Hillary Clinton's sneakily brilliant launch

[DemocratSinceBirth]

This week, Hillary Clinton surprised the world yet again — not with the official launch of her campaign but for the unconventional way she did it. She sure pushed the envelope. With her video, new logo and road trip, she opened a long communications campaign not only to "rebrand" herself but to completely reframe who she is, what she stands for and how she intends to run.

...

But from a marketing perspective, her launch may have been much more successful than critics think. The YouTube announcement video took on the central strategic challenge for the campaign and candidate: To flip Clinton's message from self-absorbed "I" to empathetic "we."

While critics may sneer, it is hard to deny that the image it projects of Hillary is more confident, fresher, simpler and forward-looking, with even a bit of the upstart feel of two of the most successful product launch companies, Nike and Apple. Clinton's team may have begun to create an empathetic relationship with voters that has eluded her in the past, most crucially when she lost the nomination fight to Barack Obama in 2008.

In marketing terms, rebranding is a strategy to bring a new name, term, symbol or design to an established brand with the aim of developing a new identity in the minds of consumers. Reframing is a strategy that goes further: it seeks to change how a consumer (or voter) emotionally experiences an established brand.


http://www.cnn.com/2015/04/17/opinions/pease-hillary-clinton-launch/index.html

[Cha]

1. ..

[In_The_Wind]

2. DU Rec!

[libdem4life]

3. Thought so, too. I've been standing back personally, but that video was not only feel-good but

features others almost the entire time...families, workers, small business, LGBT. She's had to be tough to get where she is. I mean, does anyone remember when Rush repeatedly called her daughter, her only child, Ugly? And there was not a peep from either her or Bill. And the humiliation of her first attempt at Socialized Medicine? Pillow Talk? Go home and bake cookies, etc.

Now I think she's not having to continue to erect walls around herself and Her Family. So yes, being a Grandma and being very smart about her announcement...and she'll wait until the Rs bloviate and chop each other up...and, I think, take the high road.

She is definitely rebranding herself.

[JDPriestly]

4. Just like the launching of the New Coke.

Remember that one.

The amazing genius of America's marketing experts. What a thrill.

How genuine can you get?

It's all about authenticity -- bought and paid for.

[DemocratSinceBirth]

6. The launching of New Coke was the brainchild of FOX Democrat, Pat Caddell, and was a disaster.

This roll out, strategically and tactically, is going well... The goal of a candidate is to get elected. The goal of a business is to get you to buy their goods. That is the basis for judging the roll out.

[JDPriestly]

7. I thought it was very weak, but then that is just my opinion.

It looks too manufactured. I'm still wondering whether Hillary's campaign hired the actors. From the view in Los Angeles, it sure looks like it.

We shall see how well Hillary's ad campaign sells in the long run.

[DemocratSinceBirth]

9. I am in L A as well-the SFV to be precise.

The criticism of it is it looked like a State Farm commercial...Well, that means it is working because State Farm is one of the largest if not the largest multi-line insurer in the nation.

[Spitfire of ATJ]

5. "They sell us our presidents the same way they sell us our clothes and our cars."

[whereisjustice]

8. She used technique similar to those pharma ads, bliss, comfort - except she doesn't have to list her

side effects - so I'll do it here:

more war
more drones
more nsa spying
more jobs to asia
more deference to wealth and power
more poverty
more wall street deregulation
more legislation developed by corporations
more money in politics
more conflicts of interest
lower wages
less accountability

In then end, seems like she's not really new, she's just a slightly altered version on an older product which has proven to be ineffective to the majority of Americans.

And just like Pharma's deceptive marketing, Democrats are demanding it without thinking twice about it.