The Rezko Dilemma (MEMO!!!)

[alcibiades_mystery]

MEMORANDUM (Confidential)

FROM: MARK PENN
TO: Creative Team
DATE: March 14, 2007
SUBJECT: Rezko Brand Name, Take 2

In light of our successes in Ohio and Texas, and our recent strategic push on Reverend Wright, we have decided that it's time to revisit the Rezko issue. Of course, as was discussed in January, this whole Rezko business has brought to light a very vexing problem.

Should branding products refer to Mr. Rezko as Antoin, thereby linking him with the "cheese-eating surrender monkey" stereotype of the French, or should they refer to him as Tony, thereby linking him with various stereotypical mafiosi? One can see the plain benefits of each as a matter of substantial political discussion, but only ONE avenue will do if we're trying to brand a new product.

Research has shown that the electorate cannot retain the phrase "Antoin 'Tony'" as a single entity, although test audiences did seem capable of remembering "Tony 'the Lid' Rezco," with the likely explanation of our focus group screeners being that nicknames tend to have more sticking value when they refer to inanimate objects or bodily characteristics. "Fat Tony" worked as well, for instance, as did "Tan Tony." Research has also shown that the name "Antoin" evokes association of homosexuality in between 16 and 23% of male African Americans, so we might be able to peel up to 2.5% of that demographic away by so branding. Like I said, it's a vexing problem.

Howie W. has suggested that we use Antoin in major urban areas, and Tony in rural areas (esp. in PA!!), but production predicts that such a distribution might run up printing costs, while I personally think it would just end up diluting the brand image. Bottom line, people: we have to pick one. So, get back to me by close of business Monday, March 17 with your choice and some demographic evidence for justification. Two major research areas:

1) Who do rural Pennsylvanians distrust more: the French or the mafia?
2) Will using "Tony" in Philadelphia actually hurt our numbers in South Philly and the suburbs?

Let's get cracking, people!!!

-------------------

:-)

[thereismore]

1. Is this for real or is it parody? I can't tell with Mark Marco 'Polo' Penn ...

[bunnies]

2. Im wondering the same thing. Pretty sad that we cant tell eh? nt

[alcibiades_mystery]

3. I'll never tell...

:-)

[Nitrogenica]

4. Too much of a mystery for my taste.

Iggied. Sorry.

[alcibiades_mystery]

6. Quelle dommage

:rofl:

[ElsewheresDaughter]

5. jerk

[alcibiades_mystery]

7. Kizzick

[Oilwellian]

8. Why do I believe this is real?

I know it has to be a great disappointment for the Hillary fans. I'm betting they thought there was this damning memo floating around that would catch Obama red-handed.

:rofl:

[wiggs]

10. Because the GOP has been putting out similar for 7 years. Disgusting. Hopefully

this is not real, but one candidate has shown a tendency to pick up where Rove left off in misinformation, polarization, fear, and media manipulation.

[alcibiades_mystery]

11. Whaaaa????

:-)

[Coexist]

9. funny.

[alcibiades_mystery]

12. Why thank you