Barack Obama's amazing rise is one of the most phenomenal stories in recent history. Other American presidents, such as Jack Kennedy, Jimmy Carter and Bill Clinton, came from similarly modest notoriety, but what sets Obama apart is the expectation that he has stirred and the barriers he has broken, one of which would have been unthinkable only a few years ago: race.
People went for the emotions, for the hope and the change that are built into America's DNA. Compared to other nations, Americans just feel different about their country's mission as the main guardian of freedom in the world. And for many people across the globe, the USA is still the ultimate guarantor of a world that can give an equal chance to all. Now, millions of children from South America to Africa, from France to Japan, have seen an American election that has given them a new spark and a new reason to believe that we are progressing as a human race.
As a hint of things to come, let's look at the Obama campaign as applied to the 10 Commandments of Emotional Branding. You'll see that, unlike many brands, the Obama campaign hits on all the right emotional connections.
- 1- From consumers (voters) to people. Not special interests, but people. In the second quarter of 2008: 258,000 people, with as many as 110,000 on the Internet, bring $32 million into Obama's coffers. Starting in February, $1 million a day was donated to the campaign [ Obama by Marc kravetz. Dalloz ]
- 2- From product to experience. Two books, two compelling stories. The Obama brand had a tone of gravitas and intellect, as opposed to the McCain camp's appropriation of Joe the Plumber.
- 3- From honesty to trust. Obama had made a tough call: "Don’t go to war." Obama stood up for sincerity at a time when most stand for nothing outside of focus group-approved strategies.
- 4- From quality to preference. McCain was a respected hero from the past, but Obama was seen as the future.
- 5- From notoriety to aspiration. "Yes we can." Obama shifted the message from fear to hope, a message ultimately about being loved.
- 6- From identity to personality. "We are the United States of America." Obama took pains to define a greater public call, not just the agenda of the Democratic party.
- 7- From function to feel. The "Yes We Can" acceptance speech was viewed on YouTube by 15,283,062 people; McCain's concession speech had 300,000 viewers. [As of January 2009 ]
- 8- From ubiquity to presence. Total transparency. Sarah Palin was ubiquitous but disingenuous, while Barack Obama connected with authenticity. The choice of street artist Shepard Fairey to design Obama’s official campaign portrait also connected with youth. Watch our video about Fairey here.
- 9- From communication to dialogue. The campaign talked to us on a personal level (a community of influencers estimated as close to 2 million people), with the Web as the rallying point and a channel for participation.
- 10- From service to relationship. With the idea that we are all in it together, Obama created Organizing for America, a new group that will continue the campaign's grassroots momentum and give ordinary citizens a role in the changes ahead.
One thing is for sure: this campaign will change forever how brands communicate. It starkly revealed the limits of old (one-way) media and the power of the Internet as a way to reach out to communities. Successful brands of the future will be inspired by the novel, grassroots ways the Obama campaign created awareness, belief, compassion and purchase intent (sorry, voting intent) in millions of people in a very short time. Obama has proved that this is now the age of Emotional Branding, finally coming to life through bandwidth and technology in the most powerful way.
How do you see the Obama campaign through the 10 Commandments of Emotional Branding?
found under: www.emotionalbranding.com
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