Expertinent: Why the Obama "Brand" Is Working

re: Expertinent: Why the Obama "Brand" Is Working

VoteResponsibly08 — Wed, 27 Feb 2008 15:38:18 GMT

CHANGE MEANS NOTHING IF YOU UDO NOT KNOW HOW TO BRING IT ABOUT. EMPTY WORDS is all it is!

Sad day for America!

re: Expertinent: Why the Obama "Brand" Is Working

Ned123 — Wed, 27 Feb 2008 15:48:50 GMT

"Obama is the first presidential candidate to be marketed like a high-end consumer brand. "

Kid, you're obviously too young to remember anything about Ronald Reagan's first presidential campain (or maybe you weren't even born then?) Othwerwise, you wouldn't make such an ignorant statement.

Not that I'm comparing Obama to Reagan, mind you. I like Obama, and disliked Reagan (although he had one hell of a marketing strategy).

re: Expertinent: Why the Obama "Brand" Is Working

pixiepunk — Wed, 27 Feb 2008 16:09:34 GMT

Thank you for finally telling it like it is. Obama's campaign is a HUGE marketing effort that has been working. To be honest, Obama is a more likeable person. Hillary is one of those people that comes off as a little stiff and unapprochable until you meet her and see how warm and sincere she really is. But whats important to me is who I think is going to get the job done when all is said and done and I believe that person is Hillary Clinton. She has the time and experience (including her 8 years in the White House which were invaluable) to do the job. He is another inexperienced George Bush waiting to happen. I sat back and was amazed that our country elected George Bush TWICE! What a snow job! Our country can not affort to raise a junior senator who never even completed his first term to be ready to lead our country. There is too much at stake! Texas, Ohio, Vermont, Rhode Island, etc. please don't nominate someone who is clearly a rookie with an excellent marketing team!!!

re: Expertinent: Why the Obama "Brand" Is Working

odelljones — Wed, 27 Feb 2008 16:10:12 GMT

I agree. All sizzle, no steak.

re: Expertinent: Why the Obama "Brand" Is Working

Andrew Romano — Wed, 27 Feb 2008 16:17:08 GMT

Hey Ned123, Every presidential candidate at least since Richard Nixon in 1968 was actively "marketed" to the American public--I'm not denying that. The point I was trying to make is that the Obama's marketing is much more cohesive and comprehensive than anything we've seen before, involving fonts, logos and web design in a way that transcends the mere appropriation of commercial tactics to achieve the sort of seamless brand identity that the most up-to-date companies strive for. Apologies. I definitely could have been clearer.

re: Expertinent: Why the Obama "Brand" Is Working

lemoyne142 — Wed, 27 Feb 2008 16:20:46 GMT

Good article. I am surprised your graphics "expert" did not comment about the top of the O also appearing as a rainbow, a Biblical yet - I believe - universal symbol of hope and promise. Very good logo, indeed.

re: Expertinent: Why the Obama "Brand" Is Working

Emanuel — Wed, 27 Feb 2008 16:33:01 GMT

I understand that everybody has a favorite candidate and that they want their person to win, but you cannot deny the fact that this man has run the most brilliantly organized political campaign in American history. If President Obama can run the US Government half as effectively as he has run his campaign, then we will all be in good shape.

To those who want to take a shot at his ability to inspire through his words, I say there isn’t a “great” President in our history who hasn’t been able to evoke passion in the American people through his words.

The Democratic Party has to begin putting purpose ahead of personality. We have major issues to face in the fall. The Republican Party is already prepared and unified. No Democrat wants to see this war continue ad infinitum. No Democrat wants to see another conservative nominee to the Supreme Court Bench. No Democrat wants to see a tax code that favors those who do not need any favors.

Stop with the bickering and start supporting the strongest candidate who has gained the most votes, the most states, and the most delegates. We cannot afford to lose in November. Let’s unify and support our common AGENDA.

re: Expertinent: Why the Obama "Brand" Is Working

zbsachs — Wed, 27 Feb 2008 16:33:23 GMT

Today, at Salon: http://www.salon.com/ent/feature/2008/02/27/campaign_logos/

Actually an almost identical story ran in Newsweek a few months ago, which I would link to if I could navigate the older parts of this site. (And Michael Bierut figures in all three.)

But I like how this post focuses on the nature of the brand positioning rather than focusing narrowly on the characteristics of the logos. And there is definitely more to say about the nature of "experience" (as Bierut puts it) that Obama is presented with.

re: Expertinent: Why the Obama "Brand" Is Working

redfrankie — Wed, 27 Feb 2008 16:39:03 GMT

I think this is an excellent article. I noticed much of this a couple months ago. I have been impressed by how the Obama campaign has been consistent...logo, font, colors all come together to create a constant message. If you look at every rally you see the same "Change You Can Believe In"...you see it on big banners, you see it on people holding placards and you see it on the podium. "Change" is always the biggest and boldest and has become what Obama is associated with.

It is not just on banners, Obama's team (which he leads) has done a remarkable job on their use of their website. It is clean, simple and full of information. Early in the campaigns, I noticed two things that set his site apart from all the others (Republicans and Democrats). First was the use of the video portion. It is interesting to note that Obama detractors often claim empty rhetoric and all fluff, but when you look at his videos they are by far the most comprehensive collection of speeches, sit down events, etc of all the candidates. This is where the meat is...where people go to research. You can't do that in sound bites! Second, the my.barackobama.com section is second to none and unlike anything in modern presidential campaigns. If Obamamania is a movement, this is the organizing hub and will prove to be a powerful weapon as the campaign moves to the fall!

By the way...in the past I was named a rising star in Republican party politics in the state of Iowa by Mike Huckabee's campaign manager for Iowa when I ran a State Senate race there. I believe on campaign processes and messaging, the Republicans are in for a very bad defeat this cycle.

re: Expertinent: Why the Obama "Brand" Is Working

bodojanbo — Wed, 27 Feb 2008 16:48:48 GMT

All FLUFF, and none of the REAL STUFF! If Obama spent as much time in the Senate working to resolve issues as he spends in creating himself via graphic design and branding, then maybe he could eventually be considered as a legitimate candidate for President. Let's see how he builds his "coalition" in the Senate on immigration and heath card reform etc. Then maybe we could believe in him as a real agent for change.

re: Expertinent: Why the Obama "Brand" Is Working

James123 — Wed, 27 Feb 2008 16:52:19 GMT

I agree, he is making it more corporate rather than aimed at the reality of the issues that currently threaten our nation.

He is all about this change thing, out with the old and in with the new. Aren't the washed up Kennedy and Kerry old serving senators? Were they not involved/responsible for the old? How come he regards them and their past positions so highly? With that said, the only thing he should change is his underwear.

re: Expertinent: Why the Obama "Brand" Is Working

UlysssesS — Wed, 27 Feb 2008 16:56:47 GMT

"Obama is the first presidential candidate to be marketed like a high-end consumer brand. "

????

