John Tantillo’s Winner and Loser of The Week

Brand Winner...	And Loser...

John Tantillo’s Winner and Loser of The Week: 

Winner:  The American People

Loser:  Governor Chris Christie       

Winner: 

As 2011 begins, I want to salute a great brand: the American people.

The last two plus years have been tough, but the American people have shown their resilience and the strength of the American dream.

Let’s face it, millions of people don’t arrive here to start new lives because of the promise of free health care –they come here to be free.

As I’ve said before, most Americans don’t want permanent government help, they want situational help that will allow them to help themselves.

That’s been the message of the Tea Party and the mid-term elections.  And if the Democrats want to stay in power, they will finally have to absorb this lesson.  I wouldn’t bet on this happening (but keep an eye out for the dynamic Evan Bayh).

Bottom line, never sell the American people brand short.  We may be a motley bunch but we are possibly the most hopeful and optimistic people on the planet and we tend to meet (and exceed) the challenges we face.

So Happy New Year to a great brand!

Loser:

One brand characteristic of the American people is fairness.

Fact is, Americans can forgive mistakes in their politicians especially if the mistakes are understandable, the politicians are hard working or there are extenuating circumstances… But, folks, woe to those politicos who are perceived as thinking of themselves first and the people second.

Governor Chris Christie of New Jersey is our loser of the week because he has done just that by staying in Florida while his state was buried in up to three feet of snow.

Bottom line, if you are the governor of a state experiencing a major blizzard, you move heaven and earth to be with your people.

He did not do this and no amount of excuse-making will help his brand. 

If he wants to heal his brand, what Christie needs to do now is acknowledge this whopping mistake, ask for forgiveness and then show by subsequent action that this was an anomaly. 

Brand image starts with brand integrity.  Christie needs to show through his words and actions that he is not aloof from the guy and gal on the snow-covered street.  Christie is already controversial enough as he does the hard –but necessary—work of facing down unions and getting his state into fiscal shape… he simply cannot afford to be seen as just another politician who holds himself to a different standard than those who elected him.

It doesn’t look good.  Here is a Christie quote on his Disney World trip: “I wouldn’t change the decision even if I could do it right now,” he said. “I had a great five days with my children. I promised that.”

Can you imagine FDR saying something like that during the depths of the Depression?  Or almost any other leader during any major crisis?  The statement sounds arrogant, it sounds entitled and it overlooks the fact that his place was in New Jersey and with New Jerseyians –not in the Florida sun with Mickey Mouse. 

Wow!  This is the kind of mistake that can end a brand. 

Governor Christie, it’s your move.

And, remember, things are always easier when you keep marketing and branding in mind.