Archive for the 'vote' Category

Too Early to See Change From Obama…I Think Not!

Yesterday’s inauguration certainly was an unprecedented event. Whether you voted for President Obama, or not, it was tough to deny the feeling of excitement, renewal and hope. And with today’s digital media capabilities (thank you CNN!) how could you help feeling empowered – huddled around your computer with your colleagues watching every second like you were there yourself.

We heard a lot about change over the last several months, but what does it all mean to our everyday life and how much longer will us impatient Americans wait. Since I can’t look into my crystal ball and predict the future, I can say that change has already come to the White House…in the way of a blog!

Shortly after Barak Obama was sworn in, Macon Phillips, the Director of New Media for the White House blogged on how the President and his administration would stay in touch with the rest of the world and laid out their priorities and new media efforts. Communication, transparency and participation were cited as their top priorities. In addition, Phillips encouraged all of us to send ideas. The blog is going to include video, full texts of speeches and slideshows on Obama’s first days in office.

Communication, transparency and participation may seem simple, but should be top priorities for all organizations looking to build a brand as Obama did from his early days of campaigning. As my colleagues noted back on Election Day the Obama campaign was a best-practice marketing case study on building a brand. And true to his word…change came to the White House on day one…

— Posted by Kim Pegnato


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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