The ugly truth - a cut-through analysis at a different angle

So, lets face it. It is not only what you are, is also what you look like. It always is. And that is particularly true when you are talking about Portuguese politicians.

Lets think about it. Probably Manuela Ferreira Leite (leader of the main opposition party at the time) lost the last general elections because she was old and ugly - meaning her image was not attractive enough to gather attention from electors, and actually prompted a few jokes about her. Makes you think that if she would resemble a bit more Cristina Kirchner (Argentina's President) or Sarah Palin (defeated Republican candidate for the Vice-Presidency of the USA) maybe her chances and voting would be a bit higher. Even because almost all she was talking about during the pre-campaign... well... it has happened!

Socrates (the Portuguese demissionary Prime-Minister, campaigning for another term) is the opposite. First point - he dresses well. He actually is the only Portuguese politician that I think is able to mix modern style without being provocative. He is still sober, but his clothing stand out of the rest. The truth is he dresses so well that he really needed to fend off claims he was gay - a "political death sentence" in a still conservative country (and least on that angle). He is also fit (he actually makes a point of being pictured whilst jogging - though is running is still a question mark for me, as his times on 10Ks are significant slower than mine... and I am not a fast runner!) and knows how to speak - he is actually a master on that, with a strong, deep but still vibrant and joyfull voice. I really think that his image is an incredible asset, being able to draw in all the voters that think a politician should have a good figure to represent Portugal at international events. And it also attracts everyone that likes a pretty face, and actually (while undecided and not informed enough) will elect that as the prime factor of choice.

Now, you think of Passos Coelho (Socrates main oppositor for the upcoming elections) and you feel he should get a different image consultant. He has very positive points that actual balance Socrates - he is tall (and when you look at the stats from American candidates, you realise that is actually crucial...), handsome and has a good, reassuring and vibrant voice. But then, he really doesn't know how to dress, he is very conservative and classic, and while that could be positive for a string of his potential electors, the point is he really is only grey and dull. And though he has a good voice (and actually good reasoning as well), he is not able to put his messages in a simple enough manner that would help him build his point across.

And just a last example on Portuguese politicians. Jerónimo de Sousa, the Communist Party leader, who dresses smartly, showing he is a person with responsibilities, but wearing no tie - the symbol of capitalist oppression (yes, it still is a sign you are in a management position in Portugal...). But, probably, his greatest asset is his face. He has a strong, rugged face, that tells to his potential voters that he was not a golden-boy, that he actually worked hard for his living in a factory. And, that is just perfect for a communist leader!

The main lesson here, in my opinion, is that if you want to get to a political nomination position, you also have to work you looks. After all, and as everyone knows in marketing, packaging is part of communication...