The Airing of Grievances
Friday, May 14, 2004
From CNN.com (scroll to the bottom)
"One of the best pieces of recent news for the Kerry presidential campaign may have been lost in the news of the last two weeks. John Kerry has enlisted Apple founder and CEO Steve Jobs as an informal campaign adviser. Why the big deal, you say? He's just another tech titan.
Actually, Jobs is more than that. Indeed, Steve Jobs is one of the most talented marketers of the last 50 years.
From personal computers to music over the Internet, he's always known how to make necessities (even commodities) seem cool. Now his marketing expertise may help Kerry seem not only necessary to voters, who may be increasingly weary (and wary) of the president, but he may also help Kerry seem distinctive and appealing.
In short, Steve Jobs may help the Kerry campaign "think different" and build a clear and compelling political brand.
A strong and appealing brand could help voters put all of Kerry's policy proposals and personal story, his pluses and his minuses, into a positive, catchy package.
George W. Bush did this in 2000 when he labeled himself "a compassionate conservative." Steve Jobs can help John Kerry find a similar short-and-sweet moniker."