That is the most stunningly naive statement I have ever seen penned by a Newsweek writer. Really, it's flabbergasting. How could anybody older than 13 actually think that? ... and then go onto construct an argument that is frankly (as a senior design professional myself) so laughingly middle-brow in terms of nuance or understanding of presidential politics OR the history of brand design, particularly in presidential politics...

it really makes the mind reel.

re: Expertinent: Why the Obama "Brand" Is Working

JeMe517 — Wed, 27 Feb 2008 17:11:19 GMT

To VoteResponsibly08:

I read a post comparing the legislation the two senators have written, who has co-sonsored them, and what has actually passed. You'd be surprised at how much more effective Obama is than Hillary. A lot of people who are criticizing him for no substance are actually buying into talking points without actually looking deeper. Bottom line is HE'S SMARTER THAN SHE IS. He has run an extraordinarily organized campiagn. Read all the stories that have been written about how presumptive she has been from the beginning, and why she was not prepared for Obama. If she doesn't have the foresight to run her campiagn effectively, how do you think she'll run the country? If she's not spending her campaign dollars effectively, what can we expect in the White House? The people she put in charge of her campign did not have the right EXPERIENCE to run the campaign. Why do you think Pattu Solis-Doyle was replaced? There were reports that she liked to take breaks from campiagn business to watch soap operas! Don't you think running a presidential campaign is a little more important? Hillary has given people several people positions in her campaign who have been loyal Clinton friends, regardless of actual skill in the position they were put in. Sounds more Bushie than we need to have. There is a reason Obama has such an organized and effective campaign...he's smart enough to put the best and most qualified people in the right positions. If she couldn't put her campiagn together to combat a relative unknown in her own party, what the hell is she going to do to combat real threats? She's not smart enough to be president. She feels entitled and didn't bother to plan for competition. That's not vision. She waged her campaign the way Bush waged the Iraq war. She was ill-prepared, now she's playing catch-up and feeding her supporters talking points to regurgitate.

http://www.dailykos.com/storyonly/2008/2/20/201332/807/36/458633

Read for yourself. See if you agree. If you don't, do some of your own research. But use intellect to determine your position. People act like this man appeared out of nowhere. He's also been an elected official longer than she has. I didn't realize that being a U.S. Senator is the only thing that counts on a resume. The American people didn't know that either, I guess, sine this will be the first time a senator is put in office since Kennedy.

re: Expertinent: Why the Obama "Brand" Is Working

Phong Nguyen — Wed, 27 Feb 2008 17:26:52 GMT

I have followed the news in this primary election more closely this time because of its historic nature and have observed the following unflattering facts about S. Obama:

Senator Obama has not been telling the truth to American people as shown by the following facts:

POLICIES OF YESTERDAY:

Senator Obama runs on the “hope and change” message and often dismisses the “policies of yesterday”. But there is nothing wrong with the policies that produced the budget surplus and other benefits to the middle class and the poor. It is the “policies of yesterday” that help to give Senator Clinton and Senator Obama the opportunity to run for the presidency today; therefore, it is wrong to dismiss all “policies of yesterday” indiscriminately. We need to keep the good policies and try to correct or improve the bad ones. Senator Obama does not tell the voters the truth!!! Senator Obama misleads his supporters and others!!!

JFK and MLK:

In their young days, JFK was a war hero and MLK was a civil rights leader; whereas, Senator Obama admitted to using drugs during his young days in his book. He recently quit smoking to prepare for his run for the White House. Isn’t he calculating as a politician???

UNIVERSAL HEALTH COVERAGE:

Senator Clinton was the one who first tackled this issue. Even though it was not successfully the first time, she has learned a lot of lessons from it. All experiences in life do come with a cost! Senator Obama also learned from Senator Clinton’s first trial on Universal Health Coverage. Senator Obama’s proposal has a mandate for parents to buy it for the children; whereas, Senator Clinton’s requires all to participate to share the costs. Senator Obama falsely accuses Senator Clinton as the only candidate who forces the people to buy health care insurance even when they cannot afford it without mentioning that both proposals offer subsidies to the poor. Senator Obama does not tell people the truth and the whole truth!

NAFTA:

Senator Obama falsely accuses Senator Clinton about supporting this policy. The fact is Senator Clinton has opposed this policy for a long time and has proposed a timeout to review it. Even Senator Obama does not think that it is a good idea to get rid of this policy because it will cause even more job losses. Senator Obama does not always speak the truth and the whole truth!

Change:

In a speech in Eau Claire, Wisconsin on February 16, 2008, Senator Obama said that “change only comes from below” and that “change does not come from above.” If so, what he is running for the highest office in the country for? Senator Obama is a veteran politician who tells his supporters what they want to hear: the same charge he levels at his opponents. We all know that changes have to come from both directions.

re: Expertinent: Why the Obama "Brand" Is Working

BabylonBlue — Wed, 27 Feb 2008 17:32:06 GMT

OH give me a brake... everything is marketing in this beautiful contry that we live in... Look how this administration marketed an eniter war and the new era of fear....

Wake up people, nothing is new and nothing has changed. Its been going on for decades. Now that someone different has come along, we want to single him out. At least the "OBAMA BRAND" isnt't tainted

re: Expertinent: Why the Obama "Brand" Is Working

RayNyc — Wed, 27 Feb 2008 17:38:55 GMT

"Manufacturing a Presidential Candidate"... Bizarre to see the special treatment the press has been giving Obama, even on TV, when they should be challenging him on issues, stances, and a weak record. Clinton, instead, with a superb knowledge on the issues and much greater political savvy, has certainly defended herself and proven herself to be a strong, knowledgeable, and astute commander in chief... What I see here is another instance of image infatuation working for Obama, in which both press and lots of Democrats (particularly young ones looking for an "idol") have been seduced by a polished exterior rather than focusing (and drilling him) on more substantial aspects, which Obama, an untested and inexperienced politician, doesn't have.... Just watch last night's debate again and pay attention to his weak, vague answers, often tagging along Clinton's deeper responses ("I agree with Senator Clinton..."). Also, listen to his examples of his experience, rather than a list of accomplishments, you always hear "when I lived in Chicago and I was a community organizer..."

re: Expertinent: Why the Obama "Brand" Is Working

Thype1er — Wed, 27 Feb 2008 17:42:31 GMT

One can certainly take this article and this information and say that Obama is all talk, I can understand that. Yet, one could make the point that because he is organized, knows what a cohesive message is, and runs his campaign professionally he is the right guy for the job, or at the very least he knows how to run an organized, successful organization.

I suppose in the end it all depends on what you feel about the candidates, if you like him you will be impressed, if you don't you will probably find him as a fraud that is all talk.

Good article, no great article.

re: Expertinent: Why the Obama "Brand" Is Working

tmon9 — Wed, 27 Feb 2008 17:48:42 GMT

I have observed the same thing about Barack's advertising. It is simply beautiful. The font reminds me of the Louis Vuiton font. It is Genius.

re: Expertinent: Why the Obama "Brand" Is Working

redheaded blue girl — Wed, 27 Feb 2008 18:00:42 GMT

Oh, please. Ronald Reagan wanted the theme of his campaign to be "Together, a Fresh Start!" until someone pointed out to him that Fresh Start was a laundry detergent. Phrases, logos, and such have always been with us. Tippecanoe and Tyler too ring a bell? You have an overdose of Marshall McLuhan on the brain.

I find all this analysis of "Obamamania" and branding to be quite insulting to the intelligence of people who have given serious thought to Obama and chosen him for good reasons. The essence of Obama is that he connects with people. He does so because he projects intelligence, integrity and ideas that speak to what people want and need from their next President.

re: Expertinent: Why the Obama "Brand" Is Working

jeffg63 — Wed, 27 Feb 2008 18:12:31 GMT

This is just another attack on Obama supporters. You want to believe that we're all just mindless followers fooled by fonts and logos. GIVE IT UP!

I've been following Obama for over a year and a half now and became convinced of his sincerity and intellect after reading both of his books last year. Yes, he has executed a flawless campaign, but fonts, logos, and slogans are not why he's succeeding. People see a real leader with real ideas. He has the ability to change the face of the U.S., both domestically and internationally in ways that Hillary or McCain could never do.

For those of you claiming that he's "All sizzle, no steak", wake up and stop mindlessly repeating what you hear! Read his books. Research his positions. Saying that Obama has no substance is not an attack on him, it's an attack on people like me because you're saying that I'm stupid for supporting him. I can guarantee you that this is not the case.

