The inauguration is tomorrow and the story is everywhere, Obama as brand so I could not help but collect a few of the brand related stories they make for an interesting read. Everything that you can imagine both sanctioned and unsanctioned is popping up with Obama’s name, logo or image, whether you want Obama Beer or Obama Hot Sauce, you should be able to find it.
It will be interesting to see how Obama the clearly defined and positioned brand for the campaign evolves into a President.
WHEN Barack Obama is sworn in as president on Tuesday, opportunities to obtain souvenirs of that historic moment will abound as never before. In addition to traditional and somewhat staid items like inaugural medallions, crystal bowls and plates, neckties, cuff links and scarves, the multitudes expected to be in the market for a keepsake will also be able to buy an Obama bobble-head doll and even an Obama hot sauce.
New York, Jan 9 : A beer named after President-elect Barack Obama,which Red Hook-based Six Point Craft Ales stopped selling after Election Day, has been tucked away by some barkeepers for Inauguration Day celebrations.
On the coldest morning Washington has seen in a decade, Mohammed Abdullah stands shivering outside Union Station, hawking iron-on Barack Obama clothing patches and homemade compact discs of the president-elect’s most famous speeches.
He’s asking $5 for the CDs and has a “three for $10 special” on the patches, but is willing to negotiate.
“Why am I doing this? Because it’s an opportunity to make honest money,” says the 55-year-old Philadelphian, who arrived in D.C. last week and isn’t leaving town until he’s sold out of merchandise. “Plus, it’s a part of history that I don’t know will ever be repeated again. I’d like to be part of that history.”
In those few sentences, Abdullah neatly summarized the entrepreneurial motivations driving one of the few growth areas of the U.S. economy: The trade in anything and everything associated with Barack Obama.
If you are hosting an inauguration party Tuesday, then you might want to visit your local 7-Eleven to pick up your Obama gear.
Hot on the shelves is Jones Soda’s Orange “You Glad for Change” Cola, which has Obama’s picture on the label.
“Barack Obama is three things you want in a brand,” says Keith Reinhard, chairman emeritus of DDB Worldwide. “New, different, and attractive. That’s as good as it gets.” Obama has his greatest strength among the young, roughly 18 to 29 years old, that advertisers covet, the cohort known as millennials — who will outnumber the baby boomers by 2010. They are black, white, yellow, and various shades of brown, but what they share — new media, online social networks, a distaste for top-down sales pitches — connects them more than traditional barriers, such as ethnicity, divide them.
It’s been obvious for some time that Obama is a brand. I didn’t realize how comprehensive and integrated his brand was until I began to do some research. Seems that experts in the marketing and design field are so impressed they’ve been scratching their heads in awe at how meticulously controlled his messages were during the campaign. Folks in marketing and design need to read this Newsweek article if you haven’t already seen it. Though it’s from Feb. 2008, it’s still fresh and contains insight into Obama as a manager.
Thanks to Rudloff for the Pic of Jones Obama Soda.