Skip to main content

Hillary Clinton's disappointing book rollout

By Martha Pease
updated 7:22 AM EDT, Wed June 25, 2014
John Kerry, a gun and a few dead geese: Kerry 2004's presidential campaign staged a photo-op in Youngstown, Ohio, where the then-senator (right) went hunting dressed in full camouflage. At the time, Kerry adviser Mike McCurry told CNN that voters needed to get a "better sense of John Kerry, the guy." Click through the images to see other times politicians tried to be a regular guy or gal. John Kerry, a gun and a few dead geese: Kerry 2004's presidential campaign staged a photo-op in Youngstown, Ohio, where the then-senator (right) went hunting dressed in full camouflage. At the time, Kerry adviser Mike McCurry told CNN that voters needed to get a "better sense of John Kerry, the guy." Click through the images to see other times politicians tried to be a regular guy or gal.
HIDE CAPTION
Their pitch: Just regular ol' guys or gals
Their pitch: Just regular ol' guys or gals
Their pitch: Just regular ol' guys or gals
Their pitch: Just regular ol' guys or gals
Their pitch: Just regular ol' guys or gals
Their pitch: Just regular ol' guys or gals
<<
<
1
2
3
4
5
6
>
>>
STORY HIGHLIGHTS
  • Martha Pease: Hillary Clinton's book rollout has been criticized
  • She says it was an opportunity for her to redefine her image, connect with people
  • Pease says Clinton's comments on wealth came across as tone deaf
  • She says Hillary has to show that it's not about her but about what she could offer voters

Editor's note: Martha Pease is CEO of DemandWerks.com, which advises companies on strategy. The opinions expressed in this commentary are solely those of the author.

(CNN) -- Hillary Clinton's book tour resembled the roll out of a new brand, and from my standpoint as a marketer, it looked like a big one handled badly. If, as many suspect, she is running for president in 2016, she blew the perfect opportunity to present herself as the new Hillary Clinton.

In her launch moment, she proved to be so inwardly focused on herself, she missed giving people the emotional release they've been waiting for: to see what's new with her and to be excited about the possibility of her being in the field again as a candidate.

Martha Pease
Martha Pease

Two cases in point; her statement to Diane Sawyer that the Clintons were "dead broke" upon leaving the White House and her interview with The Guardian suggesting that voters won't see her as part of the inequality problem and will gladly accept the Clintons' net worth of $100M+ because they pay "ordinary income taxes." This may just be too tone deaf and move her dangerously close to the edge of voter exasperation.

Clinton's big miss is that what could have been a moon shot moment for her brand (that's why they're called "launches" and why advertisers spend millions on the Super Bowl) may fizzle into HRC fatigue. She is amazingly qualified but risks being a brand failure.

There are several other indicators of a launch gone awry. Book sales in the first week were only one sixth of what they were for her earlier, and very successful, memoir.

Bill Clinton: Hillary's not out of touch
Bill can dance, Hillary's got two left feet

Commentators from across the spectrum have criticized her public appearances.

A Quinnipiac poll released Monday seems to show Clinton's lead over Christie drooping in Iowa. Today, her husband Bill Clinton even had to step in on her behalf, defending his wife's response to a query about their wealth. But he had to acknowledge the missteps, noting hers was "not the most adept answer to a question."

Evidence that this book tour needed to relaunch Clinton can be found in a recent WSJ/NBC survey: 55% people rate her as competent, but 60% don't see her as likable and 62% don't regard her as trustworthy. That's a perceptual trend among voters that hasn't changed much since 2008. The book tour should have been planned to replace the old news about Hillary, with new, inspiring ways to imagine she could lead.

By contrast, one of the most successful impresarios of product launches, Steve Jobs, built them into spectacles. He protected the run-up to an announcement like a classified national security secret and then unleashed the event with maximum impact to create brand momentum for Apple over time. Every launch was a new reason to be loyal to Apple, an even better argument for me to be in love.

She is amazingly qualified, but risks being a brand failure.
Martha Pease

She, instead, leaves us frustrated with important questions unanswered: Will she or won't she run? Does she have the fire? Does she have a vision for her candidacy? Why is she doing the tour now, so far ahead of 2016? How has she changed? Does she know that people often can't get underneath her thick crust? Who is she, anyway?

We watch her still back on her heels after all these years. It's not just the trust and likability issues. It's also calling out the woman-under-scrutiny card with Diane Sawyer: "You know you're being judged," she said. Well, some say, of course you're being judged, that's the point of all this!

It is Clinton's inward focus that keeps her from connecting and understanding the world in terms other than hers: Clinton has always been about her. Her accomplishments, her slights, her victories. She has always had a hard time connecting her "her-ness" to us. That makes it very hard for her to establish why she's relevant to our lives. She seems to refuse to deal with what voters most want to know: What's in it for me?

Maybe voters today like more the idea of what Clinton represents, the first women presidential contender, than who she actually is. And her inability to connect with people could create an opening for someone else to come in and steal her thunder as the first woman presidential contender. Elizabeth Warren, anyone?

Harvard professor and researcher Amy J.C. Cuddy finds that leaders influence and persuade best when they connect to people first with warmth, followed with competency. Clinton doesn't fit into this paradigm at all: She leads with competency and, according to polls like the WSJ/NBC survey, displays little apparent warmth.

Successful launches are all about timing and sustained impact. Clinton should have kept the book tour bottled up until she was ready to declare for president because, down the road, we won't believe again that she's coming out to us as new.

