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During today’s Fox News interview with Bret Baier and Kamala Harris, only two people were on the screen. And none of them were Donald Trump.
“Not Trump” wasn’t in the building.
It was just Bret Baier and Kamala Harris. Nobody else. Viewers couldn’t help but compare the two.
Bret Baier is soft-spoken (and sort of looks like a Cabbage Patch Kid who made a wish to be big). He’s a sweetheart! A perfect gentleman. Couldn’t imagine a nicer, more genteel guy.
And Kamala Harris?
It wasn’t just that she was rude, unsteady and off-putting. And it wasn’t that she’s absolutely incapable of improvising answers — when she’s not 100% reciting a script, she flounders about like a fish out of water.
Nor was it her penchant for constantly chanting, “Let me be clear!” before proceeding with the least clear gobbledygook imaginable.
It’s that she came across as the lesser.
That’s the liability of running a comparison campaign: When you ask audiences to compare you to something or someone else, they will. You can actually “train” an audience to think in terms of comparisons, and it’ll become part of your brand identity. But that’s NOT where the comparisons will end.
You can’t turn that switch on and off. Brand identities don’t work that way.