Opinions about branding by Dr. Dannielle Blumenthal

Search This Blog

Friday, October 12, 2007

Ann Coulter's "Jew perfected" comment -- branding or theology?

According to this CBS News report, Donny Deutsch told AdWeek: “Candidly, I had her on not to talk about politics but to talk about her brand strategy. Whether you like her or not, her strategy is to be extreme and that's a way to make money. But because it's her, it drifted into politics."

Coulter was a guest on Deutsch’s show The Big Idea, where he asked her to “give her version of a better America.” As CBS News reports, she said that “it would look like New York City during the 2004 Republican National Convention.” (quoting CBS News here, not Coulter)

Deutsch asked Coulter to explain and she said “People were happy. They're Christian. They're tolerant. They defend America ..."

Deutsch interrupted Coulter to say: "Christian ... so we should be Christian? It would be better if we were all Christian?"

Coulter replied “Yes” twice.

According to the news report, Coulter tried to “shift the conversation,” but Deutsch repeatedly brought it back to her comments about Jews.

And Coulter accepted Deutsch’s provocation, later stating: “We just want Jews to be perfected…That is what Christianity is.”

The reality is that Coulter’s comments fit right in with her brand strategy. That is, she stuck with her “promise” to be extreme in her point of view--to go so far out on the precipice that there is no coming back. The comments also seemed to fit in with a brand strategy on Deutsch’s part, as he kept purposely bringing her back to her comments about Jews and Judaism. Maybe being outrageous is part of having a big idea.

Coulter's dismissal of the validity of Judaism as a religion is anti-Semitic, of that there is no doubt. The real question that remains is, was Coulter only "doing branding" or sincerely expressing herself as a Christian believer?

The answer, probably, is both.