Clinton & Obama: A lesson of losing control of your brand

Many of my colleagues (Mitch Joel, Shel Holtz, Valeria Maltoni) and I frequently speak to members of PRSA, IABC, and advertising agencies explaining as best we can how consumers now own the brand. Good will increasingly cannot be bought and the political season is giving us striking examples of the mechanics of how "web 2.0" - "new media" - "social media" (choose your buzz) have changed the landscape of both business communication and brand marketing.

Frank Rich has this in today's New York Times editorial page:

The Hallmark show, enacted on an anachronistic studio set that looked like a deliberate throwback to the good old days of 1992, was equally desperate. If the point was to generate donations or excitement, the effect was the reverse. A campaign operative, speaking on MSNBC, claimed that 250,000 viewers had seen an online incarnation of the event in addition to "who knows how many" Hallmark channel viewers. Who knows, indeed? What we do know is that by then the Yes We Can Obama video fronted by the hip-hop vocalist will.i.am of the Black Eyed Peas had been averaging roughly a million YouTube views a day. (Cost to the Obama campaign: zero.)

Ed. Note: Video inserted at the end of this post to save you a click-thru.

I have two points to make. First is to note the extreme shift in balance of power as to who controls your brand. Hillary is trying, some would say desperately, to control her brand and essentially trick people into voting for her. She (along with Bill presumably) are convinced they are the best for the country. The country, increasingly, is demonstrative otherwise. She can spend money and stage "staged" events with planted questioners, but we have learned as consumers of media as well as of products, when someone is "faking it up." (My favorite way to describe the traditional art of advertising's dark side.)

Second, one of the best measurements of how well your brand is being received, is the way that people play with it. Are they promoting you or are they disparaging you? It is not that hard to tell these days.

The great opportunity for business is that we can learn from the political season. We can observe how losing control can be tragic, comedic, and/or a fast trip from relative obscurity to leader of the pack.

Footnote Observations

1. It is still early on the date of publication of Frank Rich's editorial (cited above) and there are over 500 comments already posted. People have opinions and they want to share them.
2. My mom, a lifelong Republican, said she would consider voting for Obama before McCain because, "Obama has class." In this age of communication transparency, things like class definitely can shine through all the traditional mud-slinging.

Will I see you Honolulu colleagues at MegaComm tomorrow?

I am speaking at MegaComm 2007: Hawaii 5.0, the combined PRSA and IABC Annual meeting on Friday, Oct 12 in Honolulu, HI. I've re-produced the conference info for you here.

I am going to try to find time to mention this case study from Robert French, among other things. Thanks to Steven E. Streight for the referral on Twitter. Leave us your comment if you have any free advice for PR and Communications experts.

Advancing the Communications Professional • Friday, October 12

This unique program is specially designed to equip communications professionals with up-to-date tools and strategies needed to effectively influence Hawaii's unique culture, employ rapidly changing technology, and transform the economy. Join us for an enriching half-day event and learn from some of the most experienced communicators in our state.

Friday Oct. 12, 2007 - 8 a.m. to 1:30 p.m.
Japanese Cultural Center of Hawaii
2454 S. Beretania Street
Honolulu, HI 96826
Google Map Link

REGISTER ONLINE NOW!

Registration and Continental Breakfast - 8 - 8:30 a.m.

Exploring the Brave New Underworld of Web 2.0 - 8:30 - 10 a.m.
Exploring the Brave New Underworld of Web 2.0. This session will cover blogging as a business communication tool, and examine the new models for today's web success. A fascinating case study on mini or mass multi-media marketing, highlighting the development of a rich website for the 2007 CD release of Israel Kamakawiwao'ole.

Steve Petranik, 24/7 - News Editor, The Honolulu Advertiser
Roxanne Darling, Bare Feet Studios
Chris Kanemura, Entheos Interactive

Cultural/Community Engagement - 10:10 - 11 a.m.
What does it mean to proactively engage communities? Why is it so important and how do you ensure you are successful? Successful community and cultural engagement can be the critical link to helping you achieving your business and communications objectives. Hear how Robbie Alm, Hawaiian Electric Company's senior vice president of public affairs, and Dawn Chang, principal of Ku'iwalu Consulting, have successfully navigated their way through this challenging arena, successfully building community support for their projects.

Robbie Alm, Senior Vice President of Public Affairs, Hawaiian Electric Company
Dawn Chang, Principal, Ku'iwalu Consulting

Employee Engagement - 11 a.m. to Noon
Internal communications is a vital tool for binding an organization, enhancing employee morale, promoting transparency and reducing attrition. Even more critical is having an efficient delivery mechanism. How do you manage and deliver internal communications efficiently and effectively? Hear how Brandt Farias, First Hawaiian Bank's vice president of marketing; Doreen Griffiths, Grant Thornton's managing office partner; and Mike Gonsalves, Hawaiian Electric Company's video specialist, champion the communication processes in their successful and vibrant organizations.

Mike Gonsalves, Video Specialist, Hawaiian Electric Company
Doreen Griffith, Managing Partner, Grant Thornton

Luncheon - Noon

Keynote Address: Convergence Media - 12:30 p.m.
Nate Smith, President, Oceanic Time Warner Cable

Welcome to the digital age, where the melding together of different media has resulted in a seismic shift in the way we view communication. Nate will share how media convergence has brought a new way of doing things and what it holds for the future.

For more information: Call 585-7931 x105 or email darcies@hawaii.rr.com or Patrick Williams at email patwill9@gmail.com