Following the President’s plea for the House of Representatives to vote for a $700-billion Wall Street bailout plan, marketers have suggested that the President should have concentrated on the word “rescue” rather than being seen to offer a “bailout”.

Paradoxically in his address to the nation on 24^th September, a sombre President Bush didn’t even mention the ‘B’ word.  Instead he said:

“I propose that the Federal Government reduce the risk posed by (these) troubled assets and supply urgently needed money so banks and other financial institutions can avoid collapse and resume lending.  This rescue effort is not aimed at preserving any individual company or industry. It is aimed at preserving America’s overall economy.” 

What he only once referred to ‘rescue’ the world’s press, and many members of the House of Representatives interpreted and damned as “bailout”.  Expressions like ‘bailout’ imply failure and breakdown: the utter antithesis of the homegrown virtuous American dream of success and foresight.

A simpler truth

Arguably from a branding perspective, President Bush’s advisors could have come up with clearer message of intent.  Reportedly many branding experts such as Andrew Bennett, CEO of Euro RSCG, suggested that the White House should have simplified the President’s message.

Others in the marketing community recommended that the proposal should have been rebranded in terms of an act of selfless heroism. 

In such a case spin-doctors could have repackaged the emergency in the equivalent terms of a movie trailer.  The American people would have been presented the image of the kind yet tough New York Firefighter daring to face the deadly backdraft – all to rescue the weakened economy from the roaring flames of recession.

Alternatively branding people could have re-pitched the crisis in terms of a David versus Goliath battle.  Here outrage is expressed against the giant ‘wicked warlocks of Wall Street’ in need of a sharp lesson meted out by the simple community of god-fearing Americans (the ‘Davids’) inspired by their leader George – the dragon slayer.  (A subtle homage to the special UK/US relationship.)

The argument goes that if the President would have realigned his national address in the kind of positive terms used at the beginning of the current conflict in Iraq, at the very least he could avoided being demeaned by The House of Representatives who initially rejected his “rescue” plan.

Assertive leadership

Within twelve hours of the fall of the Twin Towers President Bush promised immediate and positive rescue tactics.  His speech repeatedly affirmed his assertive leadership to rescue rather than redeem. 

For example:

 “I implemented our government’s emergency response plans. Our military is powerful, and it’s prepared. Our emergency teams are working in New York City and Washington, D.C. to help with local rescue efforts.”

Whilst no one directly compares the human horror of 9/11 to the current situation, it is interesting to consider how sometimes a President - or any leader - is perceived not simply by what is said, but how a message is delivered and so understood. 

The same is true in any branding exercise.  From marketing sports to politicians, the art of branding isn’t simply about catchphrases or logos: At its heart is the soul of a message.  At the centre of it all is a simple meaning that is explained and detailed in full.

Ironically it was President Bush himself who once said: “In my line of work you got to keep repeating things over and over and over again for the truth to sink in.”

In today’s sound-bite society such an approach should be taken for granted as a ‘101’ lesson for any politician wishing to highlight a message to the press who report meaning, along with the public who judge that meaning’s merits and value. 

Tony Blair understood this when he said, “Education, education, education”.  Martin Luther King understood it when repeated and explained his “dream”. 

Perhaps in his closing weeks as leader it is just too late for President Bush to be an Abraham-like figure; offering a firm outstretched hand to sacrifice what is dear for a greater cause.  His legacy may be abandoning the otherwise proud American people to be bailed out by a new world order of international rescue.

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