Apr 26, 201112:00 AMIt's All About Content
with Thomas Marks
Of Donald Trump and wine labels
Thomas Marks brings years of marketing experience to his blog "It's All About Content" as the President and Managing Partner of TMA+Peritus. Prior to starting the agency in 1983, Tom was the VP of Marketing and Advertising for Bally Corporation in Chicago. He was also President of Bally's multimillion-dollar in-house ad agency FFC Advertising.
Serious Republicans are uncomfortable with Trump being a part of the 2012 presidential landscape. Is it because he's a "birther," a serial bankruptcy filer, a rank greenhorn when it comes to campaigns and elections, or could it be that his ex-wife will filet him more ways to Sunday if he chooses to run? Are these the same reasons Democrats can't wait for Trump to go all-in? Is he the new Pat Paulsen of the Republican Party? No, Paulsen was funny. Ladies and gentlemen, it's the hair and there's no way you're going to weave yourself around it. I'd like to see a debate between Mitt Romney and Donald Trump. Mitt has enough hair product to go up in flames, Trump has enough fire retardant to flame out.
Trump's brand is his hair; just like Don King, Pat Riley, the Beebs, and Bozo. It's more rodential than presidential. More scalp sheaf than commander-in-chief. Nonetheless, it's a powerful brand, which gets me to thinking about wine. These crazy wine names and labels are going to drive me to drink. I buy wine based on the label, but I'm not buying Donald Trump. I like movies, so I'll grab a bottle of Coppola off the shelf. Now that doesn't mean that if Vin Diesel bought a vineyard, I'd be the first in line for a 12-pack. I can hear it now: "It's full-bodied with a hint of fuel smoke and some oak on the nose." Yes, oak as in an oak casket.
Wine labels might say as much about who's buying as they say about what's inside. Red, white and, of course, rose' for the flip-floppers. I prefer the image of a truck, a one-room schoolhouse, or the Sonoma Valley on my labels. I don't like family crests – they're too self-serving and lack an emotional connection, unless you're a member of the family. Trump likes crests. He uses one at the end of his television show, that rhymes with nest, which appears to be that thing glued to his dome. And that's why he won't make the final cut as a presidential candidate. A cut and a blow-dry is what he needs, along with a guzzle of some label-less swill hiding in a brown paper bag.
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