The meaning of brand 999

Herman Cain's 9-9-9 tax plan (with or without the dashes) has already succeeded in getting him attention in a crowded Republican field. A former pizza chain CEO, Cain knows enough about marketing to see the appeal of a tax policy which, whatever its merits or demerits, people can actually understand. The New York Times  reports the triple digits "have acquired the catchy power of a brand."

Any naming consultant could point out the negatives of 999 as a brand name: it's an area code favored by telemarketers; summons police in the UK; and opens the door (at Halloween time yet) to Michelle Bachmann's spooky 666 quip.

As I noted here, we've gone from the 1960s, when candidates learned Madison Avenue media and marketing practices, to 2008, when Obama taught marketers about the power of online branding. Now we've reached the perfect synthesis: a marketer running for president.