The competitive landscape in the 2008 Democratic presidential campaign has changed significantly since Tuesday morning. What does this do to the marketing strategy I suggested for Hillary Clinton a mere 24 hours ago? Let’s see.
My major points were:
- Hillary Clinton should stress her status as a woman. Yep, that sure was right.
- Clinton should tell this story by emphasizing her unique advantages versus other women’s lots in life. Hmm, maybe that one isn’t so necessary. She seems to have told it just fine her way. And my suggested strategy has some risks.
- Clinton should play defense but not offense in trying to redefine “change.” That’s pretty much what she’s doing now, and it seems to be working. Nobody’s making fun of those “Ready for change” signs waved at her rally.
- Clinton should stress her track record of achievement. This one may not be needed, and it carries some risk of making her seem wooden or not-for-change again. Even so, I think it would be wise to have an aide get the more objective story ready, in case it turns out to be needed after all.
- Clinton should continue to hammer at Obama’s lack of experience. Yep. That seems to be working.
- Clinton should push likability. That was obvious. And she has done a beautiful job of it.
- In particular, Clinton should reach out emotionally to younger women. I absolutely still believe that.
- Hillary Clinton should use Bill Clinton as a surrogate. Actually, much of her New Hampshire win is ascribed to distancing herself from the Bill Clinton legacy, so I’m less sure of this opinion than I was a day ago. Even so, as Super-Duper Tuesday approaches, it will be necessary to fan out as many teams of powerful messengers as possible. And Bill Clinton can surely lead one of the strongest such teams. Maybe it should be a Bill-plus-Chelsea Clinton team, to reduce any back-to-the-past negative reactions.
- How to market Hillary Clinton more effectively
- The women’s strategy I had thought up for Clinton
- The extent to which marketing “change” makes sense