Scott Cullather: The NRA is Like Nike

“The NRA is like Nike. They are a marketing and PR machine.

“The NRA is very clever because their marketing reframes the actual ‘thing’ into something much bigger, broader, and more emotional. It’s about good vs evil. It’s about a particular set of values that are being positioned as being under attack. This isn’t about one man’s qualifications (or disqualifications) for an open job position – it’s about an entire way of life. All the best marketing does that. Levi’s aren’t just jeans – they are FREEDOM. Coke isn’t just fizzy sugar water – it’s JOY and TOGETHERNESS. This isn’t about a man and whether he’s a good pick for the Supreme Court or not – it’s about a liberal attack on conservative American values.

“[The NRA’s Kavanaugh ad] could have been a trailer for the third season of House of Cards.” – Scott Cullather, CEO of INVNT in  Inside the NRA’s Ruthless Brett Kavanaugh Ad

 

comments

  1. avatar uncommon_sense says:

    The NRA … reframes the actual ‘thing’ into something much bigger, broader, and more emotional.

    Um, no. A fight over our property rights (to own firearms), liberty (to possess firearms as we go about our lives), and an effective means of self-defense (our life) is by definition an epic fight over our fundamental and unalienable rights to property, liberty, and life!

    The NRA is not reframing anything. Rather, the forces of evil who desire to limit our fundamental and unalienable rights to property, liberty, and life are trying to reframe the fight as some other trivial thing.

    1. avatar Gov. William J Le Petomane says:

      The sure sign of ‘reframing’ is the use of euphemisms, which is the daily practice of the forces of evil. They call suicides ‘gun violence’, they call abortion a ‘choice’, and kickbacks to their money laundering unions they call ‘investment in infrastructure’. When people start using euphemisms you know they’re out to screw you.

    2. avatar Freebird says:

      Sad to see so many expert ‘ gun writers ‘scared shittlesss to call out N.R.A. when it drops the ball or stands down as it just did in Pennsylvania.

      In declaring itself ‘ neutral ‘ on HB – 2060 which just passed, N.R.A shows it cares NOTHING about Due Process.

      EX MEMBER For Life.

      1. avatar frank speak says:

        this Pennsylvania thing was particularly disheartening…have to lay some of this on trump’s inane comment…”seize the guns first..worry about due process later”…..seems to have green-lighted passage of laws like this across the country………

        1. avatar frank speak says:

          called both democratic representative and republican senator…all to no avail…now what?

        2. avatar frank speak says:

          no sooner had that PA bill been rammed through then some idiot proposed a bill to make it illegal to carry a loaded gun in a car…apparently invalidating your permit….there’s a lesson here that some seem reluctant to learn…

  2. avatar Geoff "Mess with the Bull, get the Horns" PR says:

    We’ll be hearing a lot more soon from that author, Elizabeth MacBride.

    Here’s the tag at the end of that article :

    “A business journalist for 20 years and a freelancer for more than 10 of that, I’ve written about tobacco farmers in Amish Country, immigrants in New York City and financiers all over the world. Right now, I’m writing about the business of guns.

    Follow me on twitter at @editoremacb.”

  3. avatar No one of consequence says:

    When I saw the article’s header, my first thought was actually “Goddess of victory, or anti-aircraft missile?”

    Either way there are some similarities…

  4. avatar Gov. William J Le Petomane says:

    ‘Levi’s aren’t just jeans – they are FREEDOM.’

    No, an armed populace is freedom. Levi’s are more like stupidity.

    1. avatar Geoff "Mess with the Bull, get the Horns" PR says:

      “Levi’s are more like stupidity.”

      Oh, I dunno. They fit me, and each year, a pair magically shows up, either at a birthday or Christmas.

      I have no problem with Leftist-run Levis…

      1. avatar neiowa says:

        “magically shows up” Aren’t you a bit old to still believe in SantaKarl the Marxist/socialist?

        Not that hard to find similar quality chicom crap without ALSO paying dumbass yuppietard prices.

