A Branding Perspective on the Wall Street Bailout

BBC magazine ran a facinating article this week begging the question: Could President Bush saved the country – and the world – some financial and political turmoil if used the word "rescue" instead of "bailout?"

Branding expert Jonathan Gabay certainly thinks so. He suggests that Bush's "failure of branding" hurt his chances of selling the $700bn "bailout" package. Indeed, he suggests that a simple game of world replacement might have let the titanic rescue effort sail through Congress.

Take a look at how various branding experts suggest the bailout should have been marketed, from analogies to heroic firefighters to movie trailers. FB