Hillary Clinton has faced many challenges in the course of her decades in public life, but none quite as daunting as her speech Thursday accepting the presidential nomination at the Democratic convention in Philadelphia.
The former secretary of state arrives with some of the highest negative perceptions of any candidate — and is facing a media-genic Republican rival in Donald Trump, a man with a penchant for fiery oratory and an eagerness to exploit any Clinton weakness.
“One of the most difficult things in advertising is to shift entrenched perceptions of a brand,” marketing expert and founder of the Los Angeles-based “The Brand Identity Center,” Chad Kawalec, told TheWrap. “People don’t like to be told they were wrong about something, so the content can fall on deaf ears.”
But while Clinton is currently trailing Trump in some national polls, Kawalec said that her barriers to winning the White House are by no means insurmountable — and pointed to how brands like Apple managed to overcome similar branding problems.
“Before the iPhone, tons of people did not feel Mac was for them. It was seen as a creative tool for computer graphic designers,” Kawalec said. “The iPhone changed how people felt about the brand and opened them up to reconsidering all Apple products.”
Clinton faces some ingrained negative opinions — and associations with scandals from Whitewater and her husband Bill’s impeachment over the Monica Lewinsky affair to her handling of Benghazi and a private email server during her time as secretary of state.
And by her own admission, she is not a “natural politician.” She’s been often criticized for being too stiff, and her stump speeches branded either stoic or wonky.
That increases the pressure on her televised speech on Thursday — though experts caution that she not attempt a complete overhaul of her personality but embrace the aspects of herself that got her to where she is.
“Authenticity matters,” Ben LaBolt, former Obama press secretary during the 2012 campaign, told TheWrap.
“She shouldn’t try to be someone she’s not,” screenwriter Jon Favreau, who was President Obama’s former chief speechwriter, said. “She should give a tight, conversational speech that frames the choice in the election and the vision she’s offering — on her terms, in her language.”
To connect with undecided voters, though, Clinton may have to step out of her comfort zone and show a more personal side — a marked departure from her usual public persona.
“She has to continue to talk about policy while making herself more relatable,” Kawalec said. “She has to be not only smooth but also personable.”
The key, observers say, may be to reveal what’s behind her stated policy positions. “What you’ve got to do is really open the curtain and share your values and your motivation,” LaBolt said, adding that for Clinton, “that’s going to be the benchmark that she has to clear.”
Of course, Clinton also has to follow some of the party’s most golden-tongued orators at the podium in Philadelphia.
“Michelle Obama helped grab the spotlight on Monday night and delivered a powerful persuasive argument in support of Hillary,” Kawalec said. “And Bill Clinton’s charm was effective and disarming. Hillary should benefit from all the good will both of them possess and use it to her advantage.”
While Clinton may never be as engaging as her husband or President Obama, some argue that it’s not a prerequisite to be a good commander-in-chief.
“She cares about people and she can get things done,” LaBolt said. “If the test of the presidency was, Who do you want to have a beer with? George W. Bush would have been one of our best presidents.”
Clinton Fans, Bernie Diehards and A-Listers Behind the Scenes at Democratic Convention (Exclusive Photos)
Acclaimed photographer Edward Keating offers an inside look at the Democratic National Convention in Philadelphia.
During Hillary Clinton's acceptance speech last night.
Photographed by Edward Keating
Edward Keating
People listening to a speaker during the last night of the DNC.
Photographed by Edward Keating
Edward Keating
Hillary Clinton's acceptance speech last night.
Photographed by Edward Keating
Edward Keating
Delegate at the last night of the DNC.
Photographed by Edward Keating
Edward Keating
Hillary Clinton delivering her acceptance speech last night.
Photographed by Edward Keating
Edward Keating
A member of the Wisconsin delegation.
Photographed by Edward Keating
Edward Keating
During Hillary Clinton's acceptance speech last night.
Photographed by Edward Keating
Edward Keating
Screen shot from video of President Obama as he takes the stage during the third night of the DNC.
Edward Keating
President Obama delivers speech on Day 3 of the DNC.
Edward Keating
Delegates at Day 3 of the DNC.
Edward Keating
Vice President Joe Biden speaking during the third night of the DNC.
Edward Keating
Vice President Joe Biden speaking during the third night of the DNC.
Edward Keating
Leon Panetta, former CIA director, warning of the dangers of a Trump presidency during the third night of the DNC.
Edward Keating
Delegates at Day 3 of the DNC.
Edward Keating
Gloria Allred, high-profile attorney and member of the California delegation.
Edward Keating
Delegates from South Carolina hold up signs in a memorial to the nine people shot and killed in 2015 during a Bible study session at Emanuel African Methodist Episcopal Church in Charleston.
Edward Keating
Detail of official Hillary Clinton poster.
Edward Keating
Eager partisans head home on the subway after a night at the DNC.
Edward Keating
Georgia Rep. John Lewis at the second night of the convention.
Edward Keating
Bernie Sanders supporters watch the DNC roll call vote on large video screens from Roosevelt Park, across from the Wells Fargo Center.
Edward Keating
Bernie Sanders supporters protest near Wells Fargo Center on Day 2 of the convention.
Edward Keating
Police block entrance to media tent after it was stormed by Bernie Sanders supporters reacting to Hillary Clinton's nomination.
Edward Keating
Bernie Sanders addressing delegates on the first night of the convention.
Edward Keating
After storming the media tent following Hillary Clinton's nomination, some Bernie Sanders supporters sat a quiet vigil outside claiming their voices had not been heard throughout the nomination process.
Edward Keating
Sanders supporter outside media tent amid flood of Bernie brethren following Hillary Clinton's nomination.
Edward Keating
Former New York congressman Anthony Weiner on his way to the DNC.
Edward Keating
A Hillary Clinton supporter holds a sign during Bernie Sanders' speech Monday at the Democratic National Convention in Philadelphia. Photographed by Edward Keating
Edward Keating
Bernie Sanders addresses the Democratic National Convention Monday night.
Photographed by Edward Keating
Edward Keating
Bernie Sanders cut-out near ones for Barack Obama and Hillary Clinton at Jefferson Station, Philadelphia.
Photographed by Edward Keating
Edward Keating
Michelle Obama waves to the crowd at Democratic National Convention on Monday.
Photographed by Edward Keating
Edward Keating
Protesters at a pro-Bernie Sanders rally on Monday.
Photographed by Edward Keating
Edward Keating
Pro-Bernie supporters protest near Wells Fargo Center in Philadelphia.
Photographed by Edward Keating
Edward Keating
Protesters at Philadelphia City Hall carry a puppet of Berta Caceres, the Honduran environmentalist assassinated in March 2016.
Photographed by Edward Keating
Edward Keating
Conventioneer holds a "Love Trumps Hate" sign.
Photographed by Edward Keating
Edward Keating
A Bernie Sanders supporter at the DNC in Philadelphia.
Photographed by Edward Keating
Edward Keating
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Acclaimed photographer Edward Keating offers inside look at the events in Philadelphia
Acclaimed photographer Edward Keating offers an inside look at the Democratic National Convention in Philadelphia.