Field Notes Inside an Integrated Communications Agency

Earlier this week, I published a commentary  piece in The News & Observer that attempted to capture the commoditization of the political process in the term ‘branditics.' 

In a nutshell, branditics is the fusion of branding and politics that often results in over-simplified messages, bigger-than-life promises and, if the current administration is any indication, a brutal hangover the next morning. 

You may be able sell politicians as brands, but at some point successful candidates have to lead by negotiation and consensus - and that's where being boxed into a brand can cause trouble. 

What does New Hampshire add to this picture?  Well, an oldie but goodie has roared back onto the branditics stage - John McCain driving his Straight Talk Express. 

But the big news is that the fierce back-and-forth of the primary so far is working against branditics.  Obama, Clinton and Edwards will hold each others' poor, sore feet to the fire - making sure there's substance to back up the style.  Ditto the Republicans, who will probably be playing a tough game of catch-up all the way up to election day.      

Mitt Romney's speech yesterday was a bold move that evoked favorable comparisons among many pundits and observers to the much revered John F. Kennedy. But was it a wise choice for the candidate to put himself and his controversial beliefs in the spotlight? My unequivocal answer is, yes. Here are just a few reasons why: 

The issue was already the elephant in the living room. You could not read an article or watch a news report that alluded to Romney without some mention of his faith. By addressing the issue head on he has been able to own the issue, better control the message and put himself on the offensive.

He had nothing to lose. According to polls, one-fourth of voters admitted that they would not vote for him solely because of his Mormon faith. Stepping up and facing the critiques with a well-covered press conference pushed voters to question their rationales and prejudices. Shining a light on this type of prejudice is the best cure.

What  better affinity brand than JFK. A Google search of mentions of JFK's 1960 speech about his Catholic beliefs in just the 12 hours after Romney's speech returned more than 1,300 hits. Talk about riding coattails. Even though the two approached the issue differently, by following the path of one of the most revered and respected leaders of modern history, Romney has positioned himself as this generation's JFK on this issue. What better way to appear presidential than to be associated with one of the highest rated Presidents in history.

Politics and religion are the ultimate taboo subjects according to some. By tackling the two in a straight-forward and respectful way, Mitt Romney has created an opportunity for his campaign to move beyond the issue and positioned him as presidential and electable. Will it be enough to get him to the White House? Only time will tell.