When Did Rubio Fail? And the Need for Consistent Behavior


Does not the ear test words as the tongue tastes food? Job 12:11

It is not fair. Trump was vulgar. Rubio was vulgar. Trump’s numbers go up. Rubio is down. Why?

The answer is in the marketing of the candidates. Trump is consistent with his branding of being brash. Rubio was inconsistent with his Altar Boy Goodness.

The sales maxim reminds us that a confused mind always says “no.” Marketing must be consistent. And if there is to be any surprise — it should delight and not complicate. The wrong combination of behavior and expectation can leave a bad taste.

Your (much younger) Business Professor learned this as a teenager cooking up trouble in a candy factory.

Mixed Messages…

Read the article here => https://stream.org/when-did-rubio-fail/

Then comment at the bottom of this page.


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11 Responses

  1. Jack Yoest says:

    This article is required reading for my classes at The Catholic University of America

  2. Blanca Zelaya says:

    Great article, Professor Yoest! I really enjoyed how you mentioned, “Marketing must be consistent in the introduction,” which is very precise. If a marketing technique changes suddenly, it affects the overall result differently. I also enjoyed the part of the article when you mention the scenario of the salt-water taffy and its effect on sales. While the taffy tasted terrible, you were able to analyze and determine different ways to fix the problem. The more straightforward and simple something is, the easier it is to get somebody interested in your product. This is also a supported statement considering you mention “.. the simple is easy to understand and to sell.” It is much more interesting to listen to something simple but very informative because it will sell itself. Overall it was interesting to learn that these same marketing methods are used in politics; in this case, you had mentioned Rubio and Trump.

  3. Joe Hickey says:

    This article shows what can happen when you present yourself inconsistently and how it can greatly affect your standing. In the example Rubio was a politician known for his “Altar Boy Goodness” who was competing against Donald Trump known for playing by his own rules and being overall bold and brash. Rubio decided to try something different and behave more like Trump and to his dismay it ended up hindering him far more than assisting him. People were supporting him because of his unique disposition and once he began acting like Trump he not only failed to bring in new people to his side but also caused a lot of people on his side to leave. Similarly with the taffy example people expected one flavor when they saw the color of the candy however were surprisingly greeted with a drastically different flavor than anticipated which was off-putting to the customer causing them to not be interested in the product. In the marketing world it is important to constantly adapt and evolve to your environment however it is important to do so while staying consistent and true to your brand. Contradictions make people think and the more people think about a product the less likely they are to make a purchase because they are too busy focusing on the negative rather than the positive.

  4. Isabelle Derham says:

    It is important to be consistent in marketing otherwise it leads consumers to overthink and be confused. Rubio was known for being “predictable, consistent, virtuous and polite.” This was his brand. However, Rubio then decided to change his brand to become more like Trump’s which led his branding to be inconsistent and eventually hurt his numbers. Rubio’s numbers went down, however Trump’s numbers went up. This shows how important it is to have a consistent branding. Even though Trump’s marketing was profane and insulting, it was still consistent and people value a known and predictable brand. When Rubio decided to change his brand to be more like Trump’s people became confused with Rubio. This situation was similar to the taffy example. People expected a certain flavor when they saw the color of the taffy, but then they were surprised when it tasted like a different flavor. As a result, they thought the taffy tasted horrible. This shows how inconsistent branding can be harmful because if people remember one brand and then the brand changes the consumers will be confused and not like the brand anymore. It is important in marketing to know your audience and come up with a brand that is consistent. Brand consistency helps the audience to know who you are and it creates trust between the producer and the consumer.

  5. Jack McGorry says:

    This article shows how when it comes to marketing yourself you must always be consistent. This means that regardless of your views you would rather appeal to people as someone with consistent views. The article tells how Marco Rubio was liked when he was his normal self and when he choose to be more like Donald Trump Rubio’s approval rating went down a large amount. The same is true for companies people want what they are used to when regarding companies and what they offer and how they operate. The best example is if Chick-Fil-a started selling cheeseburgers and opening on Sundays to compete with McDonald’s this would most likely upset consistent Chick-Fil-a customers because it is not the same restaurant they are used to. The best idea is to be consistent and stick to your core values as a company and try not to stray from them just to compete with other companies because like Rubio it could just end up hurting you more in the long run.

