Sarah Palin can be criticized for a lot of things, but she and her handlers do appreciate that packaging is a critical element in selling any product, be it consumer or political. I found it interesting that in a recent Fortune interview, sports commentator Jim Nantz said he wears each tie ONCE for a sports broadcast and then gives it away. He, like Palin understands packaging.
Palin’s problem with her hugely expensive wardrobe is that from a marketing point of view it is not consistent with her message of being a down home hockey mom. I believe her when she says the clothes will be given away, but the damage to her brand message has been done. Politics is a mean, miserable, nasty contact sport where there are very few rules (and these are rarely observed anyway.) Governor Palin is finding this out big time, but the critical message, whether you are in business or politics is – Stay true to your brand image. Any deviation will lose you support at the polling booth or supermarket aisle.
As a Chicago based Irish keynote business speaker, I can’t credibly package myself in hip-hop clothing. I’d be ridiculed because it is not consistent with my image. When, as seems likely, Palin loses the election and she becomes a most sought after keynote speakers (I drool over the fees she might command), that is the time to wear Gucci, Coach, Saks and Neiman Marcus.
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