The Artful Branding of Mitt Romney

Friday, August 31, 2012

Republican presidential candidate, former Massachusetts Gov. Mitt Romney delivers his nomination acceptance speech Republican presidential candidate, former Massachusetts Gov. Mitt Romney delivers his nomination acceptance speech. (Joe Raedle/Getty Images)

It’s simple, but true. We vote for people we like. And that could be a big problem for Mitt Romney.

The Washington Post reports that he trails President Obama by 39 points in the all-important likability factor. The candidate with a higher likability has won in the last six elections.

Romney has run on the platform that he’s a businessman who will run the country like a boss runs a company. But who likes a boss? The campaign made moves to “humanize” Romney during the Republican National Convention, including Ann Romney's memorable description of her husband as a young man.

Last night, it was Romney's turn. During his speech, the candidate displayed a softer, more personal side that he has rarely shown in his public life.

Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania, analyzes Romney's re-branding.

Guests:

Kathleen Hall Jamieson

Produced by:

Ben Bradford

Comments [2]

Larry Fisher from Brooklyn, N,Y,

I wonder what the Romney Branding will look like on my ass if he wins?

Hey, if he wins... I will send him my resume...Perhaps those 12 million jobs out there that he will create, will land me in India on a phone listening to people complain about their phone service

Aug. 31 2012 10:13 AM
Charles

LOL. Ms. Jameison said, "anger at Romney and the Republicans," when she meant to say "anger at Obama and the Democrats."

I think that's what the academics at the Annenberg Public Policy Center at the University of Pennsylvania would call a Freudian slip.

Aug. 31 2012 09:15 AM

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