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Charlie Crist

Hillary Clinton's identity crisis

Hillary Clinton's identity crisis

"Is Hillary Rodham Clinton a McDonald's Big Mac or a Chipotle burrito bowl? A can of Bud or a bottle of Blue Moon? JCPenney or J. Crew?"

That was the opening question of a front-page Washington Post story on Ms. Clinton's effort to figure out her "brand." To that end, she has recruited a team of corporate marketing specialists to "help imagine Hillary 5.0."

"It's exactly the same as selling an iPhone or a soft drink or a cereal," Peter Sealey, a longtime corporate marketing strategist, told the Post. "She needs to use everything a brand has: a dominant color, a logo, a symbol. ... The symbol of a Mercedes is a three-pointed star....