it is hard to deny that the image it projects of Hillary is more confident, fresher, simpler and forward-looking, with even a bit of the upstart feel of two of the most successful product launch companies, Nike and Apple. Clinton's team may have begun to create an empathetic relationship with voters that has eluded her in the past, most crucially when she lost the nomination fight to Barack Obama in 2008.
In marketing terms, rebranding is a strategy to bring a new name, term, symbol or design
(Excerpt) Read more at cnn.com ...
What is perhaps more disturbing is that somebody in the media would actually be cheering this political superficiality and its presumed astuteness.
For the most part, I spent my productive life in marketing and advertising. I can full well and understand the need for "re-branding" an "re-framing" as applied to a consumer product.
But I always cringed at the seeming malpractice of applying it to a human being. Especially when it worked...
Anyone that does not know who HELLary is, is past help..
Scary how many don’t..
If hiding behind a choreographed production is “sneakily brilliant” then her hiding and destruction of all them emails is “deliciously genius”...
The fact that the writer has to use the word “sneakily” in the title tells us everything about Hillary and her character, and more importantly, the kind of public figure she has been and the kind of President she will be.
Used to be, rebranding only worked when the new brand had already been true for an extended period of time.
Yep - they're doing what they do to approve of all the Left's scandals and corruptions - de-stigmatize and "cuten" the descriptive words.
"Electorate" is too kind a word.
Call them Grubers.
How about the pitcher with the Ready for Hillary face?
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.