January 2009
Eye Askant
Governance and political campaigns from a marketing perspective.
Ambitious and Ambiguous Obama
With the economic imbroglio America is in, Obama's government will be demanded the moon and half the firmament, not to mention jobs, cheaper gasoline, and an end to the Iraq war.
But I am ready to wager a professor's paycheck that the Obama presidency, judging by the way they managed the campaign, will be less of a disappointment. His campaign was distinguished by efficiency and decisiveness. The direction, the campaign strategy, the nuances and color and tone were decided early in the campaign and decided with the candidate in full view.
But there will be disappointment. Firstly, because the promise was large and ambitious. To be ambitious, it was ambiguous by design. The "consumer's" takeout of the campaign was not about the economy or Iraq, but of change. There was no topic bigger than the proposition of change. An American Catholic, patiently waiting in line to vote early, was asked why he was choosing a man who was pro-choice and pro-gay. He replied, "there are bigger issues." (I can imagine the folks at the Obama advertising agency exuberantly giving each other high-fives after seeing that clip).
Clinton failed because she was too embarrassed to go the whole hog on the positioning that had the most potential. The woman lost because she disrobed her woman-ness. Her advertising campaign promoted her like any other candidate, in the trenches, in talking head commercials, throwing dirt and answering accusations ad after ad, appealing to reason rather than to the heart.
The first woman presidential candidate chose to be considered as the candidate with experience, tough, voluble and equipped with facts and figures and know-how and very like a man, at times with gritted teeth and staring outward. She could have been presented as the efficient "let's-get-the-job-done" woman we all know, or the strong and wise mother for a hurting nation. Obama was, from start to finish, bright and young, charismatic and rhetorical -- and black. Never mind that he wasn't, in Jessie Jackson's words, "black enough" in priorities, principles and genes. In short, he was change in the flesh, "Change You Can Believe In". What Obama did with skin color, Clinton didn't with gender.
Even if the spectacular set of problems he faces miraculously disappears overnight, Obama will still disappoint. The factor is time: four years is too short to use the concept of hegemony, to create the culture of common sense values to win consent and consensus. But that is subject for another article.
Why governments disappoint.
The first woman presidential candidate chose to be considered as the candidate with experience... tough, and very like a man
About the Professor
In his 35 years in advertising, Professor Pozon has been been involved, in varying degrees, independently and as an agency man, with political campaigns.
Continued: One Loved Filipino President
ARTICLES
The Candidate as a Brand: The politician is really very like a product. He needs to be known, his image easily recognized, his attributes and skills understood, his platform and promises made familiar to -- and desired by -- his target audience.
Why governments disappoint: Why governments can't win the governed.
Sa Bahay na Malaki: The Search for a Leader: It's not about poverty, or corruption or the economy. The political landscape is feudal, very feudal.
The City is a Country: Why a mayor is more equipped to run a country than any senator.
Advertising Lessons for Public Servants: Promil or presidential, the goals and methodologies are the same.
Creating Anti-hegemony: Opposition shouldn't just oppose, it should create and promote an alternative and viable ideal state.
Villanueva in Retrospection: The Curious Crowds of Bro. Eddie.
Pastor Ed Lapiz on the Villanueva bid: A staunch supporter writes about the BEV campaign.
Presidential campaign advertising commercials Philippine politics marketing strategies Villanueva TV spotspolitical campaigns from a marketing perspective Villanueva Noli De Castro Bishop Abante Velarde the religious voter SWS Pulse Asia Osmeña and Alfredo Lim Villar