  6. James Bevevino says:

    The main takeaway from this article is that when marketing anything it is important to stay consistent. Whether you are marketing yourself or a product your target audience is going to want what they expected. I have not really thought about this relationship with consistency and marketing, but it makes sense now. When you think of a company or a product there is always an expectation of what you will receive and if it does not meet your expectations then you will certainly be let down and not come back for seconds. One phrase that stood out to me was that simple sells. It is not simple when a company goes off-script. This is confusing to customers and will not boost sales or interest in the market. Not only is it important to be consistent as a company but it is important to consistent as a person. I have heard that great leaders are always consistent in how they act. Once a person acts out of character they will lose their following. People like a person for who they are and do not want them to change. If a person changes, especially for the worst then it will create a loss of a following.

  7. Gerardo Gonzalez says:

    “Marketing must be consistent in the introduction,” that is the biggest point I grasped from this article, I thought it was a great point. When a marketing technique is abruptly changed, the total result is affected in a different way. I really like the section of the post when you discuss the salt-water taffy scenario and its impact on sales. While the taffy was unpleasant to eat, you were able to assess the situation and come up with a number of solutions. The easier it is to get someone interested in your goods, the more plain and basic it is. This is further backed up by the fact that you say, “…the uncomplicated is easy to comprehend and sell.” Listening to something basic but incredibly instructive is far more engaging since it will sell itself. Overall, it was fascinating to learn that these same marketing techniques are employed in politics; you highlighted Rubio and Trump in this situation.

  8. Sammy Saada says:

    The most important message from this article is that consistency is key. Engaging with your audience and continuously making the people that engage with your business feel recognized is a great way for a successful business. As society has many opinions and not everyone will always agree with your business’s values and morals it is important to show up everyday and keep consistent. People will gain more respect for the company. Society will always have an opinion on what you could do better… and maybe you do listen to society. But then what? You’re not staying true to your business. People will gain more respect for the company by keeping the consistency and holding themselves accountable! A good piece of advice for companies is to focus on the positive encouragement from the public rather than the negative because the negative will make it way harder to focus on your goals and accomplishments.

  9. Cate O'Grady says:

    Hello Professor Yoest! This is an incredible interesting article and I had never thought about presidential candidates through the lens of marketing. I guess that’s the point of this class though isn’t it. I remember when this happened in the 2016 presidential election and how confused I was watching Rubio stoop down to Trump’s level. I guess when you’re at the bottom you can only go up. Trump’s personality is truly consistent and it makes sense that Rubio’s fall from grace was taken so poorly. It was out of character and, as you said, consistency is key. Something to remember going forward in my career in marketing is simples sells. This sounds bad but people don’t want to think to hard when purchasing and, as I’m getting older, I’m learning you’re always buying something.

  10. Abdullah Alghoraiyr says:

    An interesting article about inconsistency and consistency in marketing as well politics. Consistent people are the people who succeed in politics and the right messages. Having consistency in marketing so that customers feel the same when seeing the brand. Inconsistency marketing leads to mixed messages for the audience and the regular customers. It raises questions about the brand and the business. For instance, why did they change the voice of the commercial? It kills the pattern and creates a flaw in the brand. So does in politics, in campaigns, there is only one who speaks for the candidate. If they keep changing the person who speaks for the campaign, the audience will acknowledge this candidate has unusable influence and behavior. It undermines the trust between the audience and the campaign. Likewise with marketing, it builds trust for the brand and increases revenue. The article, tells us that building brand recognition is more important than being consistent. I believe overthinking is precedence that allows us to have the power of being thinking control. There is a Netflix movie that talks about how the Trump campaign rigged the election, it is called “The Great Hack.” It was in the UK, and it started the first election when Trump ran for president. I think this a good movie for marketing students who want to learn how they use marketing strategies and what skills they used.

  11. Joseph Savino says:

    Thanks for the insightful and informative article! Before reading this article, I had little knowledge of Marco Rubio and was prompted to do a little research on him after having read it. I find it interesting that he went off his brand to attack Donald Trump, and the article left me wondering if Rubio’s attack was born of emotion or if one of his staff told Rubio to break from his brand. If it is the former, Rubio definitely isn’t the best leader, to begin with, seeing as he has trouble controlling his emotions under pressure. If it is the former, I would hope that Rubio’s staff learned from the mistake or Rubio should find new staff. I completely agree with the fact that mixed messages can hurt a companies brand. For example, Olds Mobile tried to rebrand itself as not just a car for seniors but as a car that could be driven by young people too. This pivot proved highly unprofitable for the brand and subsequently, the brand was shuttered when GM faced bankruptcy. I was also left wondering if your experiment regarding the saltwater taffy is a common part of food science. I am always hearing how certain brands make their logos and packaging certain colors in order to make you hungry.

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