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The political examples remind us that what we often see as a "brand" is little more than an image crafted by clever marketers. And even that image is in the eye of the beholder. Ronald Reagan could deliver speeches, but was inept when it came to real communication. Many people regarded Clinton's "common touch" as insincere. As for our current President, sticking to his guns is really an inability to acknowledge facts and realities contrary to those he has manufactured in his mind withe little or no supporting evidence.

I saw a newspaper reference the other day to a state politician who is determined to change his "image." When was the last time we heard a politician speak about changing himself. God forbid, that would acknowlege a present imperfection. Whether you call it branding or an image, it may have little or no connection with reality.

Galen, to some extent I agree with you, but I think you make my point with your comment about President Bush. Regardless of how you or I may feel about him, and regardless of how we describe this characteristic of refusing to change course, we recognize it as a characteristic that is a part of his personality. According to the latest polls most don't like it. Some love it. Some call it "strong", some call it 'stubborn' but everyone sees it.

I think that politicians' image-makers fail them when they try to mold the candidate into something that he or she is not. Because people see through that very quickly, even if they can't put into words what they don't like. So the candidate fails.

Lots of people feel Clinton was insincere, but his approval ratings when he left office (and still to this day) show that he genuinely did make an emotional connection with a lot of people.

Ronald Reagan COULD deliver speeches - we all agree - and he is therefore recognized for that.

And I think the same applies in the world of work. Trying to be what you're not will never work in the long-term although it might work for a short time.

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