If you have a problem with his positions, be specific. All I see are attacks on "no substance", yet I never see one complaint about any of his positions. At this point, I just see a bunch of people upset about the fact that Clinton 2.0 isn't going to win.

re: Expertinent: Why the Obama "Brand" Is Working

JeMe517 — Wed, 27 Feb 2008 18:21:27 GMT

Phong Nguyen said "Senator Obama admitted to using drugs during his young days in his book. "

So are you drinking the Bill Clinton Kool-Aid that makes you believe he "didn't inhale"? Just as you said, people learn from their experiences. People get frustrated with him because he puts his dirt out there and admits to it, rather than hide it so it's earth-shattering when it comes up from his opponents. If you think Bill and Hillary have a squeaky clean past, you must've been in a coma throughout the 90's. Granted, I liked Bill when he was in office. And compared to the idiot we have now, he looks even better. However, there is no question that the Clinton's have skeletons piled on skeletons that they don't want brought back into daylight. They are not the epitome of ethics, by any means. Again, if the woman cannot ACCOMPLISH a well-run campaign against a practical "nobody", what is she going to accomplish in office? If she's trailing a man who she claims has no experience, what does that say about her using her experience effectively to get things done? The fact that she's even in this situation speaks volumes about her leadership ability. The press, who she now claims is treating her unfairly, practically annointed her as the nominee before this thing ever got started. And she let it slip away from a man who's "all-talk, no substnace". Well what does that say about the substance she has? It means she took this whole process for granted, wasn't prepared for what she needed to do, miscalculated everything, and didn't give voters enough respect to put her best face and best campaign forward. This was her race to lose. No one had the name recognition and admiration of the Democratic party that she did. Why were people so easily lured away? Can empty words really do that? Or maybe her position in the party wasn't as secure as she thought. Chris Dodd and Ted Kennedy came out to support Obama. Look at their history in the Senate and with the Clintons. Is Obama that damn good that he can "fool" them, too, like he's "fooling" us?

re: Expertinent: Why the Obama "Brand" Is Working

ByGeorge — Wed, 27 Feb 2008 18:28:12 GMT

The Obama camp didn't have to do very much marketing. The Press did most of the work for them.I was in sales and markiting for years and i know what the press is up to and its not pritty.

They have misslead the people of this country in making Sen, Clinton look bad, while doing everything to make Sen Obama look good. I have been watching the whole thing unfold, starting way back a year ago. My faith in the press, weather it be TV, the papers, radio and yes even the net,has been eroded. I just do not trust them anymore. Its all a set up and America better wake up fast. Its too bad for Sen. Obama is being set up weather he know's it or not and Sen. Clinton is being duped. No wonder she is fighting mad. She is a very smart lady and im sure she knows it.

re: Expertinent: Why the Obama "Brand" Is Working

WeeklyRader — Wed, 27 Feb 2008 18:30:13 GMT

I actually write about what "brand" gets communicated through the logs of Obama and Clinton on my blog this morning. Font is just part of the overall text of a campaign's brand. Some fonts do suggest change more readily than others. Knowing what cultural associations we attach to fonts is part of being a good reader of any culture.

You can see my own interpretation of the logos here:http://weeklyrader.blogspot.com

re: Expertinent: Why the Obama "Brand" Is Working

Alma — Wed, 27 Feb 2008 18:35:08 GMT

Another bias and subliminal report from Andrew Romano. Andrew, by now we all realize that you will do anything to damage Obama's campaign. You have used direct as well as more subtle criticism (like this one). I feel really displeased that you have gotten a job that requires impartiality and you chose not to embrace it. I have been reading everyday your comments to see if you change your bias ways, without much success. If you are trying to make us feel that we are dumb for choosing someone who is a good brand, then do not use yourself the same technique. You have been selling us your point of view as well. If you are better than that, show it by being impartial.

re: Expertinent: Why the Obama "Brand" Is Working

abe4600 — Wed, 27 Feb 2008 18:36:47 GMT

This is not so much about marketing, but its about an American dream where anyone can dream big and live the American dream. This goes to show you that there is nothing impossible as long as you can dream big and willing to work hard for it.

re: Expertinent: Why the Obama "Brand" Is Working

perfectimpressions — Wed, 27 Feb 2008 18:44:07 GMT

I'm a little curious about something. The article talks about Obama and his use of the serif font Gothic consistently through the campaign. Yet the photo highlighting the banner showing the phrase "CHANGE WE CAN BELIEVE IN" is clearly in a sans serif font.

So, two questions:

1) Can anyone identify the font?

2) Is this due to a planned "refreshing" of the Obama brand?

I would be curious as to the identity of the marketing professionals who worked on this campaign. It does speak as much of Madison Ave. as mid-America.

re: Expertinent: Why the Obama "Brand" Is Working

bethyb — Wed, 27 Feb 2008 18:46:59 GMT

Thank God we finally have a Democrat willing to be as successful at branding as the Republicans are!! As an under-30 voter from the conservative South, I think this is great. Branding is how the Republicans have done so well over the years. I'm serious. We need to compete on this level.

re: Expertinent: Why the Obama "Brand" Is Working

Andrew Romano — Wed, 27 Feb 2008 18:51:20 GMT

Hi perfectimpressions: The Obama campaign uses Gotham, not Gothic. The former is sans serif, the latter serif.

re: Expertinent: Why the Obama "Brand" Is Working

blissnrisks — Wed, 27 Feb 2008 18:51:51 GMT

Whatever!!!!

re: Expertinent: Why the Obama "Brand" Is Working

ByGeorge — Wed, 27 Feb 2008 18:52:32 GMT

So where is my comment????

re: Expertinent: Why the Obama "Brand" Is Working

scaryspice — Wed, 27 Feb 2008 18:53:07 GMT

I think you are trying to imply that a vast corporate empire has its crackerjack marketing team working on logos and branding to "buy" the gullible American consumer. The fact of the matter is that those of us who have had our obama home pages before Obama even announced his candidacy know that this simply isn't the case. The standardization of logo treatments and font usage stems from the grass roots discussions that occur amongst members of local Obama groups who are so passionately dedicated to see this brilliant man elected that we want to be sure to get every detail right. Instead of spending millions like the Clinton campaign, we make our own materials, at our own expense and we create the artwork, and we go to Kinkos and get fliers produced and signs made. And of course we want to look polished and professional, so emails go out asking others on the message board what fonts should I use, what are the restrictions. Sorry to burst your bubble, no Clintonian conspiracies here in Obamaland...just good, old-fashioned determination to everything we can to get our candidate elected. Rock on Obama!

re: Expertinent: Why the Obama "Brand" Is Working

perfectimpressions — Wed, 27 Feb 2008 18:54:31 GMT

I'm curious about those who feel they are being accused of being "mindless followers" of a branding message. They seem to miss one important point about living in the Age of Persuasion we're all in.

Branding can help identify a product (and yeah, he's being packaged as a p[roduct - but then so is everything we "consume," whether it be a laundry soap, cereal, car or political philosohy). But in the end, long term loyalty to a product can only be built if the underlying product is still found to have value when it is experienced.

Ron Paul has had an excellent branding campaign these past two years as well. But he's off the radar, because when we actually sampled the "product" many found it lacking in something.

Obama's branding is strong, but the quality of the product (his message) seems to also resonate with folks.

Our problem is the last strongly branded candidate (how many remeber the iconic "W" bumber stickers?) led to a flawed product. The worry is that the branding will not live up to the poduct - hence the hesitency of folks to believe in Obama.

As for me - while I work in marketing, I'm also a cynic. I tend to look for more of a track record than he's got - but I also think that Clinton doesn't have that track record, either.

Again, another case of a hold your nose choice in American politics. At least we're consustent in that regard.

re: Expertinent: Why the Obama "Brand" Is Working

Yelladawg — Wed, 27 Feb 2008 18:55:21 GMT

Obama is simply the recipient of the current sad state of American politics and government. Having suffered through the worst presidency in history and a congress that is grid-locked by lobbyists and the moron in the White House, citizens are fed up with everyone inside the belt loop. Why else would only one citizen in four approve of either Bush or the congress? In this context Obama is the only one who offers any real hope of something different. Certainly Clinton and McCain do not; both are tied to the status quo. Thus, unless Obama wins by a landslide that also garners 10-15 more Democratic house members and 4 or 5 new Democratic senators, he will be unable to do much more than anyone else. Fortunately, hope springs eternal.

re: Expertinent: Why the Obama "Brand" Is Working

perfectimpressions — Wed, 27 Feb 2008 18:56:28 GMT

Andrew:

Thanks for the correction - I guess I was confused by the two different font discussions in the article.

re: Expertinent: Why the Obama "Brand" Is Working

miamiman — Wed, 27 Feb 2008 19:06:03 GMT

this article just demonstrates the kiddie pool depth of the Democratic constituency. He campaigns on empty words with absolutely no methods to fulfill his equally empty promises. oh, he didn't specify if the "change" was good or bad or 2 quarters and five dimes.

