UPDATED - BRAND NEW - MAOISM LITE V.2.1

How Marketing Can Play Role in Politics

Media outlets, free market, international influence has changed the Chinese political arena since the original Maoist communism (MAOISM v.0.1).

Currently, reforms require delicate execution and modern strategy to succeed in the political stage of China. Contemporary leaders of world have to align their political goals to numerous new challenges. Political agenda, its related products must also change to better and updated glossy versions to be attractive. Modern day, PR campaigns seem benefit from shimmer of business sense for public appeal and effectiveness.

The original MAOISM is became somewhat like a brand name similar NIKE or Starbucks in commercial China. But the brand has changed, and the company that produces the legendary brand is under new management.

MAOISM v.1.1

30 years ago Mao’s original branding messages were delivered in very bold pattern. Strategy was long term, first to build brand and use the brand to push products. The political campaign’s stages divided in smaller increments; and each increment contain it’s own messages. Slogans phrases were watered down several times until it became simple phrase to appeal the target audience (uneducated mass). Its result was wonderful; each message hit the target and suited for each user. Quotes like “Communism is not love. Communism is a hammer which we use to crush enemy” is not only a strong marketing slogan but also a user guide answer to which all there is to know about communism. It’s bold, not cheap, resonating and not easily perishable. 30 years ago constant change of update, long term strategy and static tactical delivery created one man iconic branding that stands for the organizational agenda.

MAOISM v.2.1

Today's Maoism is changed into commercialized LITE version of what MAO has originally visioned. Circumstances changed the original MAOISM brand to to a user friendly, “green”, non-threatening, low calories, low fat, vitamins added and shinny packaged MAOISM v.2. Leaders like Mr. Xi Jinpin, has to sell a different product from 30 years ago. His recent endeavor for example, concerns domestic issues of corruption. The campaign has attracted lots of headlines in the western media as well as domestic awareness, and even some “street credibility”.

From the mass marketing standpoint, the message has to be very bold, yet very cheap to sell a lot in faster period of time. It has be all-in-one package, “buy this and you will get this, this, plus this benefits for free”. The message has to be very round for everyone to feel good; it has to be very righteous in the public eye with no conflicts of the values.

From the strategy point of view, it has to be short term. Basic demographic profile of the consumers are not only Chinese people, but also the same people who supports him and takes bribes. So, to illustrate effectiveness of the product, few samples here and there will be given for public spectacles but not too many, in other words, it has to have a very low production costs. Which means it cannot hurt too many of his people. It has to be obsolete in short period to make room for the next big thing. In other words anti-curroption campaign will be over in next 1-2 years.

Today's MAOISM products don't last long, sells fast, very shinny, very commercialized.

MAOISM v.3 product future road map

Selling cheap product is good for short-term profit (maybe next election or whatever). When product became obsolete, people buy new. However, for the long-term perspective, high quality durable goods are the good business strategy. For political business, moves and agenda are products need to be sold to public. Big bold products have profound effects in people’s life in long term. On contrary, short in term objectives can reach wide range, cost less, less risky and high volume. To build long term iconic brand like MAOISM, product cost needs to be increased. Which means more results, more crackdowns, more people jailed or executed or complete reform needed. So the leadership eventually has to make business decision of:

1. Profit from short term sells numbers or

2. Build a long-term iconic brand with historical impact on people’s lives.