Fascinating piece in today’s NY Times business section on How Sarah Palin Became a Brand.
Whether or not you agree with her politics, I think you have to admire her brand-building skills.
From the very beginning of her vice presidential candidacy, I think that some of us were too quick to dismiss her.
As in all marketing, it’s extremely important to see your product not through your own eyes…but through the eyes of the potential target audience.
While she might not play well in the more liberal blue states, her brand of “aw shucks”, little guy fighting the system is certainly resonating with much of America.
Enough so that she is now a best selling author and TV personality.
Even the so-called “tragedies” in her life (grandchild out of wedlock, Downs Syndrome baby, even losing the election and giving up on Alaskan politics) have mostly been spun to her advantage to present her as a regular “hockey mom” with trials and tribulations to overcome. Just like regular folks.
And another lesson from marketing…never underestimate the power of packaging. She’s extremely telegenic and with the glasses and the hair comes across as a slightly more glamorous and stylized hockey mom. One many women aspire to.
John McCain understands the power of the Palin brand. It couldn’t have been an easy request to make given their history, but he asked her to stump for him a few weeks ago during his campaigning for re-election in Arizona.
I wonder when the rest of the world will stop dismissing her and see her as a growing brand, and a potential formidable entry on the political scene.
That’s my point of view. What’s your twist?
What do you think of the Sarah Palin brand?