Barack, Don't Take The Bait

The Republicans will try desperately to force Obama to state all his policy positions. "How can we vote for him if we don't his stand on the policies?"

The Republicans want Obama and the Dems to take about policy planks because voters don't elect a president based on policy. They vote for the candidate that shares their values, inspires their hopes, and who seems like a real person.

Don't offer dizzying explanations of tax policy. Speak of economic pain. Bring back Carville if it helps to remember 1992 -- It's the economy stupid!

Creating a Cause Brand

Causes and cause brands are different than regular products or services. Typically, there is some larger engagement with consumers -- beyond purchase or use of a product. You must enroll followers in your cause, often through the actions and activities of your consumers. So how do you do that?

1) An effective cause requires:

a. A clearly stated goal to be achieved – such as eliminate malaria, get Obama elected, reduce childhood obesity

b. A sense of urgency

c. Proof points of the cause's progress/results – Obama touts fundraising, number of donors/volunteers, new registered voters

d. Clear and multiple ways to get involved beyond giving money

e. A rapid response and broad channel communications capability

2) Your brand must have an opinion and must stand for something. What does it have to say?

3) The opinion of your brand must begin with/come from your leader. Movements need leaders.

4) The mission of the cause and your brand's involvement must be authentic. Consumers are cynical and will not abide disingenuous motives. For example, it will be difficult for Exxon and BP to lead an effort to affect climate change. Their conflicted position does not allow them to be leaders of this cause. They can support it, but not lead it

Jet Blue's Pillow Talk

So Jet Blue has announced that on flights over two hours, they are no longer providing free pillows and blankets. Instead they are selling a pillow and blanket kit for $7.

So let's keep a couple of things in mind as we consider this move. Jet Bue has fashioned itself as a fairly hip, smart brand. Its customers are probably savvier than your average consumer. Owning and running an airline is a crappy business that struggles to make money in the best of times. Jet Blue customers probably read newspapers. This is also the same company that cratered when it appeared tone deaf to customer complaints during its operational melt down during a winter storm in NY.

Now we have their explanation of the new pillows. The company's comment appeared in article today in the New York Times. "Replacing our old, recycled pillows and blankets with this state-of-the-art high-quality take-home kit is an eco-conscious, health conscious and consumer-conscious decision," the general manager for product devlopment, Brett Muney, said.

Brett! You forgot the part about it saving the company a couple million dollars. And here's the joke. Your customers understand you need to run a profitable business. What they can't understand is why you would insult their intellegence with a half truth. They look like cool blankets. We can handle it.

Integrity and authenticity. This is how a company wins. And every time you try to spin you customer you erode part of a hard earned trust.

Bad Advertising of the Week

This week's winner: John McCain

I mean c'mon.  

I know Willy Horton worked well for George Bush Sr.  But have you seen John McCain's new attack ad?  It is a montage of Obama pictures, most from a large rally.  In the background we hear the crowd chanting "Obama. Obama."  The voice over talks about how Obama is the biggest celebrity in the world.  And at that point they show a picture of Britney Spears and then one of Paris Hilton, while fading back to Obama.  The actual message of the ad blames Obama for high gas prices which alone is kind of silly. 

The ad is fairly genius and pathetic.  I mean, if you got nothing else, take the worst of society and try and pin it on your opponent.  It's not racial.  They couldn't do that...yet.  Could this really work?  

I have to say.  I am bit fascinated, in a car crash kind of way.  It will be interesting to see if this ad moves the polls.  It seems too heavy handed to me, but then, I am not a swing voter.