Monday, December 10

The Fiscal Cliff

I am not going to pretend to know much of anything about politics or economics ... and I will readily admit that this whole "Fiscal Cliff" threat has left me scratching my head.  But as I watched the media circus over the weekend report on it, a light bulb went on in my scratched head.

Sure, this whole debate is about the economy and it's certainly about politics, but isn't it really about compromise, reaching agreement, and making good decisions on behalf of the people of the United States?  From what I can tell, it's become mostly about politicians just not agreeing and being unable to get along and making a darn decision.

So they've called this looming deadline toward financial instability the "Fiscal Cliff," but in my eyes they've really just branded their inability to govern.  When was the last time you heard a policy debate get a name and a logo treatment?  Many have spun out of control, but few have attached a name to it.  Reminds me of Y2K.

The "Fiscal Cliff" has become a phenomenon ... a brand unto itself.  It's based as much on emotion as it is on fact, like any good brand.  And it's highly targeted with both sides of the fence lining up around it.

It's branded policy ... complete with a color scheme.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

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