Zeno Group Blog

My 9-year old son recently took part in one of our elementary school’s most anticipated events – the annual Lego science fair. The competition, which this year centered around the topic of climate change, attracted numerous students, parents as well as state and local officials. There was a piece for everyone. The kids loved building with Legos, the parents felt good because their children were learning more about science, and the government representatives were able interact with community members and demonstrate their commitment to the public school system. While viewing the intricate displays and watching the awards ceremony, as a marketer I couldn’t help thinking about the benefit to the Lego brand and the positive goodwill and exposure they were receiving among their direct target audience (children) as well as their personal bankers (moms). In fact, when the state’s Attorney General thanked Lego for the company’s commitment to safety and education, I knew he had touched on two topics moms cared about most. And what did we do the very next day? What else? Go out and buy more Legos. This type of grassroots PR campaign is nothing new but it served as a reminder to me that just like a couple of Legos, brands need to stay “connected” to consumers to succeed.

As we eagerly await tonight’s much anticipated vice presidential debate, women across the country – and men for that matter – are asking themselves, “Am I smarter than Sarah Palin?”. After watching Gov. Palin’s interview with Katie Couric where she couldn’t name one publication she regularly read or a Supreme Court decision she didn’t support, the answer is likely to be “Yes!”

But despite her own flubs and Tina Fey mimicry, the reality is that Sarah Palin is no fool as she has demonstrated in her role as governor of Alaska and on the campaign trail. So while Americans may be having doubts about her capabilities, those in the public relations field are questioning her handlers. Why was she so unprepared for a major national broadcast interview? Has she been too scripted and reliant on talking points? As the best media trainers will tell you, there is always a danger of being too rehearsed. Tonight, Gov. Palin will have a chance to redeem herself by showing millions of viewers that she understands the issues and can speak in more than generalities. In the meantime, we can be thankful for the fact that we are focused on Gov Palin’s intellect and not her fashion sense. When she takes the stage in St. Louis, we’ll all get a better sense of whether she’s sharp enough to be vice president…..or if she is just an empty skirt.