Everyone is talking about Joe Biden’s strong poll numbers. And that's the problem. His poll numbers may be strong but his candidacy is so very weak.
And let’s face it. No one really has criticized him because of their respect for his service, his personal achievements, his overall perception as a man with integrity and his affable personality.
That will certainly change once the general election campaign starts. When the real competition starts, it’s no holds barred. And with Trump’s personal branding genius — and his willingness to fight — Joe Biden may not be recognizable as a person or a candidate by the time this is all done.
Up to now, it’s been hard to dislike Joe. He was a retail pol. Kissing babies, shaking hands, hugging constituents he knew for years, knowing voter’s names and being the kind of guy that you would feel comfortable supporting and eventually voting for when all was said and done.
Well, things may have changed. In recent weeks and months, the wheels may have come off the “No Malarkey” bus tour.
For example: His bizarre reference to “saying that kids would approach him while he was working as a lifeguard at the public pool and straighten out his curly leg hair,” as Snopes puts it.
And then there was a clip showing him making a supposed gaffe by saying “I love kids jumping on my lap.”
Let’s not forget his strong and borderline unhinged reaction to a voter in Iowa who dared ask him about the propriety of having his son sit on the board of directors of a foreign corporation with dealings with the United States.
“You’re a damn liar, man. That’s not true,” Biden said. He then proceeded to challenge him to a push-up contest.
These events, along with his un-hip No Malarkey Bus Tour moniker, changes the tone. It gets even the most open-minded about his candidacy to question whether he is the man for the job of defeating Trump.
This gives Biden a great opportunity to do something truly out of the ordinary. Something original, something that will differentiate himself from all others in the race. Something that could put the party back on its feet and on a path to a 2020 victory. It would be a Hail Mary pass, but it would also provide stability and unity among Democrats so that they have a solid chance to defeat the president. (That’s if they really want to defeat Trump, no matter the cost.)
So what could it be? It would mean stepping down and endorsing a candidate who could give the president a real run for his money, and I’m not talking about Mayor Pete Buttigieg either.
It would be endorsing Mike Bloomberg — the only Democratic candidate with any chance of reclaiming the White House.
The dirty little secret that no one wants to admit: Joe Biden’s time has come and gone!
Ideally, a family member or someone close to the venerable Senator has to tell him this and, more importantly, convince him to move on. Persuading him to step aside while endorsing Bloomberg would be of significant assistance to the party.
By making the Bloomberg endorsement he would be signaling to the party that the others currently running for the nomination don’t have what it takes either. Some would argue that neither does Bloomberg, but at least with Bloomberg there would be a candidate to “trump” the president’s business brand attribute. And with Bloomberg’s money, the game would be competitive.
This would be Biden’s “swan song” and a memorable one at that. And it would mean Biden and the Democrats will have learned an important lesson — it’s always easier when you have marketing and branding in mind.
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.
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