Sadly, this late in the game it seems it’s more about entertaining the viewers than the candidates selling their position.

That said, this Saturday Night Live clip is still pretty funny.

Last night I learned a little bit more about what makes a good brand, and I was taught by the several hundred trick-or-treaters that rang our door bell.

In a last-minute effort to get together candy and costumes for Halloween, my wife and I were at Wal-Mart on Thursday night loading up on the goods. As it was October 30th, the Halloween section looked like a bomb had gone off, with pieces of costumes, bags of fake spiderwebs, and plastic bones strewn across the two-aisle area. My wife was putting some elements together for her witch costume and for our front door, while I was basically guarding our shopping cart to make sure nobody walked off with the usable elements we did find.

I happened to see a bright red, dual-braided pigtail wig, probably designed for some kind of farm girl outfit (at least that’s what was on the package). I saw it and immediately thought “Wendy’s” and that it would be funny if I wore it. Wendy’s ran some television spots featuring similar characters last year. I bought the wig, expecting to have to explain the “costume” all night long.

Fast-forward to Halloween night, and our street is filled with hordes of little witches, goblins, Scream movie characters, and teenagers out shilling for snacks. When we open the door to the trick or treaters, of the two of our costumes, my wig got the most attention. And with the exception of one little girl who asked if I was Pippi Longstocking, which was shock enough, everyone knew that I was “the Wendy’s guy.” One dad, dressed up elaborately as a pirate with munchkins in tow laughed said mine was the best costume ever, prompting Tracy to comment that it was tough to hand out candy with me standing there. Not bad for $6.99.

That said, the experience really drove home the point that a well-maintained brand is very powerful. At the sight of red pigtails, people immediately associated it with Wendy’s, and some of the kids going so far as to ask for Frosty’s by name. Kudos to your marketing folks.

Next year I think I’m going as Jack in the Box.

Heck, I already have the suit.