Barack: the ultimate marketing case study?
Tuesday was a great day. We sat in the office, in awe of an undoubtedly great man. We were transfixed.
As Paul Carr said in his weekly column, the usual British cynicism that so often comes to the fore when anything American is concerned disappeared like $1 Obama water offered to a million-strong crowd.
The reason: he’s a great, natural marketer.
From day one, Obama has marketed himself brilliantly. There was a great comment piece in last month’s Revolution magazine which compared some of Obama’s early speeches from before he won the nomination to the email he sent on the night he was elected. The messages were almost identical.
That’s great branding. Great messaging and great strategy. We are always telling our clients that if you get the messaging right at the start, then everything else follows and works much better. It’s true and Obama knows it. I guess from a political standpoint, it suggests that this is also a person who is true to his beliefs and his vision. A good business lesson too.
Sure, he was very different to what went before, and that certainly helps. But so is the best marketing. And Obama accentuates and plays on these differences, if subtlety. Marketing the same message in the same way as everyone else is only going to get you so far. Doing something different, something unique, gets you noticed.
David Meerman Scott has brilliantly demonstrated the linguistic differences between Obama’s inaugural address and the one Bush gave 4 years ago. It’s subtle but it seems to hit home.
As Seth Godin says: be remarkable. Obama is certainly remarkable – the person and the brand.
Politically speaking, the hard work starts now. And, at the end of the day, he is a politician, not a marketer.
But in the days when countries are hiring PR agencies, what better leader to have than one that seems to understand how to inspire, persuade and communicate effectively to his own country and globally.
