The New York Times – Contradicting a Carefully Built Brand

“The Selling of the President” has been a business since before 1969, when the author Joe McGinniss wrote about the Nixon campaign and the commercial marketing firm it hired to help package a smart but very uncharismatic candidate. More than 40 years later, in an age of social media and the 24-hour news cycle, this dark art of branding the candidate has become a core function of every big campaign.


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