Skip to main content

Chris Christie's big fat problem is Voter long term memory

The big fat problem Chris Christie is facing isn't the bad press he's getting from his aides-ordered lane closing on the Washington bridge. The real killer for Christie is that the story will now be burned into the long term memory of American voters. If by a miracle voters do forget (though I think that's an impossibility) there'll be enough of his detractors ensuring there's retrieval of the story from the voter's dormant long term memory, come election time.

Which means Christie can pretty much kiss his White House dream goodbye.

When brands craft communiques, and sustain their propagation via multiple media platforms what they intend at is engineering sales. Smart brands are those that ensure communiques work in a manner where they enter and stay in consumer long term memory. They do this by first eliciting the right perceptions, then teaching consumers, and finally engineering the right attitudes that are sustained via long term communique engagements. Staying in long term memory is critical because consumers are expected to buy for a lifetime. Loyal purchases over a lifetime happen only if the brand cements positive inclinations towards it in the consumers' long term memory.

As for Christie, he's gotten into voter long term memory for the wrong reason. It will cost him dear. I for one am not shedding any tears for a man who is in many ways a closet democrat wearing the cloak of a republican.

Tell you what, its good riddance to a closet fake.


Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.

Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…