Wednesday, February 03, 2010

continuing brand management struggles...,



WaPo | President Obama's 165th flight on Air Force One required all the customary protocols of a presidential trip. He took a helicopter from the White House lawn to Andrews Air Force Base, where seven military officers waited at full attention. He entered his plane through a door decorated by the presidential seal and settled into a suite that includes an office and a conference room. After a short flight, he exited to cheers from a greeting party before disappearing into a limousine that cruised down the barricaded streets of this New Hampshire city.

When Obama arrived here Tuesday afternoon, he stopped at a suburban industrial park to visit a machinery company. Snipers surveyed from the roof. Secret Service agents monitored the warehouse. A 19-car motorcade idled outside. Obama, meanwhile, stood on the gray concrete floor with the company's employees, studying their manufacturing materials and trying to convey his new favorite message: He understands the problems of what he calls "everyday Americans."

It is a tough sell for any president who lives inside what Obama refers to as "the bubble," but tougher still for Obama. His first year in office was defined in part by a paradox. He is a rare president who comes from the middle class, yet people still perceive him as disconnected from it. As he arrived in Nashua, nearly two-thirds of Americans believed that his economic policies had hurt the country or made no difference at all; almost half thought he did not understand their problems.

Obama has made it his goal in the past 10 days to convince them otherwise. In Nashua, he hoped to connect with the unemployed despite holding the country's most prestigious job; to disparage Washington politics despite being a product of them; to have a self-described "direct conversation with the folks of New Hampshire" even as bomb squads, Secret Service officers, political dignitaries and television cameras occupied every corner of the room.

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