Friday, October 29, 2010

TOUCHDOWN - FORD RIDES GRAVY TRAIN TO MAYOR'S OFFICE

This week's perspective from Bob Reid:

Rarely are communications campaigns – let alone political campaigns – so sharply focused as was that of the now victorious Rob Ford in his bid for Toronto’s mayoralty. It wasn’t the sole factor in his landslide win, but Ford’s consistency of message throughout was definitely a key part of the winning formula. “Stopping the Gravy Train at City Hall” was Ford’s mantra throughout, and that one sound bite encapsulated perfectly his core positioning of eliminating wasteful spending, respecting taxpayers’ dollars and running a tighter ship all the way around. His refusal to deviate from that message track drove reporters and pundits crazy, but it obviously continued to resonate with voters throughout the campaign period. One golden sound bite does not a guaranteed election win make, but Ford clearly demonstrated the value of consistency when trying to develop a clear brand for a mass audience.

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