Connecticut, 7 pm, August 8, 2006 --- When Ned Lamont first sought to challenge 3-term U.S. Sen. Joe Lieberman in today's Democratic primary, almost no one thought this political neophyte had any chance.

Sitting on my back porch here in Connecticut, it's an hour before the polls close in this political duel between the well estabished, well-known brand (Lieberman) and the new, unknown brand (Lamont).

The unknown (Lamont) has succeeded in making his alternative into a viable choice on a $4 million budget, compared to Lieberman's $6 million. Just running for office is a big business. Many of my clients would be happy with that kind of gross revenue!

And so, with an incredible voter turnout of just over 40% (in August!!) both sides are saying it looks good for them. We'll know soon enough.

Both have used TV and radio and direct phone calls. We even got an oversize postcard from Lieberman here at home.

Lamont has attracted attention in his TV commercials being surrounded by mostly younger people who want change. Lieberman tends to show more mid-age supporters and continues his well publicized visits to roadside diners to keep in touch.

It's like the 60's again --- an increasingly unpopular war and dissidents. But this time, the dissident is in the form of a telecom multi-millionaire from one of America's richest towns --Greenwich, Connecticut -- who came out of political nowhere to challenge a political big guy. Did he think, "I'm rich and I think I'll run for the U.S. Senate"?

This could be compared to the feelings the hometown hardware store might have felt when Home Depot or Walmart came to town. Big money comes in and disrupts a long relationship.

It's not all about money. Sure, Lamont has the personal money to get his message across.

But look at how he has expressed his emotional anti-war message. One really has to respect his campaign committee and ad agency for keeping his message consistent across all the media he is using.

Some questions to ask yourself as a small business:

1. Is your "high quality" brand getting stale with your customers?

2. How can you tell them you are still as "fresh" as you were when they first discovered you?

8:30 pm --- The polls have been closed for a half hour now, with 2% reporting, Lamont is leading 60% to 40%.

Emotions, rather than competent past experience, have taken the lead.

Observe: Consumers are a fickle bunch. Pay attention to the emotions of yours!

11:15 pm --- 96% of the vote is now in. The Lamont (unknown brand) is still ahead 52% to 48%.

The pundits are already having a field day.

? 2006 Jon Sinish

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