The esteemed Arizona State University Regents' Professor of Psychology, Robert B. Cialdini, published the quintessential book Influence which describes how to manipulate people through specific marketing techniques. In this book he describes how people are put into positions of saying yes when they really wanted to say no. The book examines how human psychology is subject to influences that reach into the subconscious and trigger actions that don't make any logical sense. Previously these techniques have been used by sellers to get you to buy something that you didn't want. In election 2008, these same techniques were used to market a presidential product and they worked. I guarantee you that buyers remorse probably set in by Friday November 7th when the ersatz candidate removed all previous "promises" from his website.
Republicans as usual believe that elections are about issues. In a country that is center-right on all issues, it makes logical sense to think that the people would vote their values. So they spend their time and limited resources speaking to people about taxes, freedom, liberty and life. In a fair and free election on issues they would win hands down. What they are unwilling to admit, however, is that the left also knows this and refuses to engage in a discussion on the issues. They know that they are toast if they do so. Instead they create an image and sell that instead.
A few examples will suffice. John McCain challenged Obama to join him in a series of town halls across America to showcase the different points of view each held and to give the people a chance to see the differences and make a choice. But the tall drink of icy water refused. Why? He knew that the campaign wasn't about issues. For him it was about power. Next point. During the debates Obama looked like he was bored stiff. He sat back and looked as his nails. As one commentator put it, he looked like he was preparing to go on stage at an R&B concert. When it came time to speak, he regurgitated his script being sure to use "change" "George Bush" and "tax cut". While it was clear that John McCain won each debate on ideas, those polled consistently said Obama won. Why? He was the QVC of the presidential product line. He didn't have to say anything because he had become a brand.
By refusing public financing, his brand spent over $650 million dollars on a marketing campaign that had nothing to do with the truth. We will probably never know how much came indirectly from Soros and foreign operatives (Al-qaida anyone?). So what is the lesson to be learned here?
If Republicans keep acting like the British troops in the American Revolution they will continue to lose. Take a lesson from history. While King George's boys marched in formation which was the gentlemanly way to wage war, the American revolutionaries used guerrilla tactics and won.
Campaign 2008 marked a new era in politics. Republicans must reclaim the American brand. They must use the best tactics. Don't buy into an ersatz product. Reagan knew how to do it. Let's start today to rebrand and win.
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