mark penn & microtrends January 29, 2008Posted by KG in 2008 Elections, books, marketing, news, politics, tech.
Tags: barack obama, burson-marsteller, google, hillary clinton, mark penn, marketing, microtrends, polling
A pollster by trade, the CEO of PR giant Burson-Marsteller by position, Penn is obsessed with carving up the electorate into itty-bitty slices and famous for propounding micro-policies to satisfy their cravings and allay their anxieties. Among many in the Clinton circle, he is regarded with intense suspicion; his feuding with her communications director, Howard Wolfson, and longtime ally Harold Ickes is legendary. “A lot of Clinton people aren’t sure that Penn is really a Democrat—you know, he’s kind of a New York Sun guy,” says one of his clients. “Some of them wouldn’t piss on his head if his hair were on fire.”
Clinton’s focus on the quotidian telegraphs to voters her seriousness about issues and tangible deliverables. And this, in turn, may help explain why she is doing so much better among downscale voters than Obama is—along with highlighting one of the core strengths of her candidacy in an ever-worsening economy. According to copious research conducted by Penn, upscale voters tend to focus more on personality and character, while working stiffs focus more on substance and on who will effectively defend their interests. “The eggheads have become the jug-heads,” Penn says, “and the jug-heads have become the eggheads.”
penn discussing microtrends & his book @ google: