Devastating Branding: An Elderly Man With a Poor Memory

Posted February 10, 2024 by Catherine Kaputa in Uncategorized / 0 Comments

The trigger for Biden this week was the special counsel Robert Hur’s report on President Biden’s retention of classified documents

While the good news was that Biden was exonerated, that’s not what everyone is thinking about. It’s about whether Biden is too old to be president.

Hur’s report branded the president as “an elderly man with a poor memory.” It’s a sticky catch phrase that everyone knows now, and it’s burying the fact that Biden is not getting charged for retention of classified documents.

Rather than let the age question die out in the next news cycle, Biden went ballistic and hastily arranged a press conference. The one thing – his age – that Biden didn’t want to be foremost was now the top story, and not for just a day. It didn’t help in his press conference that Biden miss stated the name of the president of Egypt.

Personal Branding Rule Number One: Never set up a meeting with your team when you’re angry. You’ll come across as petulant and defensive and weak.

Personal Branding Rule Number Two: When you’re under attack, pivot. Rather than fall into the trap of denying the accusations like Biden did, “You think I would forget the day my son died?”

Pivot. Steer the conversation in a new direction. In Biden’s case, to his wisdom, accomplishments and experience.

A good rule of thumb in business is to act strong when weak, and to ack weak when strong.

#PresidentBiden, #RobertHur. #ageism, #personalbranding