The Marketing of Brand Obama

The online marketing of President Barack Obama’s personal brand has been called the “campaign that redefined modern politics.” The masterful implementation of social media by Team Obama campaign is a lesson not only for political candidates, but also for any professional who wants to promote a personal brand.

Candidate Obama built grassroots support through a powerful Web site (www.MyBarackObama.com) and presence on every major social media network--Flickr, Facebook, Youtube, Myspace, LinkedIn, Twitter and more. Looking at statistics before the election, Blogger Jeremiah Owyang pointed out that McCain had far less social media presence than Obama.

Besides social networks, millions of blog postings mentioned Obama. The Obama campaign’s online fund raising methods were particularly effective. Within minutes of donating online, for example, people received e-mails thanking them for their contribution. On Internet forums, people shared personal stories about why they donated. Obama’s Web site at www.change.gov asked for input from citizens about their personal stories and where they thought the country should go. The use of this kind of online tool empowers people, encouraging them to participate in the process of government. The effective use of social media can build passionate communities.

Candidate Obama and his team carefully calculated how to market his personal brand through consistent messages, graphics and the sans serif Gotham font. Initially commissioned by GQ magazine, the Gotham font was chosen by GQ editors because of its “masculine, new and fresh” look. The Obama campaign logo--a blue ring shaped like an “O” with red and white stripes and a rising sun symbol--looked patriotic and inspiring. His “Change You Can Believe In” slogan promised a fresh approach, while at the same time it conveyed a solid trustworthiness.

All this careful branding paid off. Keith Reinhard, chairman emeritus of DDB Worldwide Communications Group, Inc., the largest consolidated advertising and marketing services global network in the world, has said that President Barack Obama is the three things you want in a brand--“new, different and attractive.”