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Archive for Friday, June 29, 2012

Branding blunder

June 29, 2012

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To the editor: 

“Yankee Doodle,” was sung by the Redcoats in the late 1700s to deride New England colonists who sought independence from England, but the “Yanks” embraced the song, and the term “Yankee” became positive rather than negative for Americans. Decades later, when the U.S. entered World War I to help the Allies, our troops went overseas singing: “The Yanks are coming, the Yanks are coming.”

In our day, opponents of the Affordable Health Care Act seized on the term “Obamacare” to denounce and deride the program. On Thursday, the Republican candidate for president declared that if elected he would repeal “Obamacare.”

Opponents could have called the health reform law “Tax-Us Care” or “Cheat-Us Care” or some other derisive term. But, in their anger and frustrations, opponents chose to connect health care reform personally and inextricably to the president. 

In my opinion that was serious marketing and branding blunder.

Years from now, the term “Obamacare,” like the term “Yankee” may have a very positive connotation for most people. It may become a term of approbation for much-needed 21st century health care reform. 

Barack Obama’s opponents, in derision, stuck his name to health care reform. They wanted it to be an epithet. Years from now people may well be warning politicians “keep your hands off my Obamacare.”

Comments

Flap Doodle 1 year, 9 months ago

Just a reminder, Yankee isn't exactly a compliment everywhere in the US.

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Flap Doodle 1 year, 9 months ago

I think that the O-word will be the prefix for many terms of deprecation in the years to come.

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beatrice 1 year, 9 months ago

Shouldn't it really be called "Romneycare," since it was his plan originally?The Supreme Court upheld Romneycare. Romney was certainly in favor of the individual mandate to pay for healthcare insurance before he was against it.

If elected, Romney will not be able to overturn the Affordable Care Act. He has already said he agrees with most things in the act -- things like not having lifetime limits on coverage, not being denied coverage due to pre-existing conditions, parents being allowed to keep children on their insurance up to age 26, etc... -- the only thing he doesn't like is that people have to actually pay for it. Thus far, the new Romneycare is much like the old Romneycare, but allowing everyone to freeload off the system.

So I wonder, which would add more to the deficit, a program that individuals are held accountable for paying their own way as Obama has overseen, or the one that doesn't require any payment at all, as Romney appears to favor?

I suspect people will turn to appreciate "Obamacare." I agree with the letter writer.

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Fred Whitehead Jr. 1 year, 9 months ago

"Obamacare" is a racist, bigoted epthiet coined by the extreme right republicans to further bash and trash the black Kenyan dude in the White House. It is intended to heap derision and hatred on the lawfully elected President of the United States by those klansmen, nazis, and crackers who cannot stomach the gains made by black people in our society. I have heard people at my workplace refer to the Martin Luther King holiday as "Ni%%er Day and the date of Mr. Obama's election as an extension of that holiday. This is nothing but pure racial hatred that we seem to think has been overcome in our society. But the facts are that there are still those who think the President should be dragged down a gravel road with a log chain and hung in a tree.

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Kirk Larson 1 year, 9 months ago

They were thinking that it would work like "Hillarycare" did. Shows that they are devoid of original ideas.

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yourworstnightmare 1 year, 9 months ago

Obamacare has a nice ring to it.

Better than Romneycare, but the exact same thing.

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paulveer 1 year, 9 months ago

Well said, Larry, and I think a lot more of us will start to embrace the term. It appears that the Republicans are attempting to make this election a referendum on the act. It is not a totally stupid strategy, because they have nothing of substance, but on this issue alone I expect the President's lead in relevant polls to increase.

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BornAgainAmerican 1 year, 9 months ago

...I want Nancy Pelosi back as speaker of the house,...

HAHAHAHaHahahahaHaHaHAHA...LOL!..can't stop laughing...ROFLMAO! hahaHaHaHAHA...quick someone call 911HAHAHaHahaha......................................................................................................................

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Leslie Swearingen 1 year, 9 months ago

I am really looking forward to President Obama's next term. If only the Republicans would think about the country and not about their own petty concerns, congress could pass some programs that would greatly benefit everyone.
And, yes, I want Nancy Pelosi back as speaker of the house, and what the woman looks like has nothing to do with how she does her job.
It is time for Americans to serious up, and not be so concentrated on the fluff.

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Liberty_One 1 year, 9 months ago

Why would anyone think the bill was a positive thing when it will only make things worse?

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Souki 1 year, 9 months ago

No one rewrote a law. The court's decision didn't change one word of the Affordable Care Act. The court simply found the act constitutional.

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cato_the_elder 1 year, 9 months ago

What a load of BS. After Obamacare was passed, many liberals also called it "Obamacare" in order to reflect what they thought was an accomplishment. The snide criticism of anyone using that term didn't begin in earnest until liberals began to realize that it might be held unconstitutional. At that point, anyone who said "Obamacare" began to be derided by most of the electronic media and all liberals in Washington. Now that one Supreme Court Justice has chosen to rewrite a statute from the bench and Obamacare has survived a very meritorious constitutional challenge, hypocritical liberals will again be delighted to call it "Obamacare."

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