What’s next for the Obama brand?

photo by distillerymedia

I was in NYC last weekend watching folks line up to buy Obama shirts at the farmer’s market and thinking about how all this is going to end. I’ve admired the brand, the way they have built it and managed it but I also realize that it’s not a “brand” that is probably going to last. Think how strange it would be to see folks walking around town in Bush 04′ tee shirts everyday.

As a voter in a democracy, I certainly hope that I’ll continue to be proud and affiliate with my elected official but will I wear his likeness? No, while I’m willing to do that during a campaign I’m far less likely to do so once they are actually in office…which is an interesting issue for a brand.

From a brand management point of view, it’s a huge opportunity to transfer the equities of the Obama brand into brand America both domestically and abroad. But that effort requires different tools than the ones that have been used to date: buttons, tee shirts, posters and hipster Obama belt buckles (although Joe the Plumber could probably use one).

I think Tina Fey is still more qualified to be President.

Watching these videos makes me cringe…

hat tip to The Huffington Post

Debbie has another good (not good) one over on her blog.

Because I’m not sure I deserve health insurance….

Fashionable Politics

The Washington Post announced that Obama has taken on a Target-like strategy to bring some (more) panache to his campaign. Coordinating with designers to create custom Obama merch that will be available via the web for trend-setters across the land.

“Now it is enthusiastically and abundantly about style. The Barack Obama campaign, which has been actively courting the fashion industry, has coordinated some 20 or so designers who are creating official merchandise for the candidate’s Web site. It is the first time, as far as Seventh Avenue long-timers can recall, that a quorum of the fashion industry has organized its financial resources and creative energy around a single presidential candidate.

The mix, available online next month, ranges from T-shirts to tote bags and will lend a bit of runway panache to the Obama brand. The list of participating designers, which includes Derek Lam, Isaac Mizrahi, Tracy Reese, Charles Nolan and Diane von Furstenberg, covers the full spectrum of the market, from high-end to inexpensive. Other names have been bandied about but not confirmed: Beyoncé, Russell Simmons, Michael Bastian, Vera Wang.”

Free Advice: Repositioning Obama

Hope – Obama (Shepard Fairey poster)

Originally uploaded by Steve Rhodes

I’m starting up a new section of the blog here called Free Advice in which I will give advice to brands who haven’t asked for it. First up, Mr. Barack Obama.

It should be noted that I love what you are doing to date. Strong consistent positioning around HOPE supported by “Yes we can” making it feel achievable and believable. Short, simple, to the point and looks great on posters and t-shirts.

But it’s time to realize that these themes aren’t yours alone. We’ve wanted to BELIEVE and HOPE, since well before Bill Clinton came from a little place called Hope, ARK. We’ve also wanted to CHANGE Washington ever since Washington needed changing, which was pretty early on. You embody these themes making them ring out as resonate and true and yet they aren’t absolute positionings. They remain relative to the other candidates faced in the primary. In order to win the general election I think we are going to need a bit more information and you are going to need a positioning to coalesce that around.

Recommendation:
Keep HOPE as a messaging pillar but adjust your overall positioning to “Leadership for a Changing World.” You support this by continuing to create a leadership agenda, domestically and reasserting America’s leadership in the broader world.

It also continues to create a distinction between yourself and Mr. McCain while subtly reminding folks that he continues to mention countries that have been non-existent for a decade, can’t use a computer and wants to pursue many of the same strategies that got us to where we are.

Obama and New Media

Another busy day here at headquarters but wanted to make a precient comment about Obama and his impressive use of new media. Over on his website they are live streaming his speech in Berlin (or at the moment, a lot of photographers taking pictures of people waiting for his speech in Berlin.) For once I feel like we have a candidate who is living in the same world I am and appreciates the power of technology to democratize not just information but democracy itself.

Obama Claims Victory, I Claim Exhaustion

Obama in Dallas – Reunion Arena

Originally uploaded by slight clutter

Is it really over? I’m still scared to walk outside thinking that it might all be a hoax and I’ll start seeing ‘Hillary Third Party ’08’ signs outside my office. (BTW, he’s 15 delegates away after today’s super-delegate deluge, he’s mathematically clinched.)

A beautiful, strategic, divisive campaign that’s been a beauty to watch. Remember Iowa? Remember NH that kicked off the Year Of The Tear? Edwards’ long stories about ordinary Americans that made one think he was trying to take over This American Life from Ira Glass. Beautiful stuff.

Now the real fun begins as Obama tries to heal the wounds with women and bridge the gaps with Hispanics and rural Americans.

What If Hillary is Pushing A Third Party?

Hillary Clinton 1

Originally uploaded by Angela Radulescu

I recognize the absurdity of this question on the surface. The Clintons built the modern democratic party, right? Why would they turn against it? Well, they may if they truly see that as their chance to win. They feel alienated by Howard Dean and rue the day they installed him at the DNC. They feel as though they still have the best credentials in a general election and the ability to connect with women, blue collar voters and moderates. This still may be a long shot but it might explain why they are still in the race taking advantage of the press coverage and trying to build momentum. One would have thought it crazy for Joe Liberman to go it alone as well after the party turned on him just years after being its candidate for Vice President.

Obama Has His Designs on the Presidency

print080129-shepfairey-3of3-20080129-110401-lg1Originally uploaded by distillerymedia

The artist Shepard Fairey has endorsed Barak Obama. While this is about as insignificant as it gets, it warms my heart to see some beautiful work come out of a political campaign that isn’t trying to sell the Chevy trucks version of America.

Article in Creativity here.

Democrats Are Smarter Than Republicans

Clinton(Democrats are sexy)Originally uploaded by Cal-el

I discovered an interesting little widget on my travels around the blogosphere yesterday: The Blog Readability Test. Type in your blog’s url and presto! It gives you a nifty little digi-sticker with your blog’s reading level on it. But it gets better– it works on regular websites too! Since I’m a nerd I looked up presidential candidates’ websites straight away. This is what I found…

DEMOCRATS:

BarakObama.com – College, Post Grad

JohnEdwards.com – Genius

HillaryClinton.com – Jr. High School*

REPUBLICANS:

JohnMcCain.com – High School

MittRomney.com – Elementary School

MikeHuckabee.com – Genius**

JoinRudy2008.com – High School

RonPaul2008.com – High School

When reading these results, keep in mind that half of America is below average at everything, always.

*which may explain the crying. Junior High can be a nightmare.

**if you hate evolution