We claim as our brand: truth

Brand isn’t about logos and colors and an attractive home page. It’s about the instantaneous, gut reaction you want people to have when they think about you. If you are very, very skillful, or very, very lucky, your brand can command a core human value. Today, The New York Times is both.

I would love to be on their marketing team right now.

On the luck side, the nation’s Brand Manager in Chief has taken them on:

The failing New York Times? Not today.

One can debate whether there is “no such thing as bad publicity,” but anyone who looks at marketing history knows that a fast, smart response is everything. The Times is responding with skill, using the President’s attention as an opportunity to grab a brand value that’s not usually available: Truth.

There are values a company can’t claim without seeming phony. You can’t tell everyone you’re trustworthy or honest in so many words; similarly, claiming truth is a dangerous proposition — unless you’re lucky enough to be under attack by someone your constituents consider an enemy. The New York Times has claimed a high ground that will help it take a leadership position.

In multiple media, the Times is investing in the banner of truth.

It comes at a fortunate time. The company has had credibility and financial issues but the public’s memory is not very long, and the timing seems perfect. A strong, protracted statement — a branding campaign — is just what The Gray Lady needs.

Obviously, there’s a sizable percentage of the population that won’t buy this. But they’re not in the newspaper’s potential audience anyway.

For years, many of us have been wondering how newspapers will survive. People didn’t seem to see value in reporting and investigation, or even in writing. The Internet was drowning traditional news values. But some will survive and some will thrive. There are glimmers of hopes for the news business, with a few rising stars, like The Washington Post, The Wall Street Journal, and now, the “failing” New York Times.

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