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DIGO Founder Mark Dimassimo on the impact on Gingrich’s character and brand of his response to his ex-wife’s claims in an interview.
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Spokesperson there was no admission ABC news did not offer us -- opportunity to have -- in this case it's -- three days -- but it pressured ABC news before they -- -- interview anyone to give our side of the story now branding expert Mike to Bessie.
You said is that what happened here could be sort of like the tip of sort of character iceberg here on.
It's -- what what what do you what do you think this tells us part so -- a brand guy and I look at that Newt Gingrich is brand and also the strategy that he is pursuing.
In trying to win this nomination.
Now -- is a great strategist.
He knows that the conservatives.
Need a champions who tries to position himself as a champion.
But he's not just strategist -- this campaign he's also the product and this is the product's problem.
The product has a problem and the problem is that the brand is certainly a challenger Brent but there's a difference between a challenger.
And -- champion.
A challengers aggressive but challenger fights a challenger can be hopping mad and excessive.
Right.
But -- champion.
Is loyal.
Honorable.
Fair a gentleman.
Right -- kind of -- politics because it doesn't -- do you -- champion will stand by you and look what look what's happening now with this story.
There's a personal life by -- go to Politico dot com right now the most popular story is this story.
The most popular the most discussed are all the political stories so political folks don't necessarily want to talk about the personal.
But people are interested because it connects at the brand level -- -- -- -- is.
I always speak indicates of people are very gift he's very gifted speaker today.
But usually your greatest gifts can also be your greatest weakness and I remember the boxer Mike -- He lives like trying to corral a -- he was at the strength of ten bed and he could just speak to crap out of everybody.
But it was that same you know out of control recklessness in the ring that was very common -- his behavior outside the break and and ultimately torpedoed his -- And and I know you know no -- gonna confuse my -- sensitive.
My point is that take both suffered the same problem of having a wonderful strike that can be -- wonderful and do -- Yes it's such it's the tragic flaw in characters and in brands.
In order to be a successful.
Candidate.
You have to look like a successful president so yes he's the fighter he's the challenger he's hopping mad.
-- Hot headed arrogance said -- -- today right hot headed arrogance so he's the fighter but is he also the leader.
But -- -- -- buddhism is.
Selling -- you need that right now you needed to take prisoners and -- -- back -- the China shop kind of the other elements of the brand.
Now how can you represent as -- deviant but -- -- Let's see here -- -- then it.
Terrell the American spectator.
That's crossing of the dangers yeah it's when you move into the you think he's a triathlon it terror of getting that ultimately he tried to to -- and dismissed.
It's gonna be is undoing I think it because it connects to the political issues and his own history he's a historian.
Burdened by his own history.
And what they're saying is history of disloyalty to Reagan that's about another very big story today.
-- be criticized Reagan and he was disloyal that's what percent -- -- -- -- you know and I'm -- alright.
Very good market Messina take you very very much that.
