To: jeevacation©gmail.corn[jeevacation@gmail.corn]
From: PETER MANDELSON
Sent: Mon 6/14/2010 12:42:06 PM
Subject: intro + banks
How a politician communicates is about how you emotionally connect with and
persuade the voters. It is a basic craft of the job. You need to know, intuitively,
what the voter wants to see and hear. You need to tell a coherent story about
yourself and your values, illustrating with words and images that find an echo in
what's in the voter's mind. Political persuasion is about advancing a consistent set
of values, ideas and associations to help you make your case. The same is true for
any other form of persuasion, from marketing products to leading people in the
business world. You just have to look at what the banks have been through these
past years to understand how, with government and public on their backs and
likely to remain there, they have to start telling a lucid and consistent story about
themselves in order to rebuild their brand and reputation.
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