[Cross-posted] I know Gov Schwarzenegger divides opinions, but I was interested to read this in the Mercury today:

Schwarzenegger recently proposed distilling the state GOP platform—the party’s statement of core values—into as little as a single page focusing on lowering taxes, limiting the size of government and building a strong national defense. That proposal, in a letter to party members, made no mention of abortion, gay marriage or other social issues that often divide party members.

   Taking politics aside, a one-page summary of the brand’s core values makes sense. In fact, a one-sentence summary makes even better sense. How else can a disparate group of people be united under a banner?
   Starting with what an organization agrees on and building from there is one of the wisest things that a CEO seeking to transform it can do.
   Reading through the Mercury report, it seems that this routine matter is too darn hard for those in the political process. The leader says one thing, the people beneath him take ten times longer than any corporation, probably due to selfishness and an absence of generosity.
   What those stalling such processes, and they are rather minor in the grand scheme of things, fail to realize is that news of divisiveness makes the GOP even harder to fathom as a party with any direction.
   And since the liberal media are widespread, similar divisions in the Democrats—and I am sure they exist, perhaps more so—won’t be exposed as they champion Clinton and Obama. Even conservative media following the dollar might want sufficient scandal for sensationalism’s sake.

Tags: branding, brands, brand management, management, leadership, marketing, politics, California, Arnold Schwarzenegger, brand values, organizational behaviour, USA, GOP, Republican Party, media Posted by Jack Yan, 05:39  permalink

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