I don’t think anyone will disagree that Barak Obama ran an almost flawless campaign. Advertising Age named Obama “Marketer Of The Year”. In our brand development process we define brand as the evidence of distinction. Once that evidence is defined and you understand what is your core brand message, you need to internalize it and then and only then launch that brand and brand message to your external audience. This is exactly what Obama did. Conversely it is exactly what McCain did not do.
The brand messages were clear. Obama stands for “change”, “hope”, and “yes we can.” The added message was “no more of 8 years of Bush failed policies.” Jack and Suzy Welch in a recent Business Week column wrote, “Obama’s message was simple and inspirational. He talked about the failings of George W. Bush. He talked about change and hope and healthcare for all. Over and over, he painted a picture of the future that excited people. He also set a perfect example for business leaders: Stick to a limited number of points, repeat them relentlessly, and turn people on.” In fact the Obama campaign’s own research showed that voters preferred change more than experience. The Obama camp claimed the brand of change before the other candidates and they owned that brand throughout the campaign.
In addition to understanding their message the Obama campaign used all the marketing communication tools available including TV commercials, direct mail, public relations, web, e-mail marketing and social media. According to Ad Age, his campaign team had a firm grasp of branding, messaging, and old-fashioned political ground organization. It balanced mass marketing with social media and niche marketing.
The other very important component of the Obama brand was its internal organization and Obama himself. Obama did not waiver from his core message and neither did his campaign. It was a highly disciplined team that was able to stick to its message. Obama himself became a symbol of change. The campaign staff and its legions of active supporters were able to rally around the brand.
In 2000 McCain had a brand. His evidence of distinction was that he could work with Senators from the other party, that he could challenge his own Republican administration as he did in his criticism of Donald Rumsfeld. If the McCain campaign had developed a consistent brand message around what was truly unique about John McCain they would have been more successful. McCain tried to make a claim on being the candidate of change by promoting himself as a “maverick”. But maverick does not easily translate as change. Mavericks are viewed as independent and loaners not change agents, and Obama had already claimed the distinction of change agent.
So what can marketers learn from the Obama campaign
1. Define your brand, your evidence of distinction.
2. Craft your brand message and make it simple.
3. Validate that claim with through market research.
4. Internalize your brand so that management and staff will rally around the brand and become your brand ambassadors.
5. Externalize your brand – Deliver your brand message through every medium that makes contact with your customers and potential customers, including interactive marketing and social media.
6. Measure the feedback through surveys and web analytics.
7. Be consistent in your message.
8. Reap the rewards.