today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

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Saturday, November 1, 2008

the mccain losing strategies - strategy # 1 : personality

WAWAM! will be looking at exactly the same things that a political analyst or strategist will be looking at in analyzing the campaigns. but WAWAM! will look it at from the eyes of a marketing and advertising man. these strategies and analysis can be written into marketing plans of brands and it will make sense and most likely work.

This is part 1 of a series on the Mccain campaign.

read about the Obama Winning Marketing Strategies here :

read about the US presidential elections here :


If there is a winning strategy, there is certainly a losing strategy. In marketing though, ts not as tough and iron clad as in other things like sports. In sports, once a losing strategy, it is always a losing strategy. Applying the same will not to reault to anything else but a loss.

That is not the case in marketing. In marketing, a strategy may not bring the desired result for one brand in one category but the same strategy can succeed for another brand in a different category.
One example is pricing. People might find it strange that very low pricing may work well for shampoos but that might not necessarily work for certain brands of cars for example. Yes, that is strange but that is how it goes in marketing.
The Mccain campaign employed certain strategies that in my view were losing or within the spirit of the above, weak strategies that did not work well for them.
  1. Core strategy of 'Personality', pursued from the start appearing in different forms across the campaign period. The Mccain campaign was loudest on making personality as a key campaign issue be that of their opponent, Mccain himself and even in his VP choice. At some point towards the latter part of the campaign, they were so stuck on it that they missed an important opportunity that they allowed the Obama campaign to preempt them on it.
The Mccain campaign has spent perhaps too much time on making a point on personality issues on Obama, like for example his being inexperienced. This started early on but they keep bringing it up throughout the campaign when it seemed convenient to them.

They also contrasted that with a personality pitch for Mccain - his being war veteran, spending 5 years in vietnam as a prisoner of war, Mccain as a maverick.

His choice of Palin, we believe was also based on a choice based on personality - either as a balancing or counter choice to Mccain's personality and the fact that Palin was female and even a desire to present Mccain as a maverick, a personality trait.

Most recently, the Mccain campaign hit on Joe The Plumber, again consistent with the personality core strategy. While we agree that Jot The Plumber was a success, it does build on the point we are making here. Joe The Plumber was not much of a speaker nor was a real draw but it certainly got a lot of press and attention. His contribution to driving desirability, however is uncertain.

While personality may get a lot of recal in the press, it did not seem to matter much to the consumers or the voters. The voters were faced with real life national issues like the Iraq war at the start of the primaries to the economic collapse towards the middle and last part of the campaign. Apparetnly, the American voters are very much issue oriented rather than personality oriented.

On the other hand, the Obama campaign was very much an issue oriented campaign. While the Mccain campaign was enjoying the ride they got with Palin, Obama unveiled his economic plan, something that the Mccain campaign forgot to do. The Mccain campaugn eventually unveiled their own economic plan but it was about 2 weeks late and that was the time when the US stock market was about to take it's most devastating loss.

Contrasting this to the Obama seem to be pointing to that classic marketing question - should we go on form or on content. In this election, content seem to be the key driver.

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