Photo courtesy of ABC.com
Okay, I admit it – I’m a huge Dancing with the Stars fan. Not necessarily for the dancing, or the celebrities. I find it really interesting how voters decide who they like – and who they don’t. And although everyone else seems to be “in shock” at the success of Bristol Palin, I don’t find it all that surprising. Because when you watch that 20-year old you realize that, despite how you might feel about her mom or the Republican Party, despite her clutziness at times, despite even a really horrible stint dancing in a gorilla suit, she has what some people feel is the only differentiator in our cluttered world. She’s likeable.
(Don’t start arguing with me unless you’ve watched one full interview with this girl. And no, I’m not a closet Tea Party member.)
You might remember a great book a few years ago called The Likeability Factor
by Tim Sanders. Sanders pointed out that due to the Internet and other factors we live in a world of many more choices than we’ve ever had. And the only thing that could still make a brand stand out in this cluttered world was what he calls the “L-Factor” for likeability. The qualities that make up likeability according to Sanders’ research include friendliness, relevance, empathy and realness.
Let’s do a little report card on the contestant that DID get voted off instead of Bristol Palin – R&B singer Brandy. Supposedly this was a big shock due to her fantastic dancing skills, beauty, etc. But how was her L-Factor?
Friendliness – Um, not so much. She fought with her partner most of the first half of the show and came off as a spoiled brat.
Relevance – Hasn’t had a hit in years.
Empathy – Really doesn’t praise the other contestants, nor is she one that hugs or seems to genuinely like her costars
Realness – This one I’m not sure on, but the fact they call her a diva most of the time should tell you something.
What Sanders said in his book holds true I think, and it’s the reason so many people are voting for Bristol Palin and why they might or might not choose your brand or product. A product may have all the features in the world but unless the consumer likes the brand you’re toast. (Think Google Wave) At the same time, you might have as many brand image problems as Bristol Palin (people booed her mother after one of her first performances, after all) and if you’re likeable, you’ll stand out. (Think Earth shoes. You’re smiling aren’t you?)
One last story… (more…)
