The Press Is Only Too Happy to Burnish McCain's Reputation

Campaign aides for Sen. John McCain want very much to sell the American public on the "McCain brand" and to pitch the Republican candidate as a sort of stand-alone, untarnished political entity, according to a recent Washington Post article.

The marketing ploy, if successful, would not only create distance between the candidate and the rest of the Republican Party, which currently suffers from widespread voter disapproval, it would also effectively elevate McCain and make him a larger-than-life figure, the spokesman for his own maverick brand that's built on political independence.

"The campaign's general-election strategy is to sell the McCain brand to show voters that he is distinct from President Bush and other Republicans," the Post reported.

So guess what members of the press, including those at MSNBC, CNN, NBC, The Washington Post, Newsweek, the Politico, and The Boston Globe, have been doing incessantly in recent weeks. They've been making glowing references to the durability and appeal of the "McCain brand." I mean, how lucky can the Republicans get? The press is echoing precisely the message that the candidate's advisers want repeated again and again. What are the odds?

I assume the sarcasm is coming through loud and clear here.

We all know McCain is supposed to be a maverick. That phony meme has been drummed into voters' heads for nearly a decade now. Yet as Media Matters for America has shown, the media use the label "maverick" despite the many times McCain has fallen in line with the Bush administration or the Republican Party establishment, a lifetime rating of 83 by the American Conservative Union, and his recent rightward shift on high-profile issues such as immigration and taxes. (For the longer, in-depth dissections of that McCain's media free ride, go here.)

Now, in a sort of Phase Two, McCain's all-around maverick-ness is being elevated into an iconic brand status, right alongside Ford and Nike.

The media, which admire the corporatization of campaigns, are hugely impressed by the development. Successful branding represents a kind of marketing nirvana in which you're able, via a collection of images and idea, to differentiate yourself -- or your product -- from others that appear to be identical. (High-profile political journalists understand the career significance of branding and work feverishly during the campaign season to create their own media brand.)

Indeed, the term "brand" conjures up an impenetrable, irrevocable image, an entrenched vision that cannot be altered. In the business world, it often takes a catastrophic event to change people's perception of a well-established and respected brand. As the Post article noted, "The selling of McCain is rooted in

one of the oldest theories of product marketing: that a successful brand identity, once established in the American psyche, is virtually impossible to blunt or damage."

So in a way, this becomes a self-fulfilling prophecy for the press. By discussing McCain in terms of a formal brand, they're suggesting that McCain's reputation as a maverick has become so embedded, so ingrained, that it has transcended into a formal trademark. And since it's a brand, who are journalists to question it or to alter it?

Of course, when reporters and pundits fawn over the mighty McCain brand, almost none of them acknowledges the central role they played in building it. In fact, the press is almost entirely responsible for the marketing of McCain. So when admiring the McCain brand, journalists are really just admiring their own handiwork.

Branding, and brand management, is certainly nothing new in politics, nor is there anything inherently wrong with it. Campaigns today are often less about the candidates running as themselves and more about them running as an extension of who voters perceive them to be. As Fast Company magazine recently noted, "Politics, after all, is about marketing -- about projecting and selling an image, stoking aspirations, moving people to identify, evangelize, and consume."