Tags: Hollywood | Media Bias | brand | coulter | labor

Ann Coulter Roasted at Rob Lowe Roast

Ann Coulter Roasted at Rob Lowe Roast

 (AP)

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Tuesday, 06 September 2016 12:54 PM Current | Bio | Archive

Last night, Labor Day 2016, Comedy Central broadcast the cringeworthy roast of Ann Coulter, I mean Rob Lowe. Even though the movie star was the real guest of honor, most of the insults were hurled at the conservative author.

The difference between this roast and previous ones: the invective aimed at Coulter was real.

Coulter seemed clueless about the purpose and style of a roast – and her role in it. Why exactly did Jeff Ross, the "roastmaster general,” invite her?

It was as if she had come to play football with a tennis racket. She’s not as savvy as one might have thought.

Coulter violated every branding axiom I can think of, starting with: Know your audience.

She must have thought she was on Sean Hannity’s show, talking to the Fox News crowd. As the late John McLaughlin would shout: Wrong!

Obviously, Coulter never had watched one of these skewerfests before. Another rule of branding is to know what the audience wants and expects — and to speak their language.

Before it was Coulter’s turn at the mic, the other gladiators had mercilessly excoriated her with countless gonad, face, and race jokes. Jimmy Carr, the British comedian, suggested that she kill herself.

So, she had plenty of ammunition to respond in kind — and the audience would have supported her. Instead, she alienated the audience and bombed.

As she ascended the podium, she placed a copy of her latest book, “In Trump We Trust,” on top of it. Then, she shamelessly promoted it. Seriously. The liberal Hollywood audience gasped.

Like a machine gun, Coulter circled the dais, leveling disingenuous attacks at the other roasters, always with incongruous political overtones. I was literally squirming in my seat.

Instead of rolling in the aisles, her targets rolled their eyes. Pathetic.

Another branding rule: know the genre. This was an entertainment show — not a political forum, not the QVC network, not a place to diss Obama. The goal of each roaster was to make people laugh — not boo and hiss — and to laugh at himself. Ann failed on all counts.

Finally, the chief objective of branding is to connect with your audience.

Because she didn’t know her audience, didn’t know what they wanted and expected, didn’t speak their language, and didn’t understand the genre, she didn’t connect. In fact, she disconnected from the start.

Learn from Ann Coulter’s experience. The same principles apply in every walk of life, especially the business world. Violate them at your peril.

Marc Rudov is a branding adviser to CEOs, and is the author of "Be Unique or Be Ignored: The CEO's Guide to Branding." He is the founder of MarcRudov.com. For more of his reports, Go Here Now.

 

 

 

 



 

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MarcRudov
Coulter violated every branding axiom I can think of, starting with: Know your audience. Obviously, Coulter never had watched one of these skewerfests before.
brand, coulter, labor
451
2016-54-06
Tuesday, 06 September 2016 12:54 PM
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