What a difference a week makes
"Who does her PR
now?" This is the question
Janet Street-Porterasked in her column in Sunday's
Independent.
The "her" she is referring
to is the Prime Minister's other half, Sarah Brown.
Her enquiry was prompted by a
photograph of Mrs Brown stood outside the
Ivyin Hollywood, a celebrity photo op of a restaurant
favoured by the likes of Paris Hilton.
If you're photographed there,
you are pretty much guaranteed space in the next week's gossip
rag, which is fine for socialites and struggling actresses but a
bit odd for spouses of politicians.
When you learn that Sarah was dining
with Sharon Osbourne, June Sarpong, Piers Morgan and Katherine
Jenkins, it only seems odder.
A mere week or so ago, she was
pictured putting the kettle on while
Michelle Obamadid something similarly dull and
domesticated in the background. Great for making her look
down-to-earth and like she too was feeling the pinch from the
economic crisis.
In terms of brand positioning, you
couldn't beat it. The media loves Michelle and they loved Sarah
too.
Photograph her outside an expensive
restaurant alongside a bunch of attention-seeking TV personalities
and suddenly it's not so great and the media are asking why the
Prime Minister's wife is having lavish lunches while the rest
of us make do with a cheese sandwich brought in from home.
If you think of Sarah Brown as a
brand, these two photographs only serve to highlight the importance
of brand positioning and that who or what the brand is positioned
alongside can change peoples' perceptions overnight.
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