Obama Branding Strategy - one year after the triumph

Obama's campaign is often compared to the biggest success ever in the history of marketing. First, he was a relatively unknown African American man, younger than all his competitors, with a strange-sounding name. He was campaigning against two major opponents: Hillary Clinton, one of the most well-known woman in America, and John McCain, a well-known war hero and long time, experienced U.S. senator. In the end it didn't matter.

Barack Obama seemed to have the better marketing strategy than either of them. First of all he demostrated clear focus and consistency by ancheroing the concept of 'change' in the minds. And secondly, he managed to energize the base. Not only did the president use major social media in his campaign, like Facebook, Linkedin, Flickr, Myspace and Youtube, but also set up his own interactive community with Change.com. In addition, his campaign team engaged with other social media based communities such as Asianave, Blackplanet.com, Faithbase.com and many more. The campaign team took the time to interact with the social web, encouraging ratings, reviews, and opt-ins for follow up direct marketing information.

With this online engagement, Obama could convey the values of transparency and closeness that are fundamental for a politician. Polls showed that the youth base had been energized by his campaign. Without this word of mouth, grassroots movement, the elections would probably never have been won. The campaign team encouraged peoples’ natural desire to depend on others and engage in conversations for an outcome meaningful to them. In an article of the Washington Post, DNC spokesman Hari Sevugan said "We think that change happens with neighbors talking to neighbors, and these rallies reflect that".

Undoubtedly, president Obama fulfilled the criteria of successfully energizing the base, as it if often referred to in political terms. The campaign was believable, self-reinforcing, and self-spreading. Moreover the basic techniques for connecting with the brand enthusiasts have been met: tapping into the enthusiasm with ratings and reviews, create a community to energize the customers (change.com), and participate and energize online communities of the brand enthusiasts (asianave, black planet etc).

Francesco Wesel
Integrated Marketing Communication
www.francescowesel.com