Obama's Branding Genius

A month ago I posted an analysis from my friend Patt Cottingham that gave seven cogent reasons why the Obama brand was better than the McCain brand. See Brand Expert Scores Obama v. McCain 7 Ways. Well, AdAge is convinced by the outcome of the election and announced today that yesterday, November 4, is the most significant day for marketers in the history of the world.

Wow.

AdAge's Al Ries gives President-Elect Obama the marketing prize for the "Change" theme. Here's the picture that set them off (as if you needed to see another):

The Obama branding gets high marks on three criteria:
1. Simplicity. About 70 percent of the population thinks the country is going in the wrong direction. Hence a smart focus on "change."
2. Consistency. Most advertisers try to "communicate". They should be trying to "position" consistently.
3. Relevance. "If you're losing the battle, shift the battlefield." Obama forced his opponents to devote much of their campaign time discussing changes they proposed for the country and showing why they were different from Obama's.

Here's are the words AdAge used to express its awe:

Take a relatively unknown man. Younger than all of his opponents. Black. With a bad-sounding name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history. Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator. Obama owns the 'change' idea in voters' minds. It didn't matter. Barack Obama had a better marketing strategy than either of them.

Barack Obama used "Change" as the "big truth."

If you tell the truth often enough and keep repeating it, the truth gets bigger and bigger, creating an aura of legitimacy and authenticity. Hillary Clinton first tried "experience." When she saw the progress Mr. Obama was making, she shifted to "Countdown to change." Then when the critics pointed out her me-too approach, she shifted to "Solutions for America." What word is associated with Ms. Clinton today? I don't know, do you?

I went back to Patt Cottingham to get her take on the AdAge summary. She said:

There was more to it than AdAge's three brand characteristics. Yes, Obama kept his message of "Change" simple and absolutely consistent over many months in delivering the relevancy of his message. But he also understood that
- the context of our times has totally changed
- the youth vote was the most powerful place to seed this idea, and
- building a grass roots community organization through the internet was the way to build a movement that superseded politics.
This powerful shift to a bottom-up revolution was an essential part of the genius of his brand campaign and it is what left McCain in the dust. McCain and the GOP failed to recognize that the world has completely changed.

Read more reaction from HuffPost bloggers to Barack Obama's victory in the 2008 presidential election

Comments

[wwwtips]

In my opinion, Obama was elected president mainly due to these circunstances:

Americans finally realized that during the last 8 years the corrupted neocons was sinking the economy and finance of the country to benefit only their group.

It's true that Clinton and McCain did a bad (Clinton) and terrible ( McCain) campaign. It's also true that Obama group did an almost flawless campaign with the help of so many motivated volunteers and good democrats like Dr Howard Dean.

But the most important point, in my opinion was that Obama who is not only a young, intelligent and charismatic person, wants to be the president of all americans, never mentioned preferences of any race,religions, parties etc.. That is why so many people voted for him and so may people of the world like him also

eugenefromcanada

[KillTheMessenger]

We have to give credit where credit is due: Sen. McCain ran one of the worst campaigns imaginable and we need to thank him for that. If he had done an excellent job, victory would have been far harder to come by. A similar argument can be made for Senator Clinton, although in the final tally she still did much better than our "Maverick".

[NFS]

HuffPost's Pick

As a multicultural marketing consultant and journalist, I too was in awe at President Obama's campaign. Not just from the brilliant strategy and execution of his marketing campaign from beginning to end, but also how he effectively reached out to the various segments of the multicultural community. He mentioned all these communities during his acceptance speech Tuesday night, including the African Americans, Latinos, Youth, Seniors, Disability, Gay and Lesbian communities, which was very strategic and inclusive, furthering his favorability index with these communities.

His campaign was flawless and not only will marketing, education, political science, journalism, public relations and IT professionals (his use of inbound marketing and social networking was brillinant)! be studying his unique integrated approach to meeting the desired end of worldwide exposure in case histories for years to come, but I believe his campaign will be the role model for marketing for not only political campaigns, but any successful corporate marketing campaigns in the future.

I understand that many of his staff members were in their early 30's or younger. What a great way to tap into today's up and coming talent--assisting in getting the first African American president of the United States elected. Their parents must be exceedingly proud.

Go President Obama!

[barkingcat]

HuffPost's Pick

Don't neglect to credit the quality graphic design used in his campaign communications -- clean, professional, consistent.

As a design professional, I was impressed by the consistency in brand and design discipline exercised by the campaign, not just at the macro level (television commercials) but all the way down to the personal level -- direct mailers, etc.

I didn't see that sort of control shown by the McCain-Palin campaign's designers -- many of the materials I saw looked as if they were coming from entirely different campaigns. They were confusing and brand-diluting.

But then again, the McCain-Palin campaign communications pieces were created by an organization with message problems.

Enough said!

[harriscrl3]

Even Rachel Maddow admitted that she thought to herself no way would America chose a democrat while they are in the midst of two wars to run this country. He shattered so many myths and assumptions Tuesday night. On the night before the election someone posted the question why there was no Osama tape to disrupt the elections there were many theories like he is dead. However I believe that the reason Osama didnt send out a tape was because he never believed for a second that America was going to elect Barack Obama. He probably figured if he interferred and McCain won it can be justified that McCain won because he interferred rather than because America wouldnt chose an AA President. So it works better for him if Americans go to the polls and chose McCain then he can't be blamed and it would strengthen his recruitment efforts because then he can say see I told you America would never select an AA President.

But they proved him wrong the resilience of the American people is amazing. Obama ran a great campaign had the best message sold it and the American people believed it and while they have their reservations as far as his ability to handle National Security and terorrism they made a bold statement that we are heading in a direction thats dangerous its time to put a stop to it before we go any further.

Carol

[strangerinthenight]

Rachel Maddow was pandering. If she actually said that, then she's not a good analyst. I doubt very much the Osama film on the eve of election would help McCain. IMO, Osama's absence help Obama.

[Marg King]

November 4, 2008 was the happiest election day since JFK won over Richard Nixon in 1960. Common sense and intelligence will once more lead us here at home and abroad. "America the Beautiful" is being sung with fervor once again. I am so happy and so proud of the USA. Thank you Mr. President-elect: BARACH HUSSIEN OBAMA... God Bless You.

[ITSDEE]

AMEN to this sentiment! For the first time in my adult life, I am proud to be an American!

[plafayette]

I see your AMEN and raise you seven Hallelujahs. I too I am really proud to be an American - this was not my first time- but it will truly be most memorable.

[strangerinthenight]

Marg, make sure you know to spell his name: BARACK.

[Lulliloo]

The world weeps with joy, I assure you it does
Peace, America, peace, World, peace each and every soul thereon.
Amen

[PacificGatePost]

... and not only America listened but it appears populations around the world applauded America's decision. The goodwill, should in turn provide America additional access to badly needed capital that if used diligently, could turn the economy around.

http://www.digitaljournal.com/article/262030