liberal, 3. inspiring, 4. progressive, and 5. good. These attributes, whether planned or not, havebeen conveyed to the public and I believe have been key to Obama’s brand messagethroughout the campaign.Obama, as an underdog brand faced many challenges in the months leading up to hiselection. The goals I believe the Obama campaign strategist David Axelrod must have set wereto overcome the inherent racism of Americans to choose an African-American president, toappeal to Americans’ sense of doing what is right to make liberal change happen (universalhealth care, being a leader in the green industry, withdrawing from Iraq, etc.), and get younger,normally unengaged people out to vote for him.In choosing a target appropriate for the Obama brand, as just mentioned, the Obamateam went after the younger 20-30s public that previously felt unrepresented in the issues of past leaders such as George Bush. This audience could be profiled as disillusioned by war andblatant capitalism, environmentally minded, heavy users of social media, well educated,moderate to liberal, morally minded and ready for a change. The messaging and media neededto be planned and crafted to attract and recruit this dormant crowd and unleash their enthusiasm for a new kind of government.
Creative Strategy for Change
Does the campaign uniquely and clearly communicate the brand values? Does the campaign take a creativeapproach that no other brand (at least in the category the brand competes) has taken? What are the creative and executional elements of that make it unique?
Obama's campaign used the slogan "Change we can believe in" and the chant "Yes We Can".“The campaign's remarkable consistency is the real accomplishment. Across towns, counties,states -- and with thousands of volunteers, no less -- across multiple media platforms, they'vemanaged to drive a potent, single-minded design and messaging coherence that should shamemany national brands”,
said Brian Collins, founder of experiential branding firm Collins.With this consistency comes a vibrant, young and cool campaign all built around the idea of