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TV personality Kim Kardashian attends A Night of Style & Glamour to welcome newlyweds Kim Kardashian and Kris Humphries at Capitale on August 31, 2011 in New York City.
How do you convince Californians to support tax reform in their home state? Target Kim Kardashian.
The Courage Campaign, an online organizing network for progressive Californians, just launched a media campaign meant to create awareness of the discrepancy between what millionaires pay in taxes on their earnings versus the rest of the middle class - using Kardashian as their scapegoat. TaxKimK.com’s first act? Create an ad that combines a clip of the model-turned-reality-TV-star talking about how much she loves the free stuff she gets with images of Kardashian in designer clothes and diamonds; then throw in infographics that visualize how much Kardashian makes ($12 million) and how little she pays on it (10.3%) in comparison to the average middle-class Californian, who makes $47,000 and pays 9.3% to the state. “Don’t you think she could pay a little more?” asks the ad. The Courage Campaign, along with two dozen other organizations, certainly hope Californians answer "yes", as the next step is to get the Millionaires Tax of 2012 onto the state ballot.
Does this type of marketing work for you, or does it oversimplify?
Sasha Strauss, founder of Innovation Protocol, a management consulting firm focused on brand marketing; he also teaches and lectures on brand marketing at USC, UCLA and UCI