I am not impressed either. I feel that so far, the campaign has no understanding of positioning Rand's "Brand" or how to differentiate it from the "market". That is marketing 101.
So far we've gotten these things from the campaign:
1) A Rand Paul Selfie App
2) Rand Paul destroying the tax code in various ways
3) All-Day Live Stream
4) Cut Their Card
5) Some "hip" Campaign Memorabilia
These are gimmicks. None of them do much to illustrate WHY voters should change their mind. They just feel like desperate attempts to reinvent something Ron Paul was able to do through the grassroots. Rand Paul is his own person, with his own style and "brand". They need to start there... who is Rand Paul? Who is Rand Paul in regards to the other candidates? Who is Rand Paul in regards to the voters he's targeting? Who is Rand Paul in this current state of affairs in this country? Who is Rand Paul in regards to history?
By answering those things, the campaign would have a lot of compelling material to work with. Hell, go back to TIME magazine's article and dismantle how TIME, not Rand Paul supporters, came to the conclusion to run with the headline "The most interesting man in politics".
It particularly unnerves me that Rand made this comment in regards to the livestream:
"I've been saying, I don't want to do this, I don't want to do this and now we're doing this." I wish I never had to see that, because immediately my first instinct is to say the campaign is winging it and at this point dragging Rand along.
Chip needs to reassess the direction he's allowed the campaign to take. Sit down with Rand.. get his perspective on what he perceives is his bedrock and throw that in the middle of the whiteboard. Nothing goes on the whiteboard, unless it reinforces and communicates what Rand has determined is his "Unique Value Proposition". Designate someone the official devil's advocate. Someone who hates every idea, finds ways to twist it, identifies when everyone agrees on something and goes in the opposite direction. That person represents everyone who doesn't want to vote for Rand, the media who will capitalize on any weakness, etc.
Pay attention to what that person comes back with.
In the following month, if the staff can't come together and develop a cohesive strategy and message, Rand needs to treat it like a business and make some changes and I do mean firing some people.
There I said it.
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