Hillary as “Sensible Shoes”

By Norman

As a former marketer, this AdAge posting on Product v. Brand in the Democratic presidential race really strikes a chord…and not just because of the jargon, but because the contrast is instructive for candidates everywhere. Snip:

I think the electoral process works pretty much like the shopping process: You’ve got one or two things that you really require. Everything else in the way of rational product points is really secondary. You’re left standing in front of that display (or punch card) while making a decision about what story is the most compelling to you.

New York, by last count a stalwart Hillary market, is full of ad people. How have we, the experts, let her become sensible shoes? (And the ultimate question, how do sensible shoes stack up versus vintage shoes?)

In some ways, this is an look inside the mind of irrational voters. But it’s also a look at what motivates consumers…whether they are buying shoes or political candidates.