Repairing the Clinton Brand
Posted on July 1, 2008
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No doubt, Bill and Hillary Clinton continue to debrief and analyze what went wrong with her 2008 bid for the Presidency. Clearly they underestimated the gamesmanship of their opponent. They failed to understand the power of the caucus process and were late in discovering how to use the internet to appeal to grassroots donors. Those missteps are blatantly obvious.
But there are subtler and perhaps more damaging factors that caused Hillary to lose. Ones you can learn from in your own personal branding campaign.
First, she failed the authenticity test. Her attempts to portray herself as a “gun slinging, beer guzzling, blue collar gal,” after it was clear that her campaign was in jeopardy, just rang false. Pandering is perceived as desperation. It just doesn’t work.
Second, both Clintons all but validated critics that have always questioned their integrity. They demonstrated time and time again that they would say or do anything to win. Most of us have a moral compass. If you agree to rules you must adhere to the rules, or at least work fairly to have them modified. Not reinterpret them just because the scorecard isn’t lining up in your favor.
In more confident times, Hillary Clinton said Michigan’s votes wouldn’t count, only to later completely contradict that statement. Her recollection of her trip to Bosnia and their continued attempts to defend their version of the story would make you think that the Clintons are unaware of a 1951 invention called videotape. Certainly, they curse its existence.
Third, Hillary allowed Bill to overshadow her stature. Having him so prominently visible out on the trail was a subconscious act of self-sabotage. If we’ve learned anything it is that the former President lacks self-control. There is no longer a Bill Clinton mystique. He faced impeachment with more grace and confidence than he’s shown during this campaign season.
If my comments seem harsh it’s because I’m left deeply disillusioned by their misguided actions. Up until recently, I’d wholeheartedly bought into the Clinton brand despite its blemishes. I’d given Bill a pass on everything, including Monica. But this time he and Hilary went too far. Comments viewed as racially insensitive, whether calculated for limited political expediency or not, could cost them a lifetime of good will within the African-American community.
They’ve added insult to injury by not owning their results. Blaming the media, misogynists or the Democratic Primary process they agreed to are all weak excuses, in light of the facts.
Can the Clintons repair their brand? If, and perhaps only if, they are sincere in their pledge to rally behind Obama will they reclaim some sense of stature. Most will forgive, but few will ever forget.
Remembering Tim
Posted on June 24, 2008
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Much has been written about the tragic death of Meet the Press host Tim Russert but I have some additional sentiments to share that I believe are relevant to our readers.
First, on a personal level, I wasn’t prepared for the overwhelming emotions I felt as I watched most of the memorial coverage. The outpour of sympathy from world dignitaries and his colleagues was unprecedented for a person that reported on news rather than made it. And yet, for so many years you weren’t a bonafide newsmaker of national note unless you had sat across from Tim Russert on any given Sunday.
Russert was the embodiment of the American dream come true. A working-class Irish kid from Buffalo, New York that made not just good, but really good. When JFK made a rare visit to Tim’s hometown there were few other thirteen-year-olds that could boast that they’d maneuvered their way to actually shake the President’s hand. Was it luck or a foreshadow of destiny? Possibly the spark that ignited Tim’s passion for politics? How fitting that at Russert’s funeral John McCain and Barack Obama sat side by side, unaccompanied by aides and handlers, and in a way we had never seen them before.
So what can we learn about personal branding from Tim Russert? First, the significance of authenticity. Russert was not your chiseled-featured variety newsman. He had a Columbo quality, both in style and manner — and it worked.
Yes, he asked the tough questions – but with a sense of fairness you could always count on. These qualities earned our trust and elevated his broadcast to the “must do” Sunday news show, if you wanted to be taken seriously as a political figure.
Second; his countless expressions of generosity. He was a great father, husband, role model and a mentor to so many. Throughout the memorial coverage dozens of Tim’s colleagues and competitors shared stories of his thoughtfulness. ABC News’ This Week host, George Stephanopoulos shared that on the occasion of his daughter’s birth, Tim sent his family a pillow engraved with her name. Russert was never too busy to forget time-honored traditions and honest gestures of good will.
Sundays won’t be the same without Tim Russert and neither will the political season. Let us learn by his example. The important things in life aren’t found in the achievements we’re taught that symbolize success but rather in simple expressions of thoughtfulness and service to others.
Allow For The Unexpected
Posted on June 10, 2008
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In our goal-oriented Western way of thinking we often strive to shape our professional and personal lives to fit our pictures. Relatively recent exposure in the West to various Eastern philosophies has opened a new realm of possibilities in terms of how we approach our lives.
In the past we may have interpreted the course of our lives as being controlled by fate. In this age, we’re more likely to at least consider it possible that we play a significant role in how it all “turns out.” But how much of a role?
Most of us have experienced the frustration of wanting our life results to more closely match our mental pictures of what we think they should be. We want what we want when we want it. Anything less provides us with evidence that perhaps we’ve been conned into thinking that we could actually have what we set out to achieve.
Being successful at Branding Yourself, or any other endeavor for that matter, most certainly requires that you challenge familiar ways of thinking – and acting. You can’t expect different results from doing the same things.
However, I’ve come to a new understanding on this subject. With age I’ve had to learn to allow for the unexpected. Life rarely turns out exactly as you envision it. There is almost always a surprise ahead that you can’t anticipate. A chance encounter can lead to an unexpected business deal or a sudden shift in the economy can bring about undesired obstacles.
Focusing on your intention rather than current circumstance or a specific end result allows space for the unexpected. You can be very clear about fundamentals of what you’re up to and at the same time accept that there are likely to be detours and even shortcuts along the way.
Being rigid is what gets us in trouble. It causes us to misinterpret and invalidate our results when they don’t fit our pictures. Consider perhaps that there is a grander view that you can’t now see. Make peace with uncertainty. It’s an overused phrase, but there is great value in “trusting the process.”
Flexibility
Posted on June 3, 2008
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Success at branding means being flexible in your response to unpredictable shifts in market conditions. What you offer can be a perfect fit for today’s economy and consumer needs and totally off the mark a year from now, when conditions change or your competitors may change the dynamics of the entire game.
Individuals and businesses often fail because they refuse to alter their approach in times of uncertainty. Travel agencies weren’t prepared for the advent of consumers having easy access to online booking. To succeed they’ve had to focus on areas where personal service is still an essential in the successful coordinating a trip, like group travel.
Similarly, the economy and the Internet are greatly impacting the fields of training, professional speaking and consulting. Rising costs are resulting in smaller budgets, as companies reduce their spending on expensive conferences and trade shows that require air travel and lodging.
Webinars and other less costly methods of electronic communication are becoming more commonplace. Participants log in rather than fly in and participate from the comfort of their home office, often while wearing their pajamas.
If you’re marketing your expertise to prospective clients in today’s economy, wait no longer on planning and implementing a strategy that involves video. Whether it’s a single streaming video greeting on your website, an entire series of video vignettes that you can email or a full-length program that you distribute via DVD – you’ll find that video is among your best calling cards. It allows you to concisely and professionally articulate and present your unique proposition to prospective clients in a compelling manner.
Strive for authenticity over style in your video presentations. Get comfortable with the camera lens and connect with your audience. Work with a company that will provide you with measurable data that track the results of your video marketing campaigns. Play close attention to what works in terms of response rates and sales conversions.
In all circumstances, remain flexible and willing to toss out what’s not working in favor of a fresh approach.