Policy address 08



Everything can be branded with the concept of branding. A government is also a brand. There are various policies, the products, to be sold to its citizens. It's not an easy task if you really think about it as a matter of branding. Branding is about segmentation and targeting. No policy can please everyone and address the need of all. It's takes insights and the guts to make trade-off decisions. At the end of the day, no great brand is positioned for everyone. Likewise, if we look at the great leaders in the history, they all push policies that are good for the countries regardless of oppositions with the use of publicity and political influence. Hard fights, you bet. Take a look at this ad of policy address of this year. It's a reflection of how (in)capable our government is. Big bluff and empty talk as you can see. As a little peasant, you just can't help asking: how does it benefit me ? This question has to be answered in every ad. There is no exception for public affair ads.

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