Our friend Prof. Livingston points out that David Brooks recently urged Republicans to “stylistically decontaminate their brand.” Then Livingston waggishly asks, “Is decontamination something you brand guys regularly do?”Well, yes, actually, it is – (and thanks for your question). Brand consultants stylistically decontaminate all the time. Whenever an organization reeks of pestilentially undifferentiated and alien expressions, the working brand consultant dons a bulky hazmat suit and rids the place of such organisms, which compromise brand strength. Then the expert fertilizes all the well aligned products, policies and messages, thus enabling the brand to flourish.
Oh, then we spray the afflicted client with a mist of hemlock and mint, which generally does the trick.
Of course, the procedure’s technical term is not stylistic decontamination. It is (in the long version) “expunging activities and communications that are not aligned with the organization’s brand voice.”
In addition to stylistic decontamination and expressive fertilizing, brand consultants offer substance abuse – also known as “message generation” – host teddy-bear picnics – called “focus groups” – string clients’ offices with color-coded concertina wire – technically referred to as “brand guidelines” – and scrape and repaint the insides of our clients’ closets – under the rubric “employee branding.”
Yes, Brooks had it right. The Republican Party – that run-down coop of ranting, headless chickens – could use a good going over with the hose – also known as a brand identity engagement.
brandsinger
4 comments:
Very good. After the decontamination, perhaps you can help the G.O.P. can pick just one core idea - I'm only asking for one - that can be carried forth with unity into the next mid-term election. It can't be a tax protest, or a movement to restrict gay marriage. It has to be big and unequivocal, and resonate deep in the heart!
You said it, my anonymous friend. The Republicans need an idea... something that ain't no to taxes and gays. Something that is about hope and opportunity... They won't find it, however... unless...unless someone steers them here to us at brandsinger.
Isn't it fair to say that the Republicans have become their own obstacle? Is it even to possible to change the brand image of a party that is so adamant in core values that are very much conservative? In other words even if a revitalization of the brand came about, how could we even expect for acceptance of such a drastic change over night by those who have stood by these ideologies since the inception of the brand?
Jarrett! Good thought. How can a leopard change its spots, eh? The problem with Republicans is that they don't know who they are, what to do or what to say.
I've never said they should try to be other than they are. Revitalizing the party cannot = becoming more like the Democrats.
Branding is interpretation. Republicans have to reinterpret their brand identity for relevance in the modern world. My recipe -- given here last year -- look to Lincoln. Find your party's soul there with the Great Emancipator.
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