The brand called Obama

Posted on March 31, 2008 by Melissa Worden

"Politics, after all, is about marketing — about projecting and selling an image, stoking aspirations, moving people to identify, evangelize, and consume. The promotion of the brand called Obama is a case study of where the American marketplace — and, potentially, the global one — is moving. His openness to the way consumers today communicate with one another, his recognition of their desire for authentic “products,” and his understanding of the need for a new global image — all are valuable signals for marketers everywhere.”