Hillary Clinton’s sneakily brilliant launch

Editor’s Note: Martha Pease is CEO of DemandWerks, a firm that advises companies on marketing strategy, and co-author of a new book, “Think Round.” The opinions expressed in this commentary are hers.

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Martha Pease: Hillary Clinton got her presidential bid launched by reframing who she is, what she's about

She says Clinton took a low-key, unconventional approach, unlike Marco Rubio's standard announcement

CNN  — 

This week, Hillary Clinton surprised the world yet again — not with the official launch of her campaign but for the unconventional way she did it. She sure pushed the envelope. With her video, new logo and road trip, she opened a long communications campaign not only to “rebrand” herself but to completely reframe who she is, what she stands for and how she intends to run.

We’ll find out over the next year and a half whether it will work. Many in the press and on late-night television scratched their heads this week; others were scathing.

Ruth Marcus – a columnist for the Washington Post – dismissed her launch video as a “relentlessly, insultingly vapid” effort of “demographic box-checking.” Jon Stewart lampooned it as a “State Farm commercial gone viral” and also “boring as s—.” Since the media will likely be the stand-in primary opponent for Hillary, their belief in her authenticity is a critical factor in whether she can reframe herself in voter’s eyes.