        1. avatar Geoff "Mess with the Bull, get the Horns" PR says:

          It’s not *me* paying for them… 😉

  5. avatar bryan1980 says:

    He’s right (whether he intends to be or not): It’s not about Kavanaugh, he just happened to be the nominee. The same sh*tshow would have happened to any else Trump put up there. It’s just another part of the dems plan to de-legitimize the Trump presidency. Unfortunately, they’re getting help with their plan from a few lame-duck RINO’s.

    The stakes are much higher than just one man.

    1. avatar Geoff "Mess with the Bull, get the Horns" PR says:

      “The stakes are much higher than just one man.”

      The Leftists blew it *bigtime* with Kavanaugh. Their little ‘outrage’ stunt just likely cost them the November election. Republican voter enthusiasm is *way* up, and whatever advantage they had in the polls has mostly *evaporated*…

  6. avatar Manse Jolly says:

    What happened to Daily Digest?

    Also..I never understood marketing or the reasoning behind many campaigns….Take for instance the furry, blue bear pitching toilet paper…seriously? .,.too many of these stupid ads to mention.

    Levi jeans = freedom?! Marketing people must think the general public is as dumb as a box of rocks.

    1. avatar Specialist38 says:

      Unfortunately, the marketers are spot-on.

      To the masses….freedom is letting someone else do the thinking for you as long as you get to go about your life.

      Thinking for yourself causes conflict with those who want to do your thinking for you.

  7. avatar Huntmaster says:

    Levi’s? Haven’t worn them since I found out they were just a bunch of sniveling leftists. I was just a kid and that was well over 40 years ago…

  8. avatar W says:

    “Founded in 2008 by Scott Cullather and Kristina McCoobery, INVNT was created to be the best live brand storytelling agency in the world. We exist to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors and challenge the market. Our “challenge everything”​ positioning statement helps clients including PepsiCo, Samsung, Merck, General Motors, Subway and ESPN to share brand stories that are on brand and on message, yet disruptive and therefore stick and spread. “The tribe”​ is INVNT’s diverse, talented and creative team behind the stories and brand experiences that people just can’t stop talking about.”

    The Second Amendment is a right, a principle, an ideal, a foundational safeguard. A federal judge called the Second a “doomsday provision.” He did so because the people of this fine country are the ultimate safeguard of its liberty.

    Scott, you’re the one doing the reframing, as your business requires.

  9. avatar Michael says:

    Ever notice how many writers are so clueless and blissfully unaware as to think that if they succeed with the firearms, that the next goal won’t be the computers. Facebook and Google are already engaging in these practices. Are they so self-deluded as to think they are immune? I guess it was inevitable, after following financiers around the world, but I can’t help but wonder if some of Soros’ $ fell off his desk and landed in this writers’ pocket. So, after 20 years of corporate and 10 years of freelance, all this writer has determined is that the only kind of writing that pays is, once you scrape off all of the boiler plate Bravo Sierra, basically fronting some kind of elitist propaganda. What a sad, sorry and pitiful way to have wasted 30 years. -30-

  10. avatar anarchyst says:

    Quite often, firearms owners are their own worst enemies. The duck hunters don’t like the AR-15 “black rifles” so they see no problem if attempts are made to ban them. The traditional rifle owners don’t like machine guns, so they have no problem with them being legislated out of existence. Some pistol owners see nothing wrong with certain long guns being outlawed just as some rifle owners would have no problem seeing pistols banned. You see, anti-gunners want them all. They will chip away a little at a time until their goal of civilian disarmament is complete. They have an excuse for banning every firearm. Scoped bolt-action rifles are defined by anti-gunners as “sniper rifles” because they are “too accurate”. Magazine-fed weapons are suspect because of high (actually normal) magazine capacity. Handguns are suspect because they are “easily concealable”. The gun grabbers want them all and have made (flimsy and suspect) excuses for banning every type of firearm. They don’t care how long it takes. and will use incrementalism to their advantage.
    Friends, ALL firearms advocates must “hang together” and realize that an assault on ANY means of firearms ownership and self-defense is an assault on ALL forms of firearms ownership and self-defense.
    There is absolutely NO ROOM for complacency among ANY Second Amendment supporters. An attack on one is an attack on ALL…
    ALL firearms laws are unconstitutional on their face. Imagine the hue and cry if “reasonable” restrictions were placed on First Amendment activities, especially with the “mainstream media”. The Second Amendment is clear–what part of “shall not be infringed” do politicians and the media not understand…of course, they understand full well…it’s part of their communist agenda…
    Even the NRA bears much responsibility for capitulation on matters concerning firearms. The NRA failed when it allowed the National Firearms Act of 1934 to stand without offering opposition, the 1968 Gun Control Act, the NICS “instant check” system, the “no new machine gun for civilians” ban in 1986, the so-called “assault weapons ban in 1991, and other infringements on the Second Amendment. Let’s face it. What better way to increase membership than to “allow” infringements to be enacted and then push for a new membership drive. Yes, the NRA has done good, but its spirit of “compromise” will only lead to one thing…confiscation.
    If the NRA is truly the premier “gun rights” organization, it must reject ALL compromise…

