How not to sell "Brand Romney"

If there is one thing the 77-slide Romney powerpoint illustrates - leaked to the Boston Globe - it is how not to go about "selling Brand Romney." I realize that today we have started to commodify presidential candidates. We wrap them in a nice, shiny packages for the public and sell, sell, sell! We have taken the lessons of advertising, public relations, and branding to heart in how we structure political campaigns. Campaign politics have become more about creating a "brand" identity, then actually talking about meaningful issues.

It seems to me though that people are tired of being treated like idiots. We ahve heard enough about character and looks qualifying a president. We are tired of being told that we should elect a candidate because he has good or bad hair. Hair has nothing to do with POLICY. Yet, for corporate CEO's, it is all part of the packaging - which at times sells the product more than the actual qualities themselves. This "branding" notion is reflected in the misguided Romney campaign strategy.

Ultimately, the powerpoint presentation is just an example of bad PR. The fact that the document was leaked, alone is a PR nightmare. But, for Romney's sake, it might be better that the strategy was leaked - at least now he has reason to start over and change what was a surefire strategy for defeat.

So here are some suggestions for the Romney campaign - lets call it PR 101.

1. Next time you write a PR plan - DON'T LEAK IT! Lock down a reliable campaign staff that will be honest with you. The key words here: trust and honesty. You need people who you can trust not to leak sensitive information, and who will tell you the honest truth when it comes to how you can best present yourself to the American public. In my opinion - Romney does not have that.

2. STOP WORRYING ABOUT HOW YOU LOOK! Perot had big ears, Kerry had perfect hair, W looked like a monkey - in the end it doesn't matter with a majority of the voters. People are going to find ways to ridicule you, looks are an easy target. You counter this by talking about sound policy options, and inspiring hope for the furture.

3. Stop trying to spin that you are not really flip-flopping, when you are! Instead just be honest, if you support gay unions, if you are cool with abortion then just say so. Or take the Guiliani strategy and just ignore the social issues all together! Either way, you will be rewarded more for your honesty then for trying to spin the issues like a typical politician. Nothing will kill your chances in the Republican party like insincerity.

4. Distinguish yourself positively - forget the attacks. This is already going to be a bloodbath of an election, there is no need to start it by turning on your own party. If you see yourself as innovative, as different, as being the future of a new type of politics - then say so and act so. Make that fresh, smart, inspiring image show through in your campaign by refusing to stoop the usual drudgery that is American campaign politics.

In the end, I like Mitt Romney. I wish he stood a chance of getting the nomination because I do think he is a unique politician. I hope he takes this chance to change his campaign strategy.