The Brand Called Obama
Fast Company has a fantastic article about the business of building a brand around Barack. If you’re a close follower of social media trends, this is an absolute, unequivocal must-read.
And if I could suggest a couple paragraphs that sum up what it’s all about, these would be the ones…
The fact that Obama has taken what we thought we knew about politics and turned it into a different game for a different generation is no longer news. What has hardly been examined is the degree to which his success indicates a seismic shift on the business horizon as well. Politics, after all, is about marketing — about projecting and selling an image, stoking aspirations, moving people to identify, evangelize, and consume. The promotion of the brand called Obama is a case study of where the American marketplace — and, potentially, the global one — is moving. His openness to the way consumers today communicate with one another, his recognition of their desire for authentic “products,” and his understanding of the need for a new global image — all are valuable signals for marketers everywhere.
“Barack Obama is three things you want in a brand,” says Keith Reinhard, chairman emeritus of DDB Worldwide. “New, different, and attractive. That’s as good as it gets.” Obama has his greatest strength among the young, roughly 18 to 29 years old, that advertisers covet, the cohort known as millennials — who will outnumber the baby boomers by 2010. They are black, white, yellow, and various shades of brown, but what they share — new media, online social networks, a distaste for top-down sales pitches — connects them more than traditional barriers, such as ethnicity, divide them.
Again, a highly readable piece and one you should keep in your bookmarks for future reference. Because win or lose, Obama’s campaign will be studied for years to come for its game changing techniques.