It never ceases to amaze me how the Republican Party continues to do things that seem just plain dumb. Take for example this new TV ad called “New Republican.”
As BizPac Review reports, former Florida Governor Jeb Bush and Louisiana Governor Bobby Jindal have kicked off a campaign for NewRepublican.org with a TV ad encouraging people to think like a new Republican. The 30-second spot aired nationally, during Fox News Sunday for starters, according to sources.
I clearly understand the strategy of “re-branding” but a quick review of the Coca-Cola marketing case study might have been useful for the Republican Party. Y’all remember “New Coke?” I am from the home of Coca-Cola — Atlanta — and will never forget this marketing faux pas. Coke decided to rebrand its time-honored Coke taste and formula and the results were horrific, an abject failure.
The result? Coke went back to something called Coca-Cola Classic which returned to its true form. You just don’t tamper with an icon. I remember selling Cokes at Atlanta-Fulton County Stadium during Braves games. We didn’t shout, “get your ice cold soda here.” We shouted, “get your ice cold Coca-Cola here.”
I also remember the failed ad campaign from Oldsmobile: “This is not your father’s Oldsmobile. It’s the new generation from Olds.” And that bombed as well.
Another example of foolish marketing rebranding was with the US Army. After McDonald’s, perhaps the most widely known marketing sloga was “Be all that you can be.” It was the motto that transformed the US Army and a theme I use to this day in speeches about individual challenge and achievement.
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