Branding Brown – but has Morgan got the talent to pull it off?

Togetherness

Valentine’s Day 2010.

What sweeter way for lovers to pass the evening than cuddled up together on the sofa in front of the TV watching Prime Minister Gordon Brown revealing how he proposed to his lovely wife Sarah?

The idea may be to win over not just the minds, but hearts of the UK electorate who, in just a matter of months, will be invited to fasten the fate of the country’s government – not with a SWALK, but ‘X’ factor style cross on ballot papers.

Feel those vibes

Reports of the interview sent vibrations – not all good – around the world.

Of particular concern to voters was the prospect of seeing their leader hold back tears as he discusses the tragic loss of his daughter and illness of his son.

In addition to being a highly personal and sensitive issue, by mixing personalities with policies, the Prime Minister contradicted his frequently repeated views on the subject.

For example in 2008 he said:

“Some people have been asking why I haven’t served my children up for spreads in the papers – and my answer is simple: My children aren’t props they’re people.”

Last year (30 September 2009) in an interview on Sky News:

Brown: I suggest we should be talking about policy issues – not personality issues.

Interviewer: But personality does matter.

Brown: (Irritated) It does obsess you.

The Brown branding perspective

Considering all this from a purely branding perspective, in addition to using the TV interview to showcase his own brand, Piers Morgan (the journalist who has been groomed by celebrity brand – alchemist, Simon Cowell) may have convinced the Prime Minister’s branding team to welcome the interview for key strategic reasons.

Heart-felt branding wins votes?

Any brand needs depth. Such an interview offers voters a different view of Mr Brown. That can help when it comes to making a final decision on the man and his policies, during at vote time.

Secondly, consumer brand messages often feature something called, ‘ESP’ – Emotional Selling Propositions.

For example, bread brands often highlight commercials with demographically appropriate families seated around the traditional kitchen table, sharing ‘quality time’ over a meal topped-off with a nice slice of nostalgia – in the shape of the said branded loaf.

Thirdly, last year, at its peak, a reality talent show featuring Morgan – Britain’s Got Talent – attracted 12.7 million viewers.

Significantly, that show was broadcast around May 2009 (the same possible month of this year’s general election).

Cue Coldplay track

During the interview, Morgan’s studio crew used many methods perfected by Simon Cowell to elicit an emotional response from viewers. These included lingering shots of the Prime Minister’s wife as he spoke of his family’s tragic experiences.

For many, such crass ‘packaging’ of a Prime Minister may come across as contrived.

(Although there is no suggestion that the Brown’s personal losses are anything but dreadfully sad).

In Canada, one newspaper spoke of the PM being formerly remote and out of touch – with the TV interview offering a chance to come across as genuine to most voters.

A brand leader needs a clear message

Any brand leader needs a clear and consistent message. Not one confused or diluted by anything that weakens its potency or is suspected to mimic for the sake of it, what a competitor, says or does.

Equally tragic, Brown’s main opponent, David Cameron, also suffered terrible loss in his family – and has spoken of it.

What would be galling for Brown, Cameron, as well as the electorate is by also speaking of his loss, the PM comes across as playing some vulgar tit for tat move.

Brown’s problem is that as PM – the branded elected leader of the country – if he says nothing he is damned as aloof.

Revealing feelings he comes across as trying too hard to be empathetic, compassionate and ‘one of the people’.

Quiet dignity

Breaking from tradition

Traditionally, politicians have kept their personal lives out of the media spotlight.

For example in 1963, Jackie Kennedy went into premature labour. She gave birth to a boy, via emergency Caesarean section. The boy’s lungs were under-developed. He died. Apart from a few official announcements, the tragedy was kept in the family.

However since the death of Princess Diana – who Tony Blair posthumously branded, “The People’s Princess”, politicians have increasingly mixed personalities with politics.

In America it is a blood sport.

Piers Morgan’s classic talent TV show format treatment of telling a ‘back-story’ full of pathos and lingering looks will undoubtedly move some to vote for their guy at the Ballot Factor final.

On the other hand, for the deeply cynical, the release of the interview on the weekend that the UK took part in US-led Operation Moshtarak, meaning “together” in the Dari language – may be a brand ploy too far. Especially as at least one UK fatality had already been announced on the weekend of the broadcast.

Rather than sweet, the branding exercise may leave a very bitter and long lingering taste in hearts and minds.

Jonathan Gabay is the founder of Brand Forensics, a global branding expert and on the core faculty of the The Chartered Institute of Marketing. For more information or to contact Jonathan Gabay click here.