Repairing the Clinton Brand
Posted on July 1, 2008
Filed Under Branding You
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.
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