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Loading ...When Ms. Palin burst onto the scene in early September, she was presented as a middle-class everywoman. Images of her hunting moose, holding her babies, shopping at the local store in Wasilla, Alaska all supported that image. It connected with rural woman and men proud to see “one of their own” on the national stage.
As information was reported last week, the image the RNC wanted her to portray of an ordinary hockey mom conflicted with the reality of clothes from Saks and Neiman Marcus. A $2500 designer jacket made the everywoman image a mirage – she was every bit a woman out of reach and possibly out of touch with the every woman they wanted her to be.
Michelle Obama was on David Letterman the night of the report and referred to her own outfit from Target. Ouch.
And by anyone’s account those Katie Couric interviews of Ms. Palin did not show she was ready to lead the most powerful country in the world.
My point to business owners is that while ad agencies large and small are getting more work than ever to come up with powerful messages and branding, it can’t be an image that is in conflict with reality. You don’t get points for deceiving people, they shut their wallets or close their ears to you.
For example, you can’t show a picture of friendly, helpful employees unless you actually have them. Marketing can’t do the heavy lifting of the actual experience.
Regulars will look past the dirt, the pieces of leftover Valentine’s decorations, yellowing tape on the windows, broken or cracked counters, etc. and wait for your employee to wait on them.
But new customers will take notice. After all, they were attracted by something – your clever ads, your mailers, your sponsorship of the local charity, etc.
When people are willing to give you a look, make sure it is consistently the real deal – not a mirage. Are you listening Macys, Lord & Taylor, and Brooks Brothers?