    1. avatar Rick the Bear says:

      It does appear that the NRA is much more concerned about itself that its members (and other gun owners) per your noted examples.

      Recently I heard Tom Gresham denigrate “no compromise” gun groups. In his view, it’s OK if we only get some of what we ask for. In my view, when we compromise, we only _lose_ some of what we already had each time. And the antis keep coming back to take more. It’s rare that we actually make headway.

      Just my 2 cents.

  11. avatar Tim says:

    Do I read that correctly? Does Feinstein’s name plate actually read “Mrs.”?

  12. avatar pod says:

    Even if on a practical level they aren’t really promoting it, the NRA does get the idea. It’s not just about the guns, it’s a cultural thing. Individual rights and freedoms versus blind conformity to the State.

  13. avatar m. says:

    negative a**hole, NRA does not support commie kneeler-felons and cop-shooters

    1. avatar m. says:

      unlike NIKE-commies

  14. avatar RA-15 says:

    What part of ” shall not be infringed upon ” is so hard to understand ???

    1. avatar Mark N. says:

      …the part where it talks about “gunz.” Gunz is bad, m’kay? But we will happily enforce your right to bare arms.

  15. avatar A Johnson says:

    Did he REALLY just compare our constituation to a commericial for cheap chinese shoes!?!

  16. avatar Ralph says:

    If the NRA is like Nike, then the Democrats are like Crocks.

  17. avatar Nanashi says:

    He’s not wrong.

    Nike sells shoes made with slave labor while promoting (allegedly) anti-racism. The NRA pushes to grab guns while saying it protects your gun rights.

    1. avatar Craig in IA says:

      Wow- still trying to push your anti-NRA garbage…

      It’s incredible how little the organizations you must back have actually done for the rights of Americans, locally, state-wide or nationally. (And I should probably add “sinve 1934…) On the other hand, as I posted on this rag many times, basic gun ownership as we (still) know it would have been all over in 1993 had NRA not engineered a compromise on the semiauto “ban” by having it sunset in 10 years and by having the definition of “assault rifles” narrowly defined in the legislation that would’ve passed whether or not NRA and its members “went along with it”.

      None of you goose-stepper, no compromise quacks went out with your customized SKSs and tried a military style march on the White House or the US Capital so I hold you personally liable for the ban to have been passed, since you think you have some better idea..You guys (gals, whatever) would have never had the sense to get the best deal you could at the time and end up better off later- you’d be all too pompous about never giving an inch and all that while the governing bodies just laugh and mock you. On the other hand, it was only weeks after its passage that DiFi, ChuckyS, D’Amato and the other usual gun ban suspects were crying foul because slightly modified AR15s were still openly being sold. Our response? Hey, Babe- YOU GOT WHAT YOU ASKED FOR AND YOU VOTED FOR IT. LIVE WITH IT. They were, and have yet never, been able to even get close again and the ban is gone. Not if your nocompromise whack-os had been in charge.

