Rand the Brand

Senator Rand Paul is officially entering the GOP presidential sweepstakes today. That’s not really news (he’s been planning on a White House run since he took his Senate oath in 2010).

The real news is how his campaign is being marketed. This isn’t your traditional campaign (see the official site of Ted Cruz, for example). Rather, Paul is more like a pop-up store. And it’s the store on his website that’s getting all the notice today — so much so that’s it’s getting a bit balky.

If you can get the page to load, what do you find? Young people wearing Rand Brand gear. “Rand Fashion is cool,” says one of the slides. And a cool, young demographic is what this campaign is all about.

There are signs and magnets, of course. Plus shirts, socks, hoodies, “burnout” tees, and a sling backpack. There are blankets, beer koozies…stuff you can take tailgating or wear around the quad.

There are also Rand Brand floor mats for your car, a Rand iPhone case, a Rand skull cap (because nothing says “hipster douche” like one of those). And let’s not forget the Rand skins you can slap on your Beats headphones.

All reasonably priced and ready to move — because Rand is cool and you want to be too.

What’s his tag line again? Something about taking on the Washington establishment.

But that’s got nothing on the Rand bag toss game, the Rand flip flops or, what is sure to be THE ITEM: the “NSA Spy Cam Blocker”:

That little front facing camera on your laptop or tablet can be a window for the world to see you – whether you know it or not! Stop hackers and the NSA with this simple camera blocker. Safe and practical.

It’s essentially a sticker — with a big “RAND” on it. Cute, and only $15.

Forget the ideas and put down those position papers. Rand is a brand. A cool one. And it will be wildly entertaining to watch which version of Rand Paul gets more traction — the label or the pol.

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