Consumers -- and competitors -- stick to this pattern and rarely give a brand in business a second chance to be new. A notable exception is Apple, which was veering dangerously close to bankruptcy in 1997, its stock at a low of $6. In 2012, Apple's stock price was over $700 (before a recent 7-for-1 stock split) and the company was stronger than ever, standing on the shoulders of many successful launches for the brand over the course of 15 years.

There are examples of companies that have made old brands successful after numerous attempts that didn't succeed (Old Spice, J. Crew, Burberry, Harley-Davidson, Walmart, UPS). But it's hard to find a successful brand that came back after a really bad roll out, proving the point that if you blow it as a brand in a big product launch, you're really at risk.

As a brand, Clinton will always be a rational purchase for voters, not an emotional one. Like a functional Buick that gets you through the snow, is good on gas and always runs, Clinton's brand has real value. But as she learned in 2008, you have to explain to your friends why a functional Buick is better than a glamorous Porsche.

The good news for Clinton is that politics, unlike business, can be forgiving. After all, she is married to The Comeback Kid. Even so, she has paid a price for the roll out: She seems less inevitable than two weeks ago.

Read CNNOpinion's new Flipboard magazine

Follow us on Twitter @CNNOpinion.

Join us on Facebook.com/CNNOpinion.

ADVERTISEMENT
Part of complete coverage on
updated 9:42 PM EST, Fri December 19, 2014
Conservatives know easing the trade embargo with Cuba is good for America. They should just admit it, says Fareed Zakaria.
updated 8:12 PM EST, Fri December 19, 2014
We're a world away from Pakistan in geography, but not in sentiment, writes Donna Brazile.
updated 12:09 PM EST, Fri December 19, 2014
How about a world where we have murderers but no murders? The police still chase down criminals who commit murder, we have trials and justice is handed out...but no one dies.
updated 6:45 PM EST, Thu December 18, 2014
The U.S. must respond to North Korea's alleged hacking of Sony, says Christian Whiton. Failing to do so will only embolden it.
updated 4:34 PM EST, Fri December 19, 2014
President Obama has been flexing his executive muscles lately despite Democrat's losses, writes Gloria Borger
updated 2:51 PM EST, Thu December 18, 2014
Jeff Yang says the film industry's surrender will have lasting implications.
updated 4:13 PM EST, Thu December 18, 2014
Newt Gingrich: No one should underestimate the historic importance of the collapse of American defenses in the Sony Pictures attack.
updated 7:55 AM EST, Wed December 10, 2014
Dean Obeidallah asks how the genuine Stephen Colbert will do, compared to "Stephen Colbert"
updated 12:34 PM EST, Thu December 18, 2014
Some GOP politicians want drug tests for welfare recipients; Eric Liu says bailed-out execs should get equal treatment
updated 8:42 AM EST, Thu December 18, 2014
Louis Perez: Obama introduced a long-absent element of lucidity into U.S. policy on Cuba.
updated 12:40 PM EST, Tue December 16, 2014
The slaughter of more than 130 children by the Pakistani Taliban may prove as pivotal to Pakistan's security policy as the 9/11 attacks were for the U.S., says Peter Bergen.
updated 11:00 AM EST, Wed December 17, 2014
The Internet is an online extension of our own neighborhoods. It's time for us to take their protection just as seriously, says Arun Vishwanath.
updated 4:54 PM EST, Tue December 16, 2014
Gayle Lemmon says we must speak out for the right of children to education -- and peace
updated 5:23 AM EST, Wed December 17, 2014
Russia's economic woes just seem to be getting worse. How will President Vladimir Putin respond? Frida Ghitis gives her take.
updated 1:39 AM EST, Wed December 17, 2014
Australia has generally seen itself as detached from the threat of terrorism. The hostage incident this week may change that, writes Max Barry.
updated 3:20 PM EST, Fri December 12, 2014
Thomas Maier says the trove of letters the Kennedy family has tried to guard from public view gives insight into the Kennedy legacy and the history of era.
updated 9:56 AM EST, Mon December 15, 2014
Will Congress reform the CIA? It's probably best not to expect much from Washington. This is not the 1970s, and the chances for substantive reform are not good.
updated 4:01 PM EST, Mon December 15, 2014
From superstorms to droughts, not a week goes by without a major disruption somewhere in the U.S. But with the right planning, natural disasters don't have to be devastating.
updated 9:53 AM EST, Mon December 15, 2014
Would you rather be sexy or smart? Carol Costello says she hates this dumb question.
updated 5:53 PM EST, Sun December 14, 2014
A story about Pope Francis allegedly saying animals can go to heaven went viral late last week. The problem is that it wasn't true. Heidi Schlumpf looks at the discussion.
updated 10:50 AM EST, Sun December 14, 2014
Democratic leaders should wake up to the reality that the party's path to electoral power runs through the streets, where part of the party's base has been marching for months, says Errol Louis
updated 4:23 PM EST, Sat December 13, 2014
David Gergen: John Brennan deserves a national salute for his efforts to put the report about the CIA in perspective
updated 9:26 AM EST, Fri December 12, 2014
Anwar Sanders says that in some ways, cops and protesters are on the same side
updated 9:39 AM EST, Thu December 11, 2014
A view by Samir Naji, a Yemeni who was accused of serving in Osama bin Laden's security detail and imprisoned for nearly 13 years without charge in Guantanamo Bay
updated 12:38 PM EST, Sun December 14, 2014
S.E. Cupp asks: How much reality do you really want in your escapist TV fare?
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT