Monday, November 10, 2008

Brand Obama


Sorry, it's been a while. A lot has happened in the world since I posted. And now, something for the history books, Barack Hussein Obama is President of the United States of America. Who would've thought that a man whose last name sounds like the enemy of the free world and whose middle name alone can give others second thoughts of electing him to the highest position in the land, can actually win?

Obama is a brand. A well-packaged brand, marketed to its highest potential, to make history. A snapshot of Obama's advertising brief goes like this:

Objective: To win the 2008 Presidential Election.

Target Market: Americans who refuse to experience again the same eight years of Republican policies, economic woes and uncertain future.
Primary Target: The youth, disenfranchised voters who previously thought that their votes don't count; they could not make a difference.
Other Key Targets:
- Republicans willing to switch sides
- Hillary Clinton supporters
- Independent voters
- Swing States - Ohio, Florida, Pennsylvania

Brand Proposition: Obama is the change we need.

Reason To Believe:
- A solid approach to the economy: providing tax cuts for working families, tax relief for small businesses and startups, and fair trade
- Will responsibly end the war in Iraq and commit troops to Afghanistan where Al Qaeda is believed to be hiding

The Obama road to the White House will be imitated and scrutinized by all politicians vying for office or seeking reelection. It is already evident in Italy, where a politician is also using change as a platform. Here in the Philippines, Loren Legarda with her ad "pagbabago" attempts to own the change platform as early as now. We'll see what happens. You betcha!

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