Giuliani’s Myth Exposed–Death Spiral of a Brand

Giuliani lost in Florida. He was overcome by the grassrooots, not by political opponents. Watching the tape of parents whose children were firefighters in 9-11 broke my heart. They travelled from New York to Florida to be heard. Guardian’s coverage of the “9-11 Myth” campaign is a gut punch to witness. By staking his claim in one state he made it an attraction. Giuliani drew the fire of 9-11 backlash. These folks appeared in town hall meetings and at fire houses to speak openly about many things including Giuliani’s reluctance to equip firefighters with high-tech communication devices they requested after the first terrorist attack, and much more.

My question is this: how does a brand survive when its single point of difference is rendered from it like meat from the bone?