Flip-Flopping...

I find watching the presidential campaign unfold as we approach the Election quite entertaining. It’s also an interesting study in marketing strategies.

Take spin, for example. Politicians are experts at spin.

Say there’s an inconsistency in Obama’s voting record. McCain’s staff would probably jump on it charging the Dem with “flip-flopping”. Barack’s camp, on the other hand, would likely defend his record by saying the candidate has “evolved” on the issue.

Or vice-versa.

Doesn’t matter which side does it. The strategy is turning a perceived negative into a positive. Or turning a positive into a negative -- depending on which side you’re on. You just need to spin the story in your favor.

Marketers do it all the time.

One brand makes a claim: “Green Products.” The competition counters the claim: “Greenwashing.”

Who’s right? It all depends on your perspective.

Homework: How can you turn a negative into a positive? What is the upside of your product or services downside? Or what’s the downside of your competitor’s upside?