Its the easily duped voters who are the real worry. they are so concerned with voting against Bush that they need no substance for which to vote. this along with the fact that Bush HAS HAD recent sucesses in Africa, N. Korea as well as the not too publicized iraq surge successes. This segment of American voters seem to have no stomach for Good NEWS but revel in the gloom and doom of "same s---t diffrent day" well this is why the majority of people are not very successful and stuck in a rut. Perception is 98% of reality. Seeing positives also allows you to see opportunity,yet their hope is placed in contrived positives of the Obama campaign which have no substance only false hopes and promises. please people I hope you wake up out of your Obama stupor come real election time.

re: Expertinent: Why the Obama "Brand" Is Working

Lady in LA — Wed, 27 Feb 2008 19:06:52 GMT

Brilliant analysis! So we've got one Democratic candidate who runs his campaign like a successful business and another who's spending more than it brings in and borrowing to stay afloat ... speaks volumes to me.

re: Expertinent: Why the Obama "Brand" Is Working

hotstuff — Wed, 27 Feb 2008 19:11:23 GMT

Obama and his team are just fantastic :

good logo, good design,

good thoughts, good speeches.

good actions, good results!!!

That´s something Hillary and her lemmings are too "smart " to comprehend!!!!

re: Expertinent: Why the Obama "Brand" Is Working

tklmeelmo — Wed, 27 Feb 2008 19:11:49 GMT

Wow, the comments and remarks to the article are as diverse and interesting as the article. Certainly made me think, but I think alot of folks missed the whole point of the article or heck, maybe I missed it...

I thought the article a very flattering compliment on their management of the campaign's graphics and media displays. I didn't read into the article that this was intended to seduce the mindless masses of Obamamania, but rather was a well orchestrated political campaign...

Interesting thoughts Andrew -- thanks! I enjoyed and appreciated the article...

re: Expertinent: Why the Obama "Brand" Is Working

DoveSong — Wed, 27 Feb 2008 19:16:29 GMT

Dear Phong: Barak Obama spent his young days... being a advocate for poor people! When he was a TEENAGER, he experimented (like Bill), and probably every young teenager. But he grew up and went to college. The man cared a lot about the people. Barak became an organizer on the streets of Chicago after graduating college, then went to HARVARD LAW where he graduated MAGNA *** LAUDE. He returned to work for the PEOPLE again. You abviously know NOTHING about the person you slander!

re: Expertinent: Why the Obama "Brand" Is Working

Lady in LA — Wed, 27 Feb 2008 19:19:39 GMT

Still too many voices claiming Obama is all talk and no substance. After 18 debates, countless news articles and a website detailing every conceivable policy issue -- this argument no longer holds water. Only the ignorant and uninformed still fall for that one.

Americans have always had a problem with "beautiful and smart" ... pretty words AND substance to back it up? Believe it, folks, it's real. Obama has championed ethics reform and hasn't taken a dime from lobbyists for his campaign, and he's raised more money than any campaign ever [so I've heard]. It doesn't get any more authentic in the world of politics. It takes real guts to do that -- and it's paying off for Obama.

Experience is not enough. It also takes Judgment and Wisdom. Obama is the same age as JFK AND Bill Clinton when they were President. Why we don't hear that more often I'll never know.

We complain that Americans are not participating in the process, that the powerful are getting away with murder because no one cares ... then finally people start caring again, and we complain that they must be duped. Can't have it both ways.

I'm voting for Obama in November :o)

re: Expertinent: Why the Obama "Brand" Is Working

wothe — Wed, 27 Feb 2008 19:20:12 GMT

I think they both know what to do . It just doesn't have any meaning for them.

Sorry about the previous mis -spelled word.

Politicians just don't live a middle class life. They're all make millions.

They have no idea what it is to lose a house because they have lost a good paying job.

There was a master carpenter who called in a radiio talk show not long ago. He said now

he had to work for $3 an hour here in texas because of the $2 an hour they now pay illegal

immigrants . It was just China and India we outsourced to now it's right here in the US.

Plus we in texas pay for the illegal immigrants medical bills and school with our taxes.

What a mess this country has become under Mr. Bush.

re: Expertinent: Why the Obama "Brand" Is Working

gracie2008 — Wed, 27 Feb 2008 19:22:51 GMT

Media---you should take up Faux News's slogan...you're all the same now, which your Hillary bashing!

Fair and balanced? Those days are gone.

Shame on you!

re: Expertinent: Why the Obama "Brand" Is Working

DoveSong — Wed, 27 Feb 2008 19:26:47 GMT

Further more, Obama "the brand" is not like an empty canvas, he is a MONET. We can all see that there is something special about him. Barak has the guts to stand up to Washington at the expense of much ridcule. I am a marketing professional and packaging has NOTHING to do with that. It is what he REPRESENTS, not how he is packaged. You are missing the point entirely. This country is heading for a recession, people have lost their homes, and our the soldiers keep dying. He represents courage and the power of the people. Can he make the changes he wish? ABSOLUTLY YES! that is what is so extraordinary. He is not alone in all this. There are a lot of people on his team. He has surrounded himself with the best and the brightest. We will all see in the near future, and all this talk will be hindsight.

re: Expertinent: Why the Obama "Brand" Is Working

mtnsoul — Wed, 27 Feb 2008 19:27:10 GMT

you're joking, right? you think i like obama because of his o? the only person i like for their o is my girlfriend. i liked obama before i saw his website, just like everyone else that did and was driven there.... likely by his charisma to affect change to the stale system that is perpetuated with the oblivious nature of rhetoric like this article. wake up and smell the bull - people are sick of the lies and deceit that has become the norm for our government.

re: Expertinent: Why the Obama "Brand" Is Working

Silvia_Wilson — Wed, 27 Feb 2008 19:28:22 GMT

Can't wait to wear my President Obama t-shirt!

re: Expertinent: Why the Obama "Brand" Is Working

Evax — Wed, 27 Feb 2008 19:33:56 GMT

It was a tragedy to have elected Bush who kills Muslims (indirectly but in great numbers). It would be another tragedy to elect a quasi-Muslim terminator who is programmed to feed lions with Christians. To Obama supporters: How do you exclude the possibility that Brack Hussein Obama is an incarnation of Saddam Hussein? Overall, they both are Husseins. The devil who can really hang US is a President who can sell voters sugar-coated ropes. Obama has to demonstrate, without a cast of doubt, that he is not a terminator and his "CHANGE" is not a bait.

re: Expertinent: Why the Obama "Brand" Is Working

SoCalDaveM — Wed, 27 Feb 2008 19:40:22 GMT

Did you also ask Vera Wang about Barrack's wardrobe? This is kind of a week article dude. Are you reporting the new or just making it up?

re: Expertinent: Why the Obama "Brand" Is Working

ribaldsmarty — Wed, 27 Feb 2008 19:42:07 GMT

I find it very interesting how the link to Clinton's website is not actually a link -- but instead to McCain's!

re: Expertinent: Why the Obama "Brand" Is Working

randall.macon — Wed, 27 Feb 2008 19:42:52 GMT

one important aspect of any brand that is being skipped is the overall perception from the general public. a brand is not just the visual components, it's also the experiential components.

obama's grassroots approach to the campaign contributes significantly to the over success of the brand and to a certain extent it is what is adding validity to the visual components of the brand.

this is both success of the brand strategy as well as a potential risk for the the campaign and candidate moving forward.

