I love to tell people my title because it is fairly unusual -- chief reputation strategist. At least it was nearly 10 years ago when I was hired at Weber Shandwick. Today I was reading an article about the rebranding of Hillary Clinton which is definitely worth a read and it described how she had hired consumer marketing specialists to help shape her reputation for the presidential election in 2016. There are references to how a variety of brands have had to reinvent themselves over time such as JCPenney, Coca-Cola and Budweiser.
But back to my opener about titles and a new one that just came across in the above article -- chief purposologist. The owner of this title is Haley Rushing at the Purpose Institute. Here is how she describes what she does: "As Chief Purposologist, Haley leads a team of people who act as organizational therapists, anthropologists and investigators dogged in their pursuit of uncovering the purpose at the heart of an organization." When it comes to Hillary, Rushing's partner and co-founder Roy Spence says that they are looking for that one word that describes Hillary's promise. The big question in rebranding or reinventing Hillary for the campaign is What is her promise to the world? "With Mercedes, it’s quality. With Volvo, it’s safety. With Coca-Cola, it’s refreshment. If you can get her promise down to one word, that’s the key.” President Obama had Hope and also Change. A few words. Once Hillary and her branding wizards figure out that one word that will sum it all up, they should be on their way. Maybe it is not so complicated and the one word is Hillary!
Instead of Purposologist, why not Promisologist?