Jon Stewart becoming one of the most trusted men in America has certainly not been lost on the traditional news networks. They've been trying to figure out how to deal with it. One outcome of this soul searching has been CNN's venture D.L. Hughley Breaks the News. For a news network like CNN it's kind of funny, but when you hold it up to a broader competitive set like the Daily Show or the Colbert Report it has its work cut out for it. The network's straight laced DNA comes through. How about this description of the show from the CNN website: "Sometimes you just have to throw up your hands and laugh at the news!" Well golly me, I can't wait to do some laughing!
Compare the show with the relatively new Chocolate News with David Alan Grier. I think his monologues alone are some of the best news comedy out there today. Each episode begins with a pull-no-punches rant, a racial talking-to that taps into a fundamental truth (with a few harmless stereotypes). Here's an example:
So naturally this gets me thinking. Why does so much of brand marketing have to be positive and aspirational and happy? Why can't more brands be more raw, truthful, even angry? Wouldn't we love them for it?
For some time planners have argued that the best kind of reactions to brand communication are those that polarize. That you should never aim for consensus around a brand. That universal liking is worse than a room half full of lovers, half haters. That in the end it's energy that counts.
I agree. That's why I'm guessing Chocolate News is not going to garner a giant following. For me that's all the better.
Rant on, D.A.G., rant on.