Wikileak’ed: A Great Branding Conversation
In April of last year, I wrote a post about how Hillary Clinton’s presidential campaign logo got me so excited and how it was so unexpected for a political candidate’s campaign. Who would have thought, a year and a half later, that the guy from Wikileaks would be the one to reopen the conversation about the logo?
In that site’s most recent dump of hacked emails is a conversation in which the Hillary camp is reviewing logo concepts, and seems like they are unimpressed by the lot. I sure didn’t see this coming in the wake of these email leaks. But I did agree with everything Wendy Clark, who at the time was a veteran marketer for Coca-Cola, had to say in her email correspondence with Joel Benenson, Founding Partner & CEO of the Benenson Strategy Group, and John Podesta, the Campaign Chair of the Hillary Clinton Campaign, about how this “window logo” is a game-changer.
“This approach will represent in 2015 what the Obama approach represented in 2007. It literally resets the benchmark for political branding, if not all branding. It is of and for the times leveraging the massive and important shift to customization, personalization and co-creation. And, more importantly, while meeting this marketplace shift the mark is, at the same time, anchored on the unassailable truth of Secretary Clinton’s life and career — being in service of others. It’s not about her, it’s about you. It also meets our brief of fresh yet familiar, it shows creativity and empathy.”
Wendy goes on and talks about how much more there is to branding than the logotype/mark is on its own:
“To be clear, a logo can communicate and aid attribution of qualities, but it is not a proxy for the messaging of the campaign until they are relentlessly connected and delivered, repeatedly and consistently. That’s when brands take on meaning.”
There are a lot of great things in the leaked conversation, especially to chance to see client/agency communication on a political level. It feels no different than any other communication between a nervous client, who is often being reassured that their agency’s approach, strategy and reasoning for a brand’s position and identity, is amazing, even if the agency in question is one of the most widely acclaimed and has some of the biggest, brightest and creative people working on their campaign’s brand.
Now if Wikileaks could only get their hands on this “Hillary.” logo. It could have been the ying to “Jeb!” Bush’s logotype yang.