Brand marketing and power of aspirational messaging


(Photo credit: Flickr DJBrianE)

As a marketer, I have been watching the development and execution of Obama marketing campaign with awe. This presidential campaign was the first in my memory to be marketed as if it were a corporate brand. Everything from the backdrops on stage to the well-chosen typeface on the signs held by fans has been just right. The use of the Obama logo was also powerful. In fact I didn’t realize I had been seeing a logo, until I saw it spray-painted on someone’s lawn with no supporting text, and immediately knew its meaning.

Another key to the success of this campaign, as a brand, was their aspirational messaging. The Obama campaign sold hope and change, not a man or a simple solution. They aimed to inspire others to look higher and dream big. The sign I saw held by supporters most frequently read “Change we can believe in”, with a subtle “Obama 08” at the bottom.

It’s often hard to build aspiration into a marketing campaign, and we can often get lazy and just settle for “motivational” or “actionable”. This success story, while perhaps not directly applicable to your work, should motivate you to get back to basics. What are you marketing, what is the value? Is there value? What does your brand aspire to be or to provide? How can you communicate that effectively? Does the name you just chose for your client’s new company really aspire to something? Can you back that up?

I have to admit, in full disclosure, that my interest in the Obama campaign reaches far beyond marketing. To me, this election represents a shift in the American psyche; it represents new opportunities for my husband, and his family in Haiti. Most of all, it represents an America that I’ve always hoped was possible for my 6-month-old daughter. My vote was for her.

— Posted by Liz Moise

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2 Responses to “Brand marketing and power of aspirational messaging”


  1. 1 Connie November 5, 2008 at 9:01 pm

    Very inspiring post – thanks Liz!

  2. 2 Alderman September 4, 2014 at 1:11 pm

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