A Lesson for CMOs from the Health Care Reform Mess

The vast majority of Americans have health care. Maybe not good health care, but they pay money each month and believe that they are "protected."

It seems to me that the campaign to reform health care started with the high minded goal of making sure that the uninsured get access to affordable health care. This is a noble goal. One I personally support.

But from a PR/sales perspective, why would the 80% with health care want to change to an unknown system? Remember the adage of sticking with the evil you know? To get health care to those 20%, we need to convince the 80% it is somehow in their interest or, at the very least, not counter to their interests.

Remember Harry and Louise? There is a reason those ads were effective. Only now is President Obama focusing his message to those with health care, but it may be too late.

This is a good lesson for brand managers and CMOs. Who needs to accept your change in strategy? If you are introducing a shift or an extention in your brand, make sure you start by convincing your brand loyalists to support the move. And for sure, you don't want them to defect because of it.

Develop a concentric circle strategy to your messaging and put your best customers at the center.

Product Extensions That Make Sense

Remember Lo Jack -- the mysterious service that allows the police to track your car if it is stolen?  Was it some beacon or something? I am not sure, but I remember how cool it was and how it was "the" anti-theft product to have for your car.  

Well I was in the Apple Store the other day and saw what is possibly the smartest product extensions I have seen in a while.  Lo Jack for your laptop!  So if someone steals it, you can track down your computer.  Just like the car version, I don't know how it works, but Lo Jack is such a credible name in theft recovery, this just makes perfect sense.  

Imagine how much you would have to spend in advertising to convince people that you have a product that helps you recover your laptop just like Lo Jack can help you find your car.  Better to just call it Lo Jack for you computer.

When you can use your credibility for a providing a service in one industry and can extend that brand into another industry, that is a home run.