Listening to Bono

I recently wrote about Bono and I just came across his guest Op-Ed in The New York Times. After reading that Bono has backed both conservatives and liberals, I was skeptical about his motives to support so many politicians. However, his opinion piece is very thoughtful and articulate. I recommend that you read it.

Bono is skillful in his delivery. First, he is able to convince any American who has doubted Obama's Nobel Prize that the president is not only deserving, but that his award is indeed the beginning of our ability to promote international growth, stability and peace. By the end of the article, he makes you believe that it's not just Obama that we're talking about, but America's reputation and everything it stands for. It's America and its tried and true legacy as a successful democracy that will allow us to strive towards the eradication of "extreme poverty, extreme ideology and extreme climate change." His article becomes rather uplifting and patriotic, making it hard to disagree with him. He mentions America's good standing in the world and even adds in a little self-deprecation about celebrities:

"That’s why America shouldn’t turn up its national nose at popularity contests. In the same week that Mr. Obama won the Nobel, the United States was ranked as the most admired country in the world, leapfrogging from seventh to the top of the Nation Brands Index survey — the biggest jump any country has ever made. Like the Nobel, this can be written off as meaningless ... a measure of Mr. Obama’s celebrity (and we know what people think of celebrities)."

What does this all mean? I think Bono is not only able to continue to uplift his image with his inspiring words, but he seems to become the master of celebrity endorsers. He is able to shift from one political group to another, from politician to politician, and still remain an effective spokesperson. I think this is quite fascinating compared to the very entrenched politics of the United States and the inability for many high-profile government leaders to move from one side to the other with the ease that Bono does. Bono possesses the ability to move seamlessly throughout the political world because he does not attack sides. He possesses the mass appeal that is needed for successful celebrity endorsements. Even though he was endorsing Obama, his integration of the American legacy into his article enabled his message to hold meaning for many people.

In his support of various kinds of politicians, Bono is also constructive in his commentary and for that reason, people listen. It isn't about Bono, it's about what he has to say. I'm stressing this because this is another important aspect of celebrity endorsements. For example, in the past, Pepsi dropped both Beyonce and Britney because the celebrities received more attention than the product. Their celebrity detracted from the product so completely that they lost their delivery and in turn, lost their deals with Pepsi. Bono, on the other hand, is able to use his celebrity power, to truly deliver his message. When reading the Op-Ed, I forgot that the words were coming from a world-renown musician. This is what makes a successful endorser.