In the world of political marketing, the Clinton brand has a storied past and now, an uncertain future. We witnessed the meteoric rise of Bill to the presidency with his amiable charm and distinctive thumb tuck assuring the heart of every American. He has been credited with leading the nation, and the free world, for eight years through a recession to prosperity and from atrocious genocide to peace. The Clinton brand possessed the characteristics of diplomatic, likable, believable, and charming. Applying the Clinton brand made fundraising no chore and assured large crowds of fans. And  of course, as with all brands, it encountered turbulent times. The Lewinsky Effect placed a tarnish on the first two-term Democratic president since Harry S. Truman. The characteristics of shame, infidelity, dishonesty, and imperfection were added to the list. The decline of the brand attributed to the defeat of the ‘king’s’ successor. A turnaround was needed. The brand was whipped and beaten. A resurrection was needed. In comes the second part of the brand, Hillary, launching herself on the national scene. In comes Bill working on international issues in concert with his predecessor. The brand reclaims some of its former glory. Skip a few years and Hillary sets out to use the Clinton brand as a kingmaker. She was unstoppable. Inevitable. Unfazed by the new entrants to the market. Unaware of the loss of brand equity. Unaware of the rising brand equity of Obama. She fights back. She fights, as some would consider, dirty, negative. She tarnishes the brand again. Bill fights back. He has a few Freudian slips. He tarnishes the brand. But where does the Clinton brand go from here? The brand equity is deflated…for now. The brand supporters are moving on. Can we expect to see the Clinton brand in the national spotlight again? What actions will the Clintons take to reclaim their brand? What will be the new defining characteristics of the brand? Marketers, grab a pad and pencil. Take note. Learn how to re-invent your brand by watching the next steps of Billary.

Article Tags: Bill Clinton | Billary | Branding | Clinton | Hillary Clinton
Filed under: Branding, Campaign Critiques, Miscellaneous, Quantas Ginn