Ambiguity has its place in life but it can be the kiss of death for a brand. This morning the Hillary camp sent Bill to speak on Al Sharpton’s radio show. His mission: to explain what he meant when he characterized Barrack Obama’s claim that he has had a consistent anti-Iraq-war position as a “fairytale”. Bill’s explanation: I stand by what I said and I said what I said.
Once again, Hillary seems to call on her husband to patch up the “nasty” problems generated by her campaign. For a person who is making huge efforts to illustrate that she is her own person, who is asking the electorate to try to get to know her, she is making the task of discovering the true Hillary very difficult.
The Hillary political strategists could learn a lesson from prevailing theories of brand strategy. The most important tenet of brand building is consistency of message. If you want people to buy your product, you must tell them clearly what it is your selling.
It’s for the Hillary strategists to decide whether the message is “elect Hillary and you get Hillary” or whether they prefer the two for one approach. But once this determination is made, they should rigorously stick to this message, not only in the campaign’s rhetoric but also in its actions.
If Bill is continuously called upon when the going gets tough, why should we believe that it would be Hillary who deals with the country’s problems, if elected
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