I was reading a recent article by Bruce Horovitz of USA TODAY about the brands that Barack Obama and his family are associated with by using, wearing or consuming. If Barack happens to wear a type of trainer or eat a certain make of food this can mean amazing increases in awareness and sales of the associated brands. It also got me thinking what MIGHT BE the case for the Manx equivalent here on the island for potential Isle of Man branding opportunities. So here goes with a bit of light hearted fun with the first attempt.
President of the USA v The Chief Minister of the Isle of Man
1. Clothing/Suits
Barack Obama
Apparently he is a big fan of Hart Schaffner Marx suits — the Gold Trumpeter line, which is 97% worsted wool and 3% cashmere. The suits are made USA, sell for about $1,300 custom-made (his are) or less than $1,000 off-the-rack. Obama is said to have three gray and three navy blue. “He’s certainly generated a lot of interest,” says Hartmarx CEO Homi Patel.
Our Tony
I reckon he is a big fan of the Manx Tarten (well he should be!). Before Tynwald day and special government functions I expect you might find Tony in the Celtic Gold shop in Peel getting fitted out if he hasn’t got one hanging up in his wardrobe already! Before Tony was Chief Minister he would probably have been seen sporting a Browns Electrics polo shirt whilst either serving happy customers in his shop or rewiring a local Manx house or Castletown office. Definatley more exciting than the boring old suit worn by the US president – well in our Tony!
2. Snacks.
Obama
He likes to eat and snack healthy. He likes Planters Trail Mix: Nuts, Seeds and Raisins. Planters has White House links dating to former president (and peanut farmer) Carter, as a sponsor of the Plains, Ga., Peanut Festival, says Laurie Guzzinati, a Kraft Foods spokeswoman.
Our Tony
It has to be that Manx traditional dish of chips, cheese and gravy from either the Terrace Chippy or the Islander. It could even be a tasty Kipper Bap with Manx Kippers from Devereau’s with the fresh white bap from Ramsey Bakery. It sure beats nuts, grains and rabbit food and is much more in tune with the culture and heritage of the Isle of Man!
3. Sweets
Obama
The Obamas are said to eat Fran’s Chocolates, an artisan chocolate brand from Seattle. Barack prefers Fran’s Smoked Sea Salt Caramel in Milk Chocolate ($24 for a 16-piece box) whilst his wife Michelle prefers dark chocolate, says Sean Seedlock, Fran’s marketing chief.
Our Tony
Being a true manx man I reckon Tony likes the clean crisp taste of Manx Knobs and probably pops in to The Port Erin Gaslight & Aerated Waters Company shop in Castletown square to purchase a tin or two to suck on whilst in sitting in the House of Key’s. Other snacks he might like could include a whippy 99 from Davisons ice cream parlour in Peel, probably on a Sunday aftnoon when he has nothing exciting to do!
4. Drinks.
Obama
He is said to be a fan of Black Forest Berry Honest Tea. “It raises the profile of our brand and all organic products,” says Seth Goldman, CEO of Honest Tea. “We’d love for it to be the official drink of the new administration.”
Our Tony
Having sold a few kettles in his time I would think Tony would be a real connoisseur of Manx Tea tea, so it would have to be the Fairy bridge blend or on special occasions the Glen Helen blend. When he is out socialising or winding down after a hard day leading the country I would expect him to have the odd pint of Okells bitter or even a crafty shot of ManX spirit if its been a particulary challenging week!
5. Transport & Vehicles
Obama
The Obama family owns a $34,000 Ford Escape hybrid. Ford is “delighted” the family chose the SUV, “but we won’t be out there actively promoting that,” says Ford spokesman Jay Ward. Once he is settled in to the White House he will of course be flying in Airforce One private jet to the US president.
Our Tony
I really don’t know what vehicle Tony might drive. I reckon something like a Jaguar or even a Peel car? When he has to travel off the island then I don’t think it stretches to a private jet so it could even be a cabin on the Isle of Man Steampacket’s flagship vessel the Ben My Chree.
6. Sports.
Obama
Barack Obama lovesbasketball. Adam Silver, deputy commissioner of the National Basketball Association, says he expects the baseball field on the White House south lawn will be replaced with a hoops court. “Maybe they will pass a law that makes basketball the nation’s official pastime.”
Our Tony
High speed motorcycle road racing would be pretty high up the agenda I reckon followed secondly by the Southern 100 road races around his home circuit of Billown. Football and supporting Castletown FC could also feature fairly high on the agenda?
So you see, there could be some real opportunities for local Manx brands to do well off the back of endorsements and product placement by the Isle of Man Chief Minister.
If anyone does really know what brands Tony wears or endorses or if Tony himself wants to let us know then I am sure we could come up with the real manx equivalent instead of just my take on things!