      And as per anarchyst’s lengthy and often-posted diatribe about gun owners being their own worst enemies, it’s a bit out-dated. Just about every gun owner now owns a MSR. The price came down, more options and calibers were created and things have changed a lot. Ditto the scoped rifles- you hardly see an open-sighted rifle on the range or in the field any more, even service rifle matches now allow a 3X optic. I’ll admit that Class III isn’t on a lot of people’s radar or wish list but it never has been. In light of what NRA has accomplished with suppressors and SBRs in recent years, which of course “would never happen” as per the comments of the NAGRs and Prattards, if some of you could cool your rhetoric and act a bit more civilized it may be possible to slip something in eventually as well. Of course, then the old time Class III collectors will have a shit-fit because the value of their collection will suddenly drop as fast as it increased in 1986. Can’t win with some of you, but we can be honest about it.

      1. avatar frank speak says:

        people maneuver in their own interests…congress is never going to support widespread ownership of automatic weapons…as they’ve proved more than once…..

        1. avatar Craig in IA says:

          And the nay-sayers said the same thing about “silencers” and short bbl rifles. Here’s the deal, and it would take some real thought and work- come up with a good reason why Class III for everyone would be a good idea rather than just do the simple, no-thought (though true) commentary that the 2nd Amendment and, actually, Miller v supports the notion since full auto IS akin to military weaponry. The hearing protection thing has been working for suppressors. The thing I worry about here is that at some point some legislative body might get smart and demand that every firearm have a suppressor so no one has to listen to it, which, of course, would make things infinitely more difficult for the average person to own a gun, not to mention the burden it would place on concealed carry. It’s often smart to be careful what one wishes for.

        2. avatar Chris T from KY says:

          Frank speak
          The “gun community” and many on TTAG have exposed themselves as gun owners who don’t support rapid-fire weapons for poor people. The Bump Stock. But they have and always will support fully automatic weapons for the rich. Especially their gun collecting friends and Associates.

          Amazing how the bump stock is called a “range toy”. But the rich like to take their toys out to the gun range and also fire them Thompson submachine guns and m60s and so on.

          You cannot hunt with a machine gun. Legally. So your machine gun is in fact a “toy.”

          This argument is coming down to economic discrimination in economic bigotry.

  18. avatar jakee308 says:

    Nike doesn’t have an amendment supporting it’s position in our Constitution.

  19. avatar Ing says:

    The NRA didn’t have to reframe anything for me.

    The liberal/Marxist/progressive mob did that by demonstrating over and over again that they really do hate me and wish to destroy everything I love.

    I joined the NRA reluctantly, probably later than I should have, because it became very clear that I needed to find a powerful organization to help me defend the values I stand for.

  20. avatar General Zod says:

    “It’s about a particular set of values that are being positioned as being under attack.”

    Well, maybe it wouldn’t seem that way if folks on the left would stop attacking those values and rights…

  21. avatar A Deplorable says:

    I think the NRA recognizes how heavily the deck is stacked against our Second Amendment rights and is in “survival” mode. The NRA has many connections within American Society as well as Politics. If the NRA collapses, the main voice for Gun Rights would be silenced. Yeah, there are things I would like to see the NRA do differently and better, but they are kind of stuck trying to fight-off the perpetual attacks and infringements perpetrated by those working to disarm the American Citizenry, tear-down the American Constitutional Republic and impose some “other” form of government on the American people. The NRA is battling a necessary early phase of the march to totalitarianism, and it is a difficult, time consuming and expensive fight. I do not think the NRA “reframed” anything, the NRA merely reacted to a reframing that was not originally the NRA’s charter or intent. Reacting is often a scramble and produces less than perfect results.

  22. avatar Bierce Ambrose says:

    So, he’s unhappy that a membership organization is doing advocacy for it’s members?

  23. avatar Bruce Clark says:

    Ever notice how most Liberal Democrats look like maniacal lizard people, who suffer from constipation? If only they would eat more salad and take a good healthy SHIT it might help their outlook on life.

  24. avatar Bruce Clark says:

    I shutter to think of the NRA shutting down. They do ten times the work of all the other “supposed” gun advocacy groups combined and have 10 times the number of members. Any and all of you that are members of your “fly by night” groups should be extremely scared at the thought of the an NRA failure. The best thing you could do as Americans is dump that little group you belong to, and pay the $30 bucks dues and join the NRA before the inevitable failure of the group you belong to. It takes Money and Experience to deal with the CRIMINALS at all levels of government, especially at the federal level. Something those puny little groups you belong to don’t have now and never will have.

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