In pure marketing terms, the vice presidential pick could be seen as a positioning statement for both Barack Obama and John McCain. After all:
- Obama’s ‘freshman senator’ image is nicely counterbalanced with a professional hardball political insider like Joe Biden.
- John McCain’s age factor is nicely offset by Sarah Palin who is 26 years his junior.
Both tickets have an age, youth and diversity mix. Both have experience, unpredictability/maverickism, and the vibes of ‘change.’
The Economist, in a less-than-flattering analysis of Biden paints him a loose cannon: “And when he talks the sentences and paragraphs tumble over each other with no obvious end in sight. Members of the audience just have to cross their fingers and hope.”
The Associated Press comments on Palin’s age this way: “She is younger and less experienced than the first-term Illinois senator, and brings an ethical shadow to the ticket.”
It’s shaping up to be a very exciting positioning exercise. May the best brand win!