Our pledge of allegiance mentions something about being “One Nation,” and being, “Indivisible,” right?  Unfortunately, it’s been so long since I’ve heard it, I may have to check my facts on that.

After watching the State of the Union address, I had to reflect on how, with ironic timing, President Obama’s points called out the divisiveness and partisan wrangling that has burdened our government.  Opening his speech, he offered a basic testimony to the past struggles our nation faced and how solutions were made:

“And despite all our divisions and disagreements, our hesitations and our fears, America prevailed because we chose to move forward as one nation, as one people.”

One Nation… Right?

I sensed his frustration. His pleas to each side of the isle were compelling.

“To Democrats, I would remind you that we still have the largest majority in decades, and the people expect us to solve problems, not run for the hills. And if the Republican leadership is going to insist that 60 votes in the Senate are required to do any business at all in this town — a supermajority — then the responsibility to govern is now yours as well. Just saying no to everything may be good short-term politics, but it’s not leadership. We were sent here to serve our citizens, not our ambitions. So let’s show the American people that we can do it together.”

(You can read the full State of the Union address here.)

And here’s how I turn this into a post about marketing…

As I listened to Obama, I almost felt as if he’d read my last blog post about good branding being in the eye of the beholder. (President Obama, if you’d like to comment, that’d be great!)

My underlying plea from that post was about being stronger as a marketing communications community.  It was about stopping the finger pointing and accusations of inadequacy.  It was about stopping the abuse of those trying to do good for their clients and being more aware and supporting the community we all try to make a living in.

Whether you consider them a competitor, a colleague, an associate or even an enemy; solely pointing out what’s wrong with a campaign, plan or design does nothing productive.  Does it offer benefit to your clients?  Does it offer benefit for their clients?

How does it reflect on your own brand?

So, for those of you working in, for, around, or on behalf of a client – ANY client, maybe this will help:

“I pledge allegiance to the Brand and the value proposition of our Client; and for the return for which we aim, one agency (or Nation), under God, caffeine crazed, with creativity and reward for all.”

Say that every morning, with your hand over your heart, as you stare at the coffee maker.  Maybe it will help remind you that we’re all in this to support the clients and our community. We’re all in this to make a better world for our children.  But most of all, we’re all in this together.

One Nation…

Keep Cooking (TRUE benefit for all)
Andrew B. Clark
The Brand Chef

Politicians… I hate ‘em. They offend me. They make me want to punch something – like a shih-tzu (although they already look like someone got there before me). Politicians spew, expound, wax poetic, twist, massage, and congeal the language that I cherish into convenient, little, sound bites and slogans that, from a branding and marketing standpoint, make me want to puke.

Today, my ire turns to *Hillary Clinton and her cronies…

At her Senate confirmation hearing, Ms. Clinton defined her (intended) approach to diplomacy as “Smart Power.” Describing it as, “…using the full range of tools available to the United States, including diplomatic, economic, military, political, legal and cultural tools.”

After some thought – and a little digging – this slogan, this “catchphrase” Ms. Clinton and her staff so strategically thought up sounded like more of the same regurgitated crap that lost her the presidential nomination bid. And it is.

Case in point:

“Soft Power,” (notice the subtle difference) first theorized and then published in a book by the same title, by Joseph S. Nye, Jr., professor of International Relations at Harvard, outlines his position as,

“The kind (of power) preferred by certain thinkers and political scientists… (that includes) ideals, diplomacy, moral authority. All about hearts and minds.”

What the hell? Am I wrong thinking that Hillary (and every other politician) needs to stop trying to speak in “marketing-eze” and that they really need to start thinking for themselves?!?

You know what, Hillary; the Senate is a group of pretty smart folks. I don’t think you need to dumb it down for them. Or are you so unsure of your ability to perform the job, you need to create these nifty little catchphrases to gloss over the facts? Just do your damn job already.

Rob Frankel, a branding expert and author of “The Revenge of Brand X.” said, “Essentially, ‘smart power’ is just more evidence of how bad the communication coaching Hillary Clinton gets and probably cost her the (presidential) campaign.”

And Alan Siegel, founder and head of Siegel + Gale, a considerably credible branding, marketing and communications consultancy, described “Smart Power” as an “unfortunate choice of words.”

Amen. (my choice of words)

From a marketing and communications standpoint, this was a bad choice. Unoriginal. Uninspired. Trite. Redundant. From a political and, may I say, professional standpoint, I’d suggest firing your communications advisers and simply getting down to the task at hand…

Maybe I’m just sick of the rhetoric. Maybe the recent campaign was too much. Maybe after another cup of coffee, I’ll see the advantage of using slogans and tag lines in politics.

Then again, maybe not. ‘Cause politicians and the sort make people disregard – no, dare I say HATE what I do for a living… Stop trying to market and do your damn job already!

That’s it in a rant… what do you think? Politics and marketing. Do they make good bedfellows?

Until next time…

Keep Cooking!
Andrew B. Clark
–The Brand Chef

*Spineless Disclaimer – I’m not anti-Hillary, and this is not intended to be a direct assault on Ms. Clinton. I think she is incredibly intelligent with MUCH to offer our country as Secretary of State. So, please comment accordingly.