4/21/09

Brand Obama: A Marketing Machine

Most presidents of this country have tons of media exposure, of course, around election time, at the inauguration and State of the Union Address. Usually it trails off afterwards except for sporadic events in history, exciting legislation or regularly scheduled press conferences. Not with Obama—he seems to be on television many times a day along with a spattering of talk shows form Jay Leno’s Tonight Show to 60 Minutes. Haven’t found stats on the number of press conferences he has held but it is probably staggering and more than any other President, to date. Plus, he has a weekly White House video address, a White House blog, Twitter and Facebook accounts. Let’s not forget the merchandise. John F. Kennedy has a watch, coin, bookmark, etc. And all presidents have books and videos. But President Obama has more merchandise than any other president we have seen: An Obama Chia planter, bobbleheads, iPhone case, shirts, stickers, posters, watches—the list goes on to even a collector series Obama Hot Sauce. Obama mania! While I understand the allure of the new President of change, one can’t help but wonder is he over exposed? With only a few months under his belt, it is hard to say where this exposure will lead. Will the media and merchandising mania continue over his term? Is this a tactic of his White House staff? Unfortunately, with all this marketing and public relations, he is being analyzed and scrutinized more than ever at every turn. When you put yourself in the media spotlight, you are open to everyone’s opinion&emdash;president or not. K. DeLia is responsible for the marketing and public relations activities for professional services firm to the energy industry. With 15 years of strategic marketing and business development execution, she has successfully marketed both small and large businesses in a variety of industries. Follow her: www.twitter.com/katdelia.

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6 comments:

KB said...

Interesting post. Any way you slice it, I think an presidential chia pet is just silly. Has he completely lost control of his image?

Anonymous said...

What does this have to do with the Law?

MaryJane said...

Well done, Ms. DeLia! BTW, I picked up a package of Barack Obama breath mints while I was in DC last month. Woo-hoo!

K DeLia said...

In response to Anonymous:

Part 2: Brand Obama: Changing the face of legal marketing, literally

So someone posed the question: What does this have to do with the law? Well, President Obama is the law. He governs all the land of the great United States. He is using his brand power to change the law and enact new policies - his policies.

Greg posted a blog on IBM's Many Eyes on January 21, 2009. He analyzed President Obama's acceptance speech into a word tree and the overriding theme was "We Will". He branded himself as the President of Change, together we will change and the people bought it. I wonder what his speech themes would be now?

He has 3 messages: He2: Healthcare, Education and Energy, or maybe its "HEE" as he chuckles that you are buying into his brand. He has taken legal marketing to a whole new level and using it to his advantage; giving a new face to politics.

Follow his brand. He is elected into office and hits you with the stimulus plan, then its analytics of Michelle's style. Next meeting with the Queen, Michelle on Oprah's O Magazine. Then G20 summit, next a dog name Bo, then a meeting with Chavez....on and on. He is reaching to the people at all levels. Tweet by tweet. Gaining there support and building his brand. The media keeps fueling his brand too. Part of the PR strategy I suppose.

Just wait for his pitch: So you bought the Obama Chia planter, now how about my energy policy?

Toby Brown said...

As an additional point re: the question about what this has to do with "the Law" - branding is branding and overexposure is overexposure. A law firm that puts its name in front of an audience too much will wear out its welcome. I've been to conferences where a vendor's name is splashed in so many places, I get tired of hearing about them and build a negative reaction to their ads. Law firms are moving into new marketing territory and when they find effective tools such as email campaigns, they tend to overdo them.

The lesson from Obama's branding (for me) is to manage your brand well. This applies to law firms as well as presidents.

Anonymous said...

here is a brilliant post on Obama brand building! grab a look! you'll love it : >xoxo

http://evidently.com/?p=2691

 

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