Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign


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Fourth, Obama reached out to all citizens. He targeted his message beyond previous or likely voters. He built a coalition that energized young, first-time voters and registered thousands of previous non-voters. His organization encouraged early voting by Democrats to build well-publicized poll leads and to reduce the chances of supporters being discouraged from voting by long lines at polling places on election day. This policy of inclusion meant that voting records were set in the general election and the primaries. The ability to combine emotional with functional benefits and the discipline to be consistent in positioning and message delivery are core to all successful branding campaigns.

Ads that dealt with specific policy issues, even ads criticizing McCain, all continued to communicate the core themes.


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Sixth, he anticipated and outsmarted the competition. But he and his advisers managed the political chess board brilliantly. Early on, he anticipated and defused negative criticisms by admitting to past indiscretions his autobiography. His campaign rebutted the criticisms in a hostile biography point-by-point before they gained traction. Negative advertising by his opponents was countered quickly, not only in ads but on the internet as well.

Seventh, he fought the ground war as brilliantly as the air war. In the closing weeks, he put McCain on defense in multiple red states, making it tough for the Republican to focus his efforts. Having relied on public funding, McCain ended up having to make some tough trade-offs regarding where to go and where to spend his money. Obama did not. Finally, Obama chose an excellent marketing and campaign team , and managed them well.

From start to finish, there was no public dissension. He chose a non-controversial, experienced Senator as his running mate who complemented his lack of foreign policy skills.

It Comes With the Territory

One photo shows him smiling while driving a passenger car, instead of riding in his bulletproof government vehicle. In another picture, he is seen surrounded by family members while recovering in a hospital bed. Other photos on his Facebook page show Hun Sen holding babies or meeting with young people. His government has also been accused of human rights abuses and attempts to limit political freedoms. Hassan notes that leaders trying to improve a bad image face a big problem if they have not already created a lasting brand to carry them through.

But the weaker, the more vulnerable , the less truthful, the less authentic candidates, when they are exposed, may not be able to recover.

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Earlier this month, Russian President Vladimir Putin released a series of photos showing a different side of him than the world usually sees. Included were pictures of Putin shirtless in a boat, catching fish, swimming underwater and sitting in a forest.

In the past, Putin has released similar photos showing him in unofficial settings. Those images, as well as the most recent ones, have always been a big hit on social media. George Grow was the editor. We want to hear from you. Write to us in the Comments section, and visit our Facebook page.

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    Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign
    Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign
    Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign
    Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign
    Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign

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