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Hillary Fights Hillary Fatigue
Has the 2016 frontrunner's brand already started to fade?


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Americans have short attention spans and eventually reject overexposed people and products, often in favor of new attractions and fresh faces. But consider a phone call I received this week from a close college friend who is a Hollywood producer with blockbuster film credits.

My friend is a loyal Democrat (surprise!) who actively follows politics, and he frequently calls to be entertained by my Republican viewpoints while he drives around Tinseltown. (No doubt, I am the only Republican he knows.) On our most recent call, I mentioned that I was writing about the concept of Hillary peaking too soon.

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He offered an interesting contrary viewpoint:

Hillary is NOT a celebrity but an American fixture and part of the national landscape, my friend argued. Therefore, people will not “get sick of her” and she is not “going away.”  Having been on the scene since 1992 she is not just a political figure but a cultural force and a hero to women. Hillary is like a blue-chip stock, she will always endure through ups and downs. She has managed to stay relevant and become the most prominent woman in the nation. Throughout the years Hillary has matured and gathered more experience.  Thus, I am “totally off base” with my premise that she could even have an expiration date and I am exhibiting Republican wishful thinking.

You don’t succeed in Hollywood without understanding popular appeal, and there is much truth in what my friend said.

But more than two years is an eternity in politics, especially for a candidate who has already been considered the frontrunner for years. Hillary’s handlers face a major challenge in limiting overexposure and keeping her brand fresh. The book tour, where Hillary has already gotten chilly receptions from decidedly non-conservative interviewers like Terri Gross and Diane Sawyer, suggests this is not going to be easy.

As for 2008’s “biggest celebrity in the world,” I am still amused by the question raised in the ad, “But can he lead?” The answer has been a resounding “no,” and Brand Obama – having outlived Election Day 2008 and avoided a product recall in 2012 – now has very little to offer Obama’s successor. 

Just how much Hillary mixes her new 2016 brand with Obama’s old damaged brand will be a marketing dilemma that Republicans will enjoy watching.

— Myra Adams is a media producer and political writer. She was on the 2004 Bush campaign’s creative team and the 2008 McCain campaign’s Ad Council. Her writing credits include PJ Media, the Daily Beast, RedState, and the Daily Caller.



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