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Hillary Clinton enlists branding help from corporate execs to craft anti-Wall Street campaign

By Doug Powers  •  February 23, 2015 05:17 AM

**Written by Doug Powers

Let the re-re-re-re-branding of Hillary Clinton begin!

Clinton and her image-makers are sketching ways to refresh the well-established brand for tomorrow’s marketplace. In their mission to present voters with a winning picture of the likely candidate, no detail is too big or too small — from her economic opportunity agenda to the design of the “H” in her future campaign logo.

“It’s exactly the same as selling an iPhone or a soft drink or a cereal,” said Peter Sealey, a longtime corporate marketing strategist. “She needs to use everything a brand has: a dominant color, a logo, a symbol. . . . The symbol of a Mercedes is a three-pointed star. The symbol of Coca-Cola is the contour bottle. The symbol of McDonald’s is the golden arches. What is Clinton’s symbol?”

Feel free to help choose a Clinton 2016 symbol (degree of difficulty: no “what difference does it make” or “re-set button”). Tentatively she should go with “Bill’s Lovin’ It!” Or maybe an Ashley Judd angle would be better: “The most over-qualified to run for the presidency since Jefferson.”

Hillary’s potential campaign would focus on the “99 percent,” naturally:

Clinton’s words suggest that her 2016 campaign will stress economic fairness — the level playing field for the middle class implied by her Twitter message last month praising Obama’s State of the Union address. “Now we need to step up & deliver for the middle class. #FairShot #FairShare,” Clinton wrote.
Now, Clinton will try to refresh her image once more so that voters see her as a champion for the middle class amid deep concerns about income inequality.

The Clintons are so serious about “economic fairness” that they’re even going to keep accepting foreign donations to their foundation.

To help Hillary craft a 2016 message designed to reel in voters who have been left disenchanted and disgusted by corporations controlling politics in the U.S., she’s bringing on board some help… from corporate America:

Ahead of her campaign launch, Clinton has tapped some of the Democratic Party’s star strategists as well as two of corporate America’s branding wizards: Wendy Clark, who specializes in marketing age-old brands such as Coca-Cola to younger and more diverse customers; and Roy Spence, a ­decades-long Clinton friend who dreamed up the “Don’t Mess With Texas” anti-littering slogan as well as flashy ad campaigns for Southwest Airlines and Wal-Mart.

Clark took an unpaid leave in January from Coca-Cola, where she is president of brands and strategic marketing for carbon­ated beverages in North America, to help Clinton in what Clark called “a passion project.”

Will 2016 bring “New Hillary” or “Clinton Classic”?

**Written by Doug Powers

Twitter @ThePowersThatBe

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Categories: 2016 Campaign, Democrats, Donald Trump, Hillary Clinton