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Tuesday, November 11, 2014

How To Discover A Brand: Chloé Valdary

The dream is always the same. I am nine years old and running.
They are faster than me; I'm shot, not once but maybe twenty times. I'm glued to the ground. I'm dead.
"Huh! Huh!"
It's 3:00 in the morning and that was no dream.
It's hard to tell people you believe in reincarnation. Much less that you believe you were a Holocaust victim in World War II, that you think you know who you were and what you looked like, even. That you dream your death again and again.
But I do, I do, and I do.
In this life I live with the remnants of all whose lives were taken. We have this silent shadow hanging over us all the time: Never again, never again, never again. Our eyes are hollow somewhere very deep.
And then Chloé Valdary gave this speech. Who is this person? I thought. Why does she care about Jews, about Israel, at all?
My lost little girl, the one killed in the forest, wants Chloé to win. I friended her on Facebook and asked her to give me a call (she did). Then made her this website and plan to promote it.
G-d has blessed this young woman. All I want is the merit of being a part of that. I'm not letting her pay me a dime.
But it is also a learning opportunity from the perspective of marketing. I want to tell you how I identified Chloé as a brand.
1. Substance: I talked to her for a long time. Chloé knows her facts. Her mind is encyclopedic.
2. Emotional appeal: Her message is pride in being Jewish. We're so used to being self-hating, feeling shameful, and being scared.
3. Beauty: She belongs on the cover of Vogue. She could easily just be a model. Packaging is half the product.
4. Uniqueness: It is not every day that a college student from an African-American Christian family takes up the cause of Israel with such oratory brilliance. You watch her and you just sit back in awe.
5. Focus: Chloé knows that it's not about her. She has zero ego. That makes her able to focus totally on the cause.
If you want to learn more about Chloé, read this powerful article she wrote forTablet. Also check out their profile of her.
To book her for an appearance, click here and follow the "Contact" button - your email will go to directly to her. I am just a microphone, not the middleman.
Dannielle Blumenthal is a seasoned communications professional with nearly two decades of progressive, varied experience in the public sector, private sector, and academia as well as her own independent, freelance sole proprietorship. This blog is written in her personal capacity. The opinions expressed here are the author's own and do not reflect the view of the National Archives and Records Administration, or the United States government. I have not been able to locate the original source of this photo; author Lori Lowenthal at Tundra Tabloids claims it is from Facebook.