by Wayne Allyn Root
Hillary Clinton just lost $6 billion of your taxpayer money. Six billion dollars! That’s billion with a “B.” Six billion dollars is “unaccounted for” under her management at the State Department. More on that later.
First, let’s look at the polls. Clinton is not only the front-runner for President. It isn’t even close. Democrats think she’s a lock to be their nominee. I’m about to prove she isn’t a savior. She is radioactive.
This is the branding opportunity of a lifetime for the GOP. Clinton isn’t formidable or unbeatable. If the GOP had even a clue about branding, they’d understand that Clinton is a gift from heaven!
This is such a great opportunity for the GOP because Clinton is the “A Team.” There is no “B Team.” There is no bench. It’s Clinton or bust for the Democratic Party in 2016. She has a 61-point lead: the biggest lead in Democratic Presidential poll history.
Destroy Clinton now, and it’s over. What are the Democrats left with? “Crazy Joe” Biden? Elizabeth “I swear I’m an American Indian” Warren? Take Clinton down now, before she gets started; and the GOP is in the driver’s seat for 2016.
I travel the world lecturing about branding. I recently returned from a 16-day, four-city tour of South Africa, where I taught “Branding, American Style.” I’ve sold many millions of dollars of different products on TV, radio, infomercials and the Web. I understand branding.
Branding works. Ask Mitt Romney about that. “Team Obama” poisoned Romney’s brand early in 2012. He never recovered.
But, hey, that’s OK. All is fair in love, war and politics. That’s what branding is for. So what is the GOP waiting for? Clinton (just like Romney) is a big, fat sitting duck. Clinton is a Republican brander expert’s dream.
The Democrats are facing a landslide defeat in 2014 because of Obamacare. If Clinton is defeated now, the Democrats will be out of luck in 2016, too.
What do they brand Clinton with? Karl Rove is right.
You don’t brand her with Monica Lewinsky or old Bill Clinton scandals. That’s old news. The voters don’t care about what happened in the 90s.
But I know exactly how to brand Clinton.
Do you remember her Congressional hearings over the Benghazi, Libya, disaster? Clinton famously said, “What difference does it make?” Make her own that brand. “What difference does it make” should become Clinton’s middle name.
Run “What difference does it make” advertisements on TV and radio 24 hours a day, seven days a week. Repeat it so much that you can’t say “Hillary” without finishing the sentence with: “What difference does it make?”
Start with the report by the State Department that $6 billion of your taxpayer money is unaccounted for. Almost all of that happened on Clinton’s watch. According to the U.S. Inspector General, this situation “creates conditions conducive to fraud.” He says there were “no internal controls” — meaning no one cared what happened to $6 billion of your taxpayer money.
This is what Madison Avenue advertising executives call “pure gold.” All the GOP has to do is run TV and radio ads 24 hours a day stating that $6 billion of your taxpayer money is missing. Who was in charge? Clinton. Who was the CEO? Clinton. Where does the buck stop? Clinton. Then show Clinton’s testimony saying, “What difference does it make?”
Next, hit Clinton with a series of Benghazi-themed ads. Once again, Clinton was in charge. During the Benghazi attack, the red phone rang at 2 a.m., just like her 2008 Presidential campaign ads promised. The U.S. Embassy was under attack and Americans were about to die. Show Clinton saying, “What difference does it make?”
The branding campaign should ask: “Where was Hillary when the embassy desperately needed military rescue? Why did Hillary refuse to mount a rescue? Why did Hillary let those four brave heroes die? If those boys were her sons, would she say, ‘What difference does it make?’”
Don’t forget the cover-up. Clinton and everyone at the State Department knew it was a planned al-Qaida attack, not a “spontaneous protest.” A cover-up is a crime. Ask President Richard Nixon. The GOP ads should interview the parents of the four dead American heroes and ask them, “What difference does it make if Hillary participated in a cover-up of your son’s death?”
Then it’s time for Round 3. Clinton was in charge of America’s foreign policy when the world fell into chaos. Show scenes of the entire Mideast in flames, Tahrir Square burning in Cairo, Libya in flames, Syrian children lying dead in the streets, Venezuela’s leader laughing at us and North Korea negotiating with Dennis Rodman. That all happened with Clinton as Secretary of State. Ask voters, “What difference did Hillary make as Secretary of State?”
Then move on to Round 4: Obamacare. Millions of Americans have lost their insurance. Tens of millions have had their insurance premiums dramatically increased. The Congressional Budget Office predicts 2.3 million jobs will be lost. The middle class is being annihilated. Cancer patients are losing their health insurance, or their doctors, or the drugs that keep them alive. Ask, “What difference does it make?”
Ask Clinton where she stands on Obamacare. Does she support it? Does she want government to get even more intrusive? How intrusive? Like a proctologist with his finger up our… wallet? Let’s ask America: “What difference does it make, if government gets even more involved in healthcare under Hillary Clinton?”
Brand that all over national TV and radio now. That’s how you use branding to destroy Clinton’s campaign before it even starts. That’s how you poison Clinton’s brand.
Make Clinton run on her record of accomplishments: $6 billion missing on her watch; four dead American heroes; a criminal cover-up; the world in crisis, chaos and flames while she was in charge of foreign policy; the miserable failure of Obamacare, a mild version of the government takeover she proposed in the 1990s; and the U.S. economy in severe decline under the leadership of an Administration she endorsed and supported.
“What difference does it make?” Clinton will soon find out. So will the Democratic Party. Clinton isn’t their savior; she is radioactive.
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