obama's brand promise has become that of a fully engaged electorate. if there is any inconsistency during the general election with that promise or more importantly when/if he is elected he runs the risk of not only loosing the election, but also significantly damaging his political future.

re: Expertinent: Why the Obama "Brand" Is Working

chersplace — Wed, 27 Feb 2008 19:43:35 GMT

Being able to run a campaign which is all about you, how you feel, how you speak and how much money you can get people to give you is very differenct than being able to run a country. It is very different than getting things done for other people. Most of the pop culture icons have all accomplished that, Get people to listen to them, like them and fork over money to them. I wouldn't want any of them running the country. I really don't care if my president can win a popularity contest. I want someone who has experience across the spectrum. I think Hillary Clinton's only problem is that she knows what it will take to run this country and is busy trying to get that across. People aren't really listening to the content. They are following the very shiny new kid on the block and most are forgetting how wonderful the beginning of all new relationships are, It takes time to see what someone is like when the chips are down. I think Hillary Clinton is the ONLY CANDIDATE THAT WILL ACTUALLY MAKE ANY CHANGE FOR OUR COUNTRY.

re: Expertinent: Why the Obama "Brand" Is Working

PulSamsara — Wed, 27 Feb 2008 19:49:08 GMT

I'm voting for Obama almost exclusively because of his policy stands.

Speak for yourself.

Barack Obama for President of the UNITED States of America.

re: Expertinent: Why the Obama "Brand" Is Working

Sensible — Wed, 27 Feb 2008 19:50:59 GMT

The problem with Obama is that he is selling "change" while advocating the same programs. He keeps saying he doesn't want to fight the battles of the past while announcing that he is headed to the same battlefield. There are many examples of people who were great campaigners who turned out to be lousy at governing. Obama owes no one, but no one owes him, either. When President Obama proposes some great "change" to Congress, what congressman is going to feel he is obligated to pass it? He has no politically powerful constituancy to fall back on. When the Republican minority blocks all his programs from ever getting out of the Senate, who are all of his star-struck band-wagon-riding supporters going to blame? Barack Obama, for failing to deliver on the most grandiose promise in recent political memory. "He promised us change" they will all say, six months after the inauguration. "But everything is still the same." The news media will be doing stories of his "failures" and say the honey moon is over. And no one will give a crap about his stupid logo.

re: Expertinent: Why the Obama "Brand" Is Working

Arjuna9 — Wed, 27 Feb 2008 19:58:17 GMT

This is a pretty ridiculous article, and I am not even sure it is worth taking this time to comment on it. So you are telling me that what us stupid Americans are looking for is a presidential nominee with the right logo and font? Thanks a lot for the insult.

If anything, Obama's campaign has been helpful in evaluating him as a potential chief executive. Believe me, if there were someone else who had his intelligence, his charisma, his organizational abilities ( OK, including the ability to pick the right logo and font), his world view, his quick and accurate perception of the truth, and in addition had decades of experience in Washington, then I would vote for that person. But there isn't anyone else. McCain will bury us deeper in an absurd war, and Hillary has no more experience than Obama, with far less impressive abilities. I am extremely impressed with Obama's ability to come from behind, when no one thought he could do it, and put together a team that is beating the dominant, entrenched, and powerful political forces in this country. Damn, that's impressive. Now that is who I will be voting for. His font and logo mean nothing to me.

re: Expertinent: Why the Obama "Brand" Is Working

AllAmericand — Wed, 27 Feb 2008 20:25:06 GMT

Can you give a break about that"all talk no substance"?

How many time Clintons have been given the opportunity to separate herself from the "novice"?

Last night, she couldn't even make her point without accusing the press of asking her the questions first. What a loser! IF SHE THINKS SHE'S SO WELL PREPARED AND READY SHE SOULDN'T HAVE COMPLAINED.

IT REMINDS ME THOSE LOSERS AND UNDERACHIEVERS IN COLLEGE WHO ALWAYS BRAGG ABOUT THEMSELVES AND BLAME SOMEBODY WHEN THEY FAIL MISERABLY

re: Expertinent: Why the Obama "Brand" Is Working

miamiman — Wed, 27 Feb 2008 20:25:40 GMT

The pro Obama posts defending the branding issue serve only to confirm the nebulous nature of his campaign. as the ARJ9 lady has expounded all these abstract qualities the this man is purported to have maybe with more thought specific actions can be brought to the attention of the constituents. We are in general "victims of marketing' throughout every aspect of life as perception is an easily manipulated commodity. this is especially true of a large segment of society that would buy purses for $2000 and ladies shoes with $10 worth of material and a $500 price tag. Hey a $50 timex tells time sometimes better than a $100,000 ademars piguet

re: Expertinent: Why the Obama "Brand" Is Working

RealityCheck10 — Wed, 27 Feb 2008 20:32:03 GMT

So you apologize to a response who is defending Obama, again, by making sure they are not offended. Oh God.

You forgot to say that marketing as Obama is doing is also fraudulent. But instead you go on to glorify him and say...Hey, it doesn't matter. If he has a good marketing campaign he can do anything.

Are you insane. Marketing ones self well makes the person who wants the job ...capable.

Did you consider that Axelrod did the marketing and HE should be the president?

re: Expertinent: Why the Obama "Brand" Is Working

ysbee — Wed, 27 Feb 2008 20:32:53 GMT

Building a "Obama style"

On this entry, you've finally nailed it. I've noticed the solid "CI work", Corporate Identity design work, in the interface of the Obama's campaign, as well as a smart "Brand Marketing" strategy in it.

As your friend—a design geek—is laying out above, I noticed the same strategy and tactics in his campaign; in the signs first, then in his website, and even in his oratorical style.

As you mentioned above, the font matters. Apple sticks to use these two fonts: Apple Garamond for Serif and Alternative Gothic for Sans Serif. But there is more than that. There seems to have a significance in "Obama strategy" which I realized from its early stage — It's an Apple strategy.

Since Steve Jobs is famously known as a design nerd, he succeeded to build up the "Apple style" to express his philosophy and absorbs the consumers desire at the same time in the Apple products.

Sound familiar? Yes, it's just same as Obama's talking points. Obama expresses his opinion while absorbs his audience's frustration. And, this is the brilliance of Obama's tactics, he basically talking about the issues we all are chatting on our blogs, though not in the chat-mode but in the Bible-mode.

Thus how his campaign's authenticity comes from. "Gotham" is the font of choice by the same strategy. It's very American.... it's very Mid-century American. It represents that good old era of American modern society. Very civil in American way. So, it echoes with '50s-'60's social movement as well as sophisticated culture of the American classic. That "Mid-century American style" could bridge the gap between the baby-boomers and the millennium kids. Obama's policies represents their urgency of frustrations piled up through Bush's disastrous 7 years of political Tibet.

I believe there are several skillful strategists in his campaign with a force of CI strategists who have a full of experience in the real commercial business, not in the political business. I just sensed it, because I'm a retiree after 38 years of creative work in planning/design business.

By the way Andy, I'm always enjoying to read your blog since I feel like I'm sitting on the same seat in a campaign bus as you're in now. I'm tasting what's the American democracy is in the sense of real American way for the first time. Also, sorry for my broken English, it must have been uneasy to read through. I'm an Japanese-American, naturalized 20 years ago, so you can count on the versatile views to watch this interesting political race.

Thank you for your lively blog from a front seat of this crazy '08 campaign road trip! You have one more year to go until we read your report of Obama's inauguration speech. I'm sure it will bring us a big smile.

re: Expertinent: Why the Obama "Brand" Is Working

Rin1973 — Wed, 27 Feb 2008 20:34:04 GMT

Can people not read? The article is NOT about Obama's lack of substance for style. It's about how style is a major part of his popularity. In terms of substance, he and Hillary share pretty much the same policies--Andrew Romano says it right there is print. And read the last paragraph. It clearly makes a point that there is no reason a good looking product can't work, too. Stop crapping up the comments section with your petty, whiny biases and actually READ the article.

re: Expertinent: Why the Obama "Brand" Is Working

timm553 — Wed, 27 Feb 2008 20:35:19 GMT

I think that Barack Obama is going to help us change this country just like he changed the way that political campaigns are run. (It was very different and very effective.) If we stand up and come together there is nothing that we can't accomplish.

