Maxim Behar: Macron’s Scandals Reveal How Fragile Political Brands Are in the Age of Transparency

The recent visit of French President Emmanuel Macron to Vietnam made headlines not because of diplomatic milestones, but due to a peculiar moment involving his wife Brigitte. As the couple disembarked their plane in Hanoi, footage emerged showing a hand striking Macron’s face—an incident that quickly fueled speculation, including claims of AI manipulation or even Russian propaganda.

PR expert Maxim Behar, speaking on the Bulgarian radio program “12+3,” noted that such missteps—whether personal or diplomatic—can instantly undermine years of carefully cultivated public image. “You can build a brand for 20 years and destroy it in 20 seconds,” Behar stated, emphasizing that social media has made the world radically transparent.

Mr. Behar referenced other recent incidents involving Macron—including a questionable gesture on a train en route to Kyiv and an overly prolonged handshake with Turkish President Erdoğan—as examples of how politicians can no longer afford “normal mistakes” without risking serious reputational consequences.

He stressed that this is not an issue unique to France. Bulgarian politicians, too, are vulnerable to public blunders, though the Bulgarian public often remains indifferent, consumed by daily economic concerns. “There are two Bulgarias,” Behar said. “One that doesn’t care what Macron or Trump does, and another that watches local politicians break ethical and behavioral norms every day.”

A key point in the discussion was the growing role of technology and artificial intelligence. Mr. Behar expressed confidence that in the future, technology will serve as an independent accountability mechanism, reminding politicians of promises left unfulfilled. “AI won’t replace decision-making, but it can guarantee transparency and accountability,” he remarked.

In conclusion, Maxim Behar expressed hope that today’s public figures will become more aware of their responsibilities and act with greater discipline in both words and actions. He referenced leaders such as Leszek Balcerowicz and Margaret Thatcher as examples of commitment and consistency—qualities he believes are increasingly rare in modern politics.