A woman, an African-American and a Hispanic-American walk into a bar … er … run for president. For all the noise that has been made about Hillary and Barack, I wouldn’t be surprised if the eventual Democratic nominee is the other person who announced this weekend: New Mexico Gov. Bill Richardson. Richardson has one clear advantage over nearly everyone else running for the nomination: He’s not a senator. (He also has a huge advantage over Biden/Kerry, etc. He’s neither a senator nor either one of them.) The U.S. doesn’t much care to send senators to the White House. Last one to make the leap via election — JFK. Before that you have to go back to … Taft? We like governors. Richardson and Iowa Gov. Tom Vlisack, who is also running in case you forgot, have a slight drawback in that the public generally goes for unemployed governors — but that’s just a bump in the road.
Richardson’s other advantage when it comes to building a brand is that he actually has experience doing stuff as an ambassador and sec. of energy and congressman. Although experience in these areas is vastly more important to the press than it is to the public. Indeed experience means there is a trail of things for the press and your opponents to feed on, which is one reason why Obama is enjoying the coverage he is: He’s the political version of the Virgin Birth right now. He’s also smart and charming as hell, the latter being his biggest difference from Hillary.
From a pure brand perspective, Richardson has a huge disadvantage: his name. Hillary. Barack. Elvis. Cher. Coke. Those one word brand names are a big plus.
About Hillary: Why declare on a Saturday? I’m guessing she knows how much flack she’s going to get and so didn’t want to have a huge kick-off to Hillary Hunting Season. It was the headlines on Sunday and by Monday it’s old news and the baying press corps have moved on to new targets for the time being. Another thing in Hillary’s favor, she has been so demonized that people are always pleasantly surprised when they encounter the actual person and not the creature of rhetoric. People may not like her any more than they did before but they do start to suspect she’s a bit different than what they’ve been told.
Say what else you care to about Barack, Hillary and Richardson — they are possibly the smartest group ever to run for the Dem. nomination, so it should be a fun ride.
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