YOU SHOULD BELIEVE THAT!!!

re: Expertinent: Why the Obama "Brand" Is Working

vikramrajan — Wed, 27 Feb 2008 20:37:41 GMT

Awesome interview... it reminds me about one of the best political documentaries - and marketing movies, I've ever seen... it's actually about Ohio: "So goes the nation..." Apparently, the Democrats have learned their lessons this time, or at least one of them.

Obama's personal brand - regardless of political persuasion - is obviously impactful. I personally love the latest SNL skit. I write the Personal Brand Marketing blog for lawyers, accountants, financial planners, real estate, and health professionals. A couple of months ago, I reviewed their individual personal brand logos: http://www.personalbrandmarketing.com/2007/07/19/personal-branding-irony-democrats-debate-yet-look-the-same/

Thanks for your insight,

~ Vikram

re: Expertinent: Why the Obama "Brand" Is Working

Tonyap — Wed, 27 Feb 2008 20:42:24 GMT

We have two good canidates running. That is a good thing, but one is well more suited than the other. Hillary has a good plan, but she has not explained how she would get it done. Obama has repeatly explained how he would go about getting it done. When they fisrt annouced who was running for president I was Hillary all the way. I heard and listened to Obama to what he had to say and in my eyes he proved he would be the better PRESIDENT. That is why he has won 11 in a row. You need to pick who would benifit your house better rather than picking a name that sounds familiar. That is why Obama is ahead in the game. (IT IS TIME FOR CHANGE NO MORE OF THE SAME OLD THINGS OR PEOPLE)

re: Expertinent: Why the Obama "Brand" Is Working

Rin1973 — Wed, 27 Feb 2008 20:43:53 GMT

ysbee,

It's funny that you mention Apple. Obama's site strikes me as an ipod commercial. Very simple and sleek and elegant.

Last night, just for fun, I looked at all the sites of the candidates, those still in the running or gone from the race. Many of them were jarring to the eye. McCain's definitely felt militaristic and authoritarian.

Anyway, this was a great article. I'm going to pass it around to my design friends.

re: Expertinent: Why the Obama "Brand" Is Working

TheReal — Wed, 27 Feb 2008 20:46:24 GMT

no offense to the writer of this article, but this is definitely the dumbest article I ever read with someone trying to explain why Barack Obama is getting so many votes. The man is getting votes because of his message and his plan for America. If you do not know his stance on issues, then what you need to do is go to his website or his next rally. Get yourself off of your couch and stop watching the TV to get all your information. There has never been such a great motivator of people that has ran for this position. If you ever went to his rally, it will remind you of every major American city, the diversity in his audience. He is a true American and he brings out the truth in Americans. No other candidate has achieved this, McCain fan base, all old white males, Hilliary Fan base majority white women and men, and black women and black men who have benefited from her husband. Barack, every nationality under the sun and the American flag, this is what a president should do. Whats disheartening is the comments I have read about the potential of Barack being President, not just on this blog but others. "Sad day for America" people making comments like this about the possibility of him being elected. Yo are already living in a Sad day in America, I don't hear this type of language used against GB or any other presidential candidate or president of the past that has made America look and feel like a big hypocrite.

re: Expertinent: Why the Obama "Brand" Is Working

tomh_32 — Wed, 27 Feb 2008 21:00:52 GMT

Whatever. I fail to see a thing. But f the mass is drawn to him, maybe there's something there. I just see absolutely nothing. In time like this, I really really appreciate the wisdom of the founders of this country for creating a system of check and balances to ensure relative stability no matter who gets into the White House.

Tom

re: Expertinent: Why the Obama "Brand" Is Working

5interiors5 — Wed, 27 Feb 2008 21:01:52 GMT

How can anyone think that Obama is responsible for his campaign when he cannot think of a thought of his own. He is supposed to be a brilliant orator (he reads his speeches written by others who plagerize others--do you really believe he only used sentences because of his familiarity with friends) he stammers and stumbles during the debates, when he cannot think fast on his feet, and he agrees with Hillary when she answers questions first as he cannot formulate an opinion of his own. He is being packaged by others like he is a breakfast sausage. The is nothing real and true about Obama. The people buying into his campaign as mentioned in the article are the ones who buy the newest tech gadget or cosmetic or books from How to Make Money in Real Estate tv commercials.

Hillary Clinton is heart, toughness, and substance. She should be our next president and if she is not nominated she will be my write in candidate in the general election. Since I first proposed that remedy, I have found more postings on the net recommending the same thing. I do hope that movement picks up for I should hate to see Obama or McCain running this country. I have been a lifelong Democrat because I believe in their principles but if the party is standing behind a candidate so unfit for the position, I will not support him.

re: Expertinent: Why the Obama "Brand" Is Working

cbaker31222 — Wed, 27 Feb 2008 21:06:06 GMT

Am I on candid camera? Please tell me this article is some kind of colossal joke. 10 pages on the fonts and layouts for Obama's name on posters? Seriously, you are kidding right?

As SNL said you are "totally in the tank for Obama."

re: Expertinent: Why the Obama "Brand" Is Working

minniemouse — Wed, 27 Feb 2008 21:17:14 GMT

The entire "Obama" machine seems to be turning into the biggest reverse discrimination race in history. Everyone is walking on eggshells. McCain felt he needed to apologize for someone else's treatment. Clinton is being treated like a second class citizen, while Obama and his wife are clearly and subliminally leveraging the race issue to seem like innocent contenders.

Clinton had to face the nation during a very difficult time in her life. I wonder what Obama will do when he has to really face half of what Clinton has had to contend with. They will run back to the race issue, when they are the biggest perpetrators.

Branding? Yes, quite sublime. Many people need to feel "part of" something - it is just sad that they are being influenced by smoke and mirrors.

re: Expertinent: Why the Obama "Brand" Is Working

Evax — Wed, 27 Feb 2008 21:21:58 GMT

Barack Hussein Obama's Muslim root bothers me. I do not know whether he is a Muslim under Christian skin. What if he is a terminator who is progarmmed to win, and licensed to kill? The Democratic Party is responsible for immediately recruiting a candidate who is highly trusted and respected (eg, Al Gore; Bill Gates; etc.). Otherwise, the party may soon be over.

re: Expertinent: Why the Obama "Brand" Is Working

ribaldsmarty — Wed, 27 Feb 2008 21:26:22 GMT

First the link to Hillary's site went to John McCain's logo -- now it goes nowhere. How suspicious!

http://www.blog.newsweek.com/controlpanel/blogs/www.hillaryclinton.com

re: Expertinent: Why the Obama "Brand" Is Working

miamiman — Wed, 27 Feb 2008 21:39:55 GMT

he is a MONET ; looks good from far away but if you get up close its just a bunch of dots!

re: Expertinent: Why the Obama "Brand" Is Working

Grandmazusie — Wed, 27 Feb 2008 21:45:26 GMT

Too bad our so called news outlets have stopped being reporters and started directing the public on who we should vote for and what is the good, the bad & the ugly. This type of reporting directs the public instead of informing the public. Obama is a charming and well educated young man. Having him as president would be the same as placing a charming high school senior in charge the Allied forces during D-DAY. Charm does not provide the xperience required to get the job done. Too bad far too many people vote on their emotions rather then using their brains.

re: Expertinent: Why the Obama "Brand" Is Working

Grandmazusie — Wed, 27 Feb 2008 21:46:31 GMT

re: Expertinent: Why the Obama "Brand" Is Working

char12 — Wed, 27 Feb 2008 21:50:06 GMT

http://www.obamagasms.com/

re: Expertinent: Why the Obama "Brand" Is Working

Alma — Wed, 27 Feb 2008 22:18:19 GMT

Evax,

Barack Hussein Obama's Muslim root bothers me. I do not know whether he is a Muslim under Christian skin. What if he is a terminator who is progarmmed to win, and licensed to kill?

