Or more like a product, but in the end marketed as a consumer good. Like a fresh Coke during summertime. It looks good, tastes better but no one knows its secret formula.
US politics have always been surrounded by expensive marketing campaigns where the candidate’s military record was a decisive argument. For Obama it was his color; like with the Coke Zero black made the difference…. that and a long list of good marketing decisions:
Obama is all about selling an image (after the W.Bush disaster), inspiring the consumer, offering great CSP with an “authentic” product and in the end drink it. That’s how the former US president conceived its 2008 campaign and that’s how the rest of the world’s politicians will do from now on.
His past campaign & today’s government communication is being considered as the most successful example of internet, viral and social marketing. Logic given that the Obama-brand is built the way social networks are:
- Share above all: Barackobama.com the main site for his presidential campaign gives every user the possibility to share O-brand throughout widgets, photos, ringtones, specially the “Obama everywhere” area …
- Stay in touch & updated constantly: Receive messages on your mobile with the latest O-brand’s decisions, twitts, fessbook updates….
- Spend your time here: At Mybarackobama.com you’ve got customizable tools for you to lose your time… or for you to create a blog, mini-social network, mini-fundraising, events….
- Gather data, a lot of “social data”: That’s what the campaign was also about, even if you don’t get that vote you get their address, or their phone number, e-mail… so you can contact them and O-brand them next time!
About the O-Brand:
A roundly perfect logo: Obama written in upper and lowercase juxtaposing it with his O symbol … a blue ring w
ith red and white stripes reaching for a rising sun… so poetic.
Gotham typeface: all of O-brand’s graphics are basically done with this typeface. Originally designed for the GQ magazine is a very straightforward, elegant and sleek way of communicating your message (this font was designed by Americans…. always so patriotic).
I know that as usual I leave out TOO many things, like the cleverness of O-brad’s Direct Marketing strategy (even videogames!), the “celebrity factor” (viral videos with 18 million streams…) and so on; analysing the O-brand should become the next study case for Harvard.
As Keith Reinhard (DDB Emeritus Chairman) said, ”Barack Obama is three things you want in a brand,”: “New, different, and attractive. That’s as good as it gets.”
Personally I love this drink, hope I don’t get tired too early.
See you @ Rennes
added value…
“The hunt for Gollum· aired 2 days ago on Dailymotion.
Watch the full film here.
I never got to like The Lord of the Rings that much (sorry fans) however a collaborative fan film with such an impact doesn’t happen every day. Nice work.
