Jeb Can’t Fix a Failed Personal Brand

Maybe Jeb can fix why his PR team hates him so much?

What happened in politics yesterday has nothing to do with affiliation, party lines, or bias. What Jeb Bush announced as his new slogan was a case study in brand suicide.

As a member of the public relations community, you either know of a few or include yourself in the hyper niche groups known as ‘grammarians’, ‘logophiles’, or even ‘word nerds.’ These are the well-meaning dweebs who probably love their trusty red marker more than a diagrammed sentence penned by F. Scott Fitzgerald.

They hear a phrase and read into it a meaning or intent you never considered. Jeb Bush’s cracked campaign team could have used one of you prior to his announcement of a rebooted (now arguably kicked to the curb) presidential campaign.

“If Lincoln were alive today, imagine the foolishness he would have to suffer. Advisers telling him to shave his beard. Cable pundits telling him to lose the top hat,” Bush told an enthusiastic crowd gathered today at the Tampa Garden Club in Florida.

“Some advice is more strategic. Nail that zinger. Be angrier. Hide your inner wonk. But I have learned two important things from my time serving the people of Florida: One, I can’t be someone I’m not. And, two, getting things done isn’t about yelling into a camera, or regurgitating sound bites free of substance,” he said.

Ergo, Jeb can fix it. What could possibly go wrong? Answer: Everything. Children’s movies? The fix is in? It is the human vernacular after all.

And then this…

Mic. Dropped. See ya’, Jeb.

[FEATURED PHOTO: Jacqueline Alemany, Twitter/CBSNews.com]