Do you think Bush, Chaney, McCain, Clinton and all other politicians

will have a radical terrorist Muslim going on for President of the

US? Please think.

If you think that we may have terrorist in the government...

you should move to a another country.

re: Expertinent: Why the Obama "Brand" Is Working

bsienk — Wed, 27 Feb 2008 22:19:37 GMT

Great post, but it would have been improved if you'd given a shout out to Joe McGinniss, writer of "The Selling of the President." That 1969 work about Nixon in '68 was the seminal text on the synthesis of modern marketing techniques with political campaigns. I remember the little girl who held the sign that said, "Bring Us Together." The more things change, the more they stay the same.

re: Expertinent: Why the Obama "Brand" Is Working

bsienk — Wed, 27 Feb 2008 22:27:19 GMT

>> I've done graphics for events --and I know what it takes to have rally after rally without someone

>> saying, "Oh, we ran out of signs, let's do a batch in Arial."

Surely it's not rocket science. The Obama campaign probably has an intranet with a file repository containing all the officially-approved graphics. There's probably a list of approved printers, too -- after all, they have to have a "union bug" on those signs and banners and buttons. All the local people would have to do is download the files and send them to the printer with instructions for what they need, how many, and when.

re: Expertinent: Why the Obama "Brand" Is Working

GirlforObama — Wed, 27 Feb 2008 22:36:34 GMT

All the negative comments are so funny to me. Well you know what, what are all you pessimists, haters and non-believers going to do a year from now when Barack Obama is running the country the same way he is running his campaign? He will be the most brilliant President to date! Stop trying to knock the man down because he is on top. It is such classic human nature. We see someone on top so we try all we can to knock them down. It doesn't matter to me because Barack Hussein Obama will be our next President. Deal with it! ANd one last thing, all you haters who think so little of Obama, and obviously the world of yourselves, why aren't YOU running for President. After all your genius knows no bounds. Have a great day. YES WE CAN AND WE WILL!!!

re: Expertinent: Why the Obama "Brand" Is Working

Chapalody — Thu, 28 Feb 2008 00:18:47 GMT

It's true, Obama is marketable as President, and Hillary is not. Not even Hillary's Universal Health Care front, her claims Obama is all talk and no action, her claims Obama is abandoning his core Democrat principles, and all of the issues she has tried to show the comparison between her and Obama has not helped her campaign. Not even a page out of Obama's handbook has helped Hillary. The people aren't used to seeing Hillary smile, shake hands, mingle with people outside of her circle, listen to what people have to say, and talk about topics she doesn't want do. Obama is not using a brand. He is not a used car salesman. It's not by accident that Obama is more popular then Hillary is. The appeal Obama has is not solely because of his rhetoric. No one can sell you something you don't want. Obama's supporters are thinking the same thing Obama is when it comes to hope and change. Obama and his supporters are on the same page. Obama is not telling his supporters something they haven't been thinking and wanting from their party. Just because Obama has the guts to say what his supporters have been wanting from an outdated political party doesn't mean he's abandoning his core Democrat principles. Name another Democrat who can talk about hope and change and be taken seriously outside of an election year for the Presidency. If another Democrat talked like Obama has they would be accused of presenting Republican ideas to the voters the same way Hillary is accusing Obama of. Democrat tone doesn't have to always be one of doom and gloom for the voters to understand. You see where Hillary's intense and upset all the time tone has gotten her. You can say Hillary's "Brand" isn't working for her.

re: Expertinent: Why the Obama "Brand" Is Working

tiredofobama — Thu, 28 Feb 2008 04:16:08 GMT

If it is marketing then it shows how shallow and superficial so many of us are. Quite frankly, I am not at all impressed with Obama. He has been given a free pass for the last year. Terry Moron of ABC News Nightline more or less annointed Obama to be the next President. We live in an unsafe world and I don't think that Obama and Oprah's money will defend our country from terrorists. I hope that if smoke and mirrors are swaying people then perhaps by November they will wake uo from their Obamafest and vote for a candidate of substance: John McCain.

re: Expertinent: Why the Obama "Brand" Is Working

Obama4president — Thu, 28 Feb 2008 05:34:01 GMT

I can believe OBAMA, this NOBODY whose name I have never heard until this presidential is troubling BILLARY.

These are signs that ORDINARY people can achieve great things not only experience ones. If so where is the creativity? where are the new ways of doing stuffs? where is the CHANGE?

BILLARY DIE HARD start taking your pain killers as you might need them pretty soon.

like someone said CAN'T WAIT TO WEAR MY PRESIDENT OBAMA SHIRT

re: Expertinent: Why the Obama "Brand" Is Working

lamm01 — Thu, 28 Feb 2008 14:08:13 GMT

If the America people want a candidate that has been manufactured by the mass media, then shame on them... For those of us who are little more discerning, we see through the mask to the man underneath and what do we see....An imposter with underlining racial bias without a single clue as to how to run this country....... For both yourself and those in your profession, stop the egomaniacal posturing and start looking at the man who you have placed on a pedestal. When he falls or when the RNC pushes him off, he will never rise again..... How we shall rejoice.....

re: Expertinent: Why the Obama "Brand" Is Working

Cantabrigian — Thu, 28 Feb 2008 15:21:12 GMT

Wow! Very, very interesting article, which I have emailed to family and friends. The 2008 Democratic Presidential Campaign is a repeat of Bush v.s. Gore, with the public gathering like lemmings behind the teflon-man, "Barack Hussein Obama." Why does Senator Obama cry foul when people say his full name, or show him in Kenyan clothing? Why will the media not call the novice Senator on the facts of the 'Iraq war' vote? Senator Obama continues to present an unfair misrepresentation of the resolution that was approved by 3/4 of the US Senate! The vote authorized military action IF Saddam Hussein failed to turn over his weapons of mass destruction, as required by UN Resolutions. At this point the Senate did not know that the Bush administration was making plans to invade Iraq. What is hard to understand about this? Senator Obama was not in the Senate at the time!!!! Why is this non-story going on, and on, and on?

re: Expertinent: Why the Obama "Brand" Is Working

mothufare — Thu, 28 Feb 2008 17:23:57 GMT

I thought that this you tube video intersects with what you you are talking about in the essay. It can be found at: http://www.youtube.com/watch?v=YuB_W8o_UsU

The Obama brand resonates in a mental- world already prepared to receive it.

re: Expertinent: Why the Obama "Brand" Is Working

whalt — Thu, 28 Feb 2008 22:17:06 GMT

I think it's funny that so many of the comments about Obama's lack of substance (i.e "empty suit," "all sizzle no steak," "where's the beef?" etc.) are themselves completely substanceless one liners with no specifics as to why the person thinks this. From people I've talked to it seems that these impressions are based off of little more than a gut feeling they get after hearing a few snippets of his speeches on the nightly news and not because they've given the matter much thought or study before coming to this conclusion. His supporters are often criticized for their blind hero worship but I think many of his detractors are just as shallow if not more so in their summary dismissal of what is quite an exceptional person and candidate

re: Expertinent: Why the Obama "Brand" Is Working

Thevail — Tue, 04 Mar 2008 02:33:51 GMT

I WANT my next president to comprehend complex issues like brand marketing, the internet, what makes an eloquent speech, and why a joke falls flat (Sorry Hillary..but Xerox..).

I want my next president to be smarter than the average American...seriously after 8 years of one who doesn't appear to be smarter than the average 9th grader..I'm really looking forward to a State of the Union address that doesn't make me want to either scream or shoot his speech writer.

I want a president who is a bit GQ, (why does everyone seem to think that Ugly Old guys are just automatically better at things?)...because he doesn't just look cosmopolitan and modern to us..he looks like that to the rest of the world. And you know, all other things being equal, PRESENCE isn't a bad thing in a politician.

