Comments on: How 1984 Influences 2008

By: David Reich

David Reich — Thu, 22 Mar 2007 03:49:08 +0000

This is why I hate politics. It brings out the worst from the worst people.
Anonymous attack ads. More to come, I’m sure.

By: Mack Collier

Mack Collier — Wed, 21 Mar 2007 19:44:26 +0000

“In any case, I am looking far more forward to surrogate ads than the broadcast ones (yawn).”
I wonder if that isn’t the true message behind this spoof? Is it an Obama supporter slamming Hillary, or is it citizen media slamming broadcast media?
Apple’s 1984 is arguably the most recognizable ad of the last couple of decades, maybe of all time. But in 2008, all it will take is one YouTube going viral, to suddenly capture the nation’s attention.
I think that’s the real message here. In 1984, citizen marketers didn’t really have a way to instantly get their message out to the world. In 2008, they will.
Which is why 2008 won’t be anything like 1984.

By: CK

CK — Wed, 21 Mar 2007 17:55:33 +0000

Really enjoyed this post. I too love metaphors. But being that it’s Hillary’s mug up there isn’t this rather literal? I know they’re drawing the analogy that she’s just as big bro, all-talk as the rest of ‘em, but the original Apple commercial didn’t actually place IBM up there. Whatnot.
A couple things that resonated with me:
1)”Surrogates can say what is politically impossible for a brand (or candidate) to say; and often, this will carry far more weight than a paid for, branded message.” Well said. I think this was planted by O’s team but, nonetheless, you are spot-on in that we’re going to get to know this–and leverage it–very well.
2) Love this line from Cam: “In politics, putting a brand on your opponent is probably more effective than attempting to brand yourself.” Very well said, Cam. I shall steal that line from you lots .
In politics the rule seems to be “when you’re in the lead, play to your strengths…when you’re not in the lead prey upon your opponent’s weaknesses.” (It’s likely the same in all branding, not just politics). But with viral and RSS technologies now all these surrogates can harp on these weaknesses. It will be interesting to see which citizen marketer pieces rise to the top/cut through the clutter. And which so-called CM ads are called-out as obvious “plants”. Look for some battles there.
In any case, I am looking far more forward to surrogate ads than the broadcast ones (yawn). Denny, by looking at these campaigns you’re not getting political you’re just being analytical and sticking to marketing. Really.

By: Cam Beck

Cam Beck — Wed, 21 Mar 2007 13:56:53 +0000

Stephen – Interesting post. Welcome to the dark side. Yes, this qualifies.
Hey… Last night I read the first couple chapters of “Made to Stick.” What I find interesting so far is how often an idea doesn’t even have to be true to have legs. Who was it that said, “A lie can make it halfway around the world before the truth even has a chance to get its boots on…” or something like that…
In politics, putting a brand on your opponent is probably more effective than attempting to brand yourself. It’s easier to get a majority to distrust a politician than it is to get a even a plurality to trust another. By the time anyone really starts paying attention to the substance of the candidates, it will likely be too late to counter the negative brands that the candidates have acquired, IMO.