Asiabizblog - Business and Law for China and Asia

January 3, 2008

Not China, But a Marketing Technique Worth Reading About

Pay close attention to this marketing technique, used brilliantly and shamelessly by Rep. Patrick Kennedy, a Democrat from Rhode Island:

Ironically, Kennedy said that the day before Bhutto was killed, he found himself chatting with Pakistanis about the assassination of his uncle. The subject came up when the congressman handed out Kennedy half dollars, as he often does when he travels, to thank various officials for their "good will."

For those of you who have never seen it, the Kennedy half-dollar is an American coin currently in circulation, but which no one uses in daily commerce. Representative Kennedy's famous family, once considered a political dynasty, provides the brand. The coin sells Mr. Kennedy as a member of a tribe powerful enough to have had the profile of its representative leader imprinted upon the nation's legal tender.

I note also in passing that the distribution of 50 cents to a foreign government official does not likely rise to the level of a violation of the Federal Corrupt Practices Act.