I admire Mr. Obama's slick professionalism as a politician, it's much better than Faltering Hillary or Loony Bush. They are all PROFESSIONAL politicians after all, You don't hate your dentist for advertising his business effectively.

And here's one more thing, He's REALLY TRYING HARD. There is a certain amount of credit that should go to him for that alone. How long since a politician actually cared what you thought of their campaign? No matter which party you were from.

Hillary didn't bother to try hard to create a good impression on the American people, does it make her a bad leader or person, no. But it does make her a lousy politician. And you know what, if she takes that same sense of entitlement into world politics it doesn't auger well for the image of America abroad either. I don't want a lousy politician for President. I already have one.

re: Expertinent: Why the Obama "Brand" Is Working

cowen123456 — Tue, 04 Mar 2008 14:09:35 GMT

I actually disagree with the notion that Obama has created a movement, a wave or a phenomenon. I believe Obama has done one thing and one thing only...that is to get the youth to participate in supporting him. A movement as portrait by the media....if indeed true would have already wrapped this race up. The fact that Obama is neck to neck with Hillary and split the democrat voters by almost half & half is not a movement, it is at best a good campaign considering Obama being a new candidate. I hate to jump on the band wagon of pointing a finger at the media but I also share the view that the show call 'phenomenom" is a manufactured one with the media in the lead in marketing it. Not that the media have a preference but it is a good story and that means ratings, viewers and many more stories to tell. It is also consistent with the notion that the media likes to create stars and report on it later as it falls.

re: Expertinent: Why the Obama "Brand" Is Working

zbsachs — Thu, 06 Mar 2008 20:25:51 GMT

Quibbling with: "Obama campaign uses Gotham, not Gothic. The former is sans serif, the latter serif."

Gothic may be a rare, perverse serif typeface somewhere, but more usually it is an antiquated term for sans-serifs: e.g., Trade Gothic, Franklin Gothic, News Gothic, etc. In that sense, Gotham is a gothic type. (Mostly unrelated: Gothic is also used to refer to Blackletter.)

re: Expertinent: Why the Obama "Brand" Is Working

Bronxgirl — Fri, 07 Mar 2008 23:27:16 GMT

With a savvy patron like Oprah, it is no wonder that the entire Obama campaign is designed. Unfortunately, Obama stumbles all over himself without the teleprompter. Great going, Oprah -- the smoke and mirrors might have worked in a shorter campaign, but Hillary is a real fighter. She is going to show Obama up for the amateur he is.

re: Expertinent: Why the Obama "Brand" Is Working

postgeographic — Mon, 10 Mar 2008 22:48:22 GMT

This is an election for a president , not a font type. I'm voting for Barack Obama. So I'm glad he has a well-organized campaign, support from Oprah, a memorable name and a slogan that resonates with voters. But I'm voting for him because he is pragmatic, clear on his policy plans, and adept at building cooperative coalitions. I've read his book, heard him speak, seen his voting record and reviewed his policy plan posted to his website http://www.barackobama.com/issues/. If you think brand isn't enough, look beyond it and you'll find more; you'll find a president.

re: Expertinent: Why the Obama "Brand" Is Working

Nins — Fri, 14 Mar 2008 01:18:03 GMT

A blogger named Edson writes "Did the word Democrat really come from democracy?"

Here is a derivation of the words "Democrat" and "Republican."

The United States of America is a republic, that is to say, a Federal government in which the people are represented by elected officials from the various states. Before we were a republic, we were a democracy made up of 13 individual states that were not united. A democracy is a form of government where the individual citizens have the right to speak their minds and influence the political discourse. Democracy was named after Demosthenes, a citizen of ancient Greece with a speech impediment who practiced talking with his mouth full of pebbles to overcome his disability. Demosthenes later became a great political orator. This is where the Democrats derive their name.

The original Republicans were in favor of the states joining to form a republic (which is how that party got it's name). The original Democrats were opposed to this idea, they represented the individual states and were worried that the republic could gain too much power over the states, and through the exercise of tyranny, deny individuals their freedom. Trust me, people were pretty passionate about their liberty in those days, having just fought for independence from England. The Declaration of Independence, the Federalist Papers, the Constitution and the Bill of Rights were all hammered out by serious-minded men who sought to balance the need for individual freedom with our shared common cause, the needs for united strength and social order. Balancing the rights of the individual against the rights of the whole society is what America is all about. This is not only a great achievement for our nation, it is one of the greatest achievements of mankind. And we have, by and large, been true to our ideals over the past 227 years. The system of government we initially established, although needing occasional revisions, has stood the test of time.

Let's not forget where we started from, that impulse towards equality and freedom.

America is, with all it's faults, a meritocracy. Most of our founding fathers would never have had a voice in the 18th century English government they rebelled against, a monarchy where you had to be born into power. In America it was different. If you had intelligence, passion, ambition, drive, talent and a little luck, you could change the world.

This is the real secret to Obama's popularity, his ability to touch this archetype in our souls. This is why a white, conservative middle-aged female Republican like me wants to vote for him. He's got that blend of intelligence, passion, ambition, drive and talent. I'm giving him my vote to proffer him the last ingredient, a little luck, so I can watch our Republican Democracy in action, and once again change the world.

IN GOD WE TRUST

re: Expertinent: Why the Obama "Brand" Is Working

chris30338 — Sat, 15 Mar 2008 01:57:45 GMT

Just comparing the Obama and Clinton campaigns, which has stayed on message, been run more efficiently, generated more contributions through novel means, etc,. the Obama Campaign wins hands down. Even the most hard-core Clinton supporter would have to admit that. If this is any indication on how these candidates would run their respective administrations if elected, then Obama would be the hands down winner.

re: Expertinent: Why the Obama "Brand" Is Working

chris30338 — Sat, 15 Mar 2008 01:59:19 GMT

Just comparing the Obama and Clinton campaigns, which has stayed on message,

been run more efficiently, generated more contributions through novel means, etc,.

the Obama Campaign wins hands down. Even the most hard-core Clinton supporter

would have to admit that. If this is any indication on how these candidates would

run their respective administrations if elected, then Obama would be the hands

down winner.

re: Expertinent: Why the Obama "Brand" Is Working

christinem — Wed, 19 Nov 2008 17:00:05 GMT

Was it just me, or did anyone else think that McCain's blue-and-yellow-with-a-star "Country First" sign look like some sort of bank logo?

I agree w/"Thevail" on this board who said "I want my President to be a bit GQ." I'm tired of appearing to the rest of the world as a Dumb American based on the leadership of my country.

Gobama! We're one less step away now from Mike Judd's movie "Idiocracy" coming true. Whew.

re: Expertinent: Why the Obama "Brand" Is Working

John History — Sat, 31 Jan 2009 19:21:48 GMT

Just what we need, more of our tax dollars spent on symbolism and hype. Where's the tax cuts?? CNN says the new stimulus plan will give me an extra TEN BUCKS a week- WOW!! 25 cents an hour.

But then of course, if I get laid off cause Obama destroys my company, I can live off $300 /week in unemployment instead of the $868 I take home now... excuse me, I forgot the ten bucks - $878.

re: Expertinent: Why the Obama "Brand" Is Working

cougar_gal06 — Tue, 03 Feb 2009 17:30:36 GMT

I would like to encourage Congress to increase funding for fighting global poverty. The Borgen Project (www.borgenproject.org) has some great facts and ideas to help global poverty.

$30 billion to eliminate global poverty.

$522 billion on the U.S. defense budget.

There are 800 million people that go to sleep hungry every day, 300 million are children.

re: Expertinent: Why the Obama "Brand" Is Working

snowpipe — Fri, 06 Mar 2009 17:11:23 GMT

His brand is more than just his logos. However, I love the way he branded his logo to look very web 2.0. I think we will hear more about his brand as he continues on in his presidency because he is already leveraging his identity brand to get policy approved. I’m interested in his personal brand meaning the products he uses to convey his image. You can read about this on my blog http://obamasbrand.com