President Bush and New Coke

We all know that a lot can change in a year. Last November, George W. was re-elected for a second term as President because the American people trusted him, trusted his values and trusted his ability to fight terrorism and win the war in Iraq.

Now an AP poll, published this morning, says that not only do a majority of Americans disapprove of the overall job Bush is doing as President, but nearly 6 in 10 Americans don’t even think he’s honest. (Source, AP) What happened to this guy?

In 2000, Bush told America that he would restore honor and trust to the White House. The people believed him and gave him a term. And during those four years, whether you agree or disagree with his actions and policies, he always defended his convictions and seemed to act in a manner consistent with what he believed was right for the country. He acted quickly and decisively when September 11 happened. In the most controversial moments of his first term he passionately defended a politically risky (and extremely divisive) position on the war in Iraq. But the majority of Americans still trusted him even though a significant percentage of others (of diverse political alignments) were skeptical about his intentions.

President Bush was everyone’s lovable (but maybe not so bright) straight-shooting cowboy President.

As he entered his second term, Bush’s cult-like following seemed to be at an all-time high. Not only did his supporters buy his political platform, they actually bought his memorabilia. When was he last time you saw so much bumper sticker support for a President AFTER he was elected? People actually changed their bumper stickers after the election to support "W The President" instead of "W For President". Amazing.

If Bush was a brand, he’d be something along the lines of Coca-Cola. Very popular, but a little old fashioned. Made a career on the color red. You want to believe that all you’re getting is a cool, refreshing beverage, but there’s always that caution in the back of your mind that it may be rotting your teeth.

In 1985, Coke changed the attribute that, more than anything else, defined it as a brand: its flavor. Sure, it still had the Coke name and the red Coke can, but New Coke was not Coca-Cola. An uproar followed and Coke was forced to reintroduce their original formula as “Coca-Cola Classic” just three months later. (Source, Wikipedia)

The reason that Bush’s popularity has nose-dived is that we’re not getting the same old Coke that was elected last November. This is the “New Coke” Bush. The guy who used to come across as a straight-shooting cowboy willing to do whatever it takes, now comes across as being unable, and sometimes even unwilling, to run this country. Instead of defending national security, he defends the ethically questionable (and sometimes illegal) actions of his aides. When the Scooter Libby indictment came down, Bush said Libby was a great American. Karl Rove is still gainfully employed by the White House.

When Hurricane Katrina hit Louisiana and Mississippi, everyone expected to see Bush climb out onto Ground Zero and tell us that everything was going to be fine, just like he did after 9/11. But this time, it took days for him to even get there, long after the situation had become desperate. On that day, he praised his FEMA chief (who he affectionately referred to as “Brownie”) for doing such a great job.

In 1985, people revolted against the soft drink that said it was Coke but wasn’t. Now they are revolting against the guy who said he was a man of integrity and action but apparently isn’t. His customers deserve better. Maybe he needs to find a better brand management team to advise him. The Cheney-Rove Agency isn't doing the job it used to.

This chain of events means that Bush and his party are now especially vulnerable, much as Coke was in the 80’s. Fortunately for the President though, the Democrats aren’t Pepsi. But they should be if they are going to claim the supporters that the President is losing.