What brands can learn from Hillary Clinton about connecting with your target.

By Amber Hudson and Luke Sklar

Last week Hillary Clinton became the presumptive nominee for the Democratic Party.  Now, let’s just pause for a moment and recognize the historical significance of what’s going on here – Hillary Clinton has become the first woman in US history to lead a major party.  This is huge!  I mean, women won the right to vote less than 100 years ago and now the US is poised to have its first female president.

So why is no one talking about it?

Here’s a shocking statistic, according to a new poll released by Vox on Tuesday, only 42% of American women agree this is “historic”.  Am I missing something here?!?!  This is an enormous breakthrough, something we should be celebrating with our daughters. Yet no one is really talking about it.  Why?  Well, for one thing there is too much opinion, accusation and mud-slinging overshadowing this moment.  But the biggest reason….Hillary lacks charisma. She’s smart, experienced, tough, the true definition of grit.  But she just really makes it hard to connect with her on a personal level.

So what’s a brand with no charisma to do?  Let’s take a lesson from Smucker’s.  It’s jam.  It’s old fashioned.  It has a funny name.  Hardly the type of thing you’d connect with.  But they’ve done a great job of having fun with their shortcomings and clearly know what is felt and being said about them.  After all, “with a name like Smucker’s, it has to be good”. 

So we are going to celebrate this truly historic event because no one else is.  And we hope Hillary finds a way to break through the noise and show some charisma when the actual presidential election campaign begins.