Sarah Palin and a lesson in Marketing Communication
When Yves Behar says, 'Advertising is the price companies pay for being un-original..' he has a point. Its the same, when Seth Godin says that your product must be 'remarkable', i.e., worth making a remark about.
At the moment the one the remarks are all about is Sarah Palin. And the noise is so loud (from cheers to the liberal wails) that its silenced the 'Rockstar' convention at Denver. Sarah Palin may be an unknown. But give it a few days. With absolutely zero marketing communication she will be the talk of the town. All carried by media vehicles around the world, more so in the United States. Every major media house, print or broadcast is today talking more about Sarah than anything else. Obama has had his 'empty thunder' stolen from under his very nose.
No brand's ever shocked as much as Sarah in recent times. McCain's bold gamble is a perfect lesson for marketers wanting to take the Publicity route rather than the advertising one. The recipe'? Closely guard the product, let speculation run riot and then unveil a product so fresh and innovative, the media has no choice but to take it in an opinionated manner to the people at large.