We have awakened from our dogmatic slumbers. For weeks Brandsinger has been dormant – our celebrated wit turned witless. Autumn arrived to find our senses dulled by damp days and drudgery.
Where were the exciting brand subjects? GM ditching Saturn and Hummer like a snake sheds unwanted skin? Not worth putting finger to keyboard. The Beatles back from Hades thanks to video games for people pretending to play guitars? Ah, the Beatles as a brand – as interesting as Shredded Wheat.
For weeks, ennui ruled brand-dom – and Brandsinger slept.
But today, a great brand has roared to life and seized our attention! Like a Yankee clipper surging forward under a fresh breeze, the mythic Republican Party, the Party of Lincoln, Reagan and Teddy Roosevelt, has swept off the cobwebs, pounded its chest and launched a muscular attack against… against… it has sounded the clarion c-c-c-c…all. It has… rumbled like a volcano and… uh seized the opportunity to make a bold… It has… It has what!? The Republican Party has ferociously attacked the despised Barack Obama for receiving the Nobel Peace Prize!
Yes, this Republican Party, a once-blue-chip brand of depth and dignity, of power and passion, the Party of Emancipation of African slaves and lower taxes for wage-slaves, has bellowed out a sadly peevish reaction to the Nobel Committee’s favor to Obama.
Writes Michael Steele, Chairman of the Republican National Committee: “It is unfortunate that the president's star power has outshined tireless advocates who have made real achievements working towards peace and human rights. Even the normally fawning media have expressed shock at the clearly political and unmerited award…” and so on.
In his letter, Steele – leader of a once-magnificent force that energized American politics in the 1980s with vision and humor – begs supporters to rise up and take the occasion of Obama’s award to toilet paper the Presidential residence, accidentally spill coffee on the President’s wife, stick out their tongues and yell liar.
“Help us remind the Democrats that trendy slogans and international esteem don't create new jobs for Americans…” – This is a brand that seeks popular support? Steele and the flounderers leading the Republican Party seem to want their brand to stand for infantile peevishness. They are wasting precious equity. They are taking a brand – Republican Party – that stood for wise principles and repositioning it as a fount of petty bickering. They are turning an esteemed name – Republican – into a synonym for spite.