How did Obama’s brand help him win the presidency? Here are 7 reasons why Brand Obama is a force to be reckoned with:
Incumbents have the undeniable advantage of Air Force One, the Presidential Motorcade, The White House and that really cool Presidential logo/ seal. Most Americans, me included, love symbolism and nothing comes with more than Office of the Presidency aka Commander and Chief!
Mr. Obama acted extraordinarily presidential when it mattered most- be it during Hurricane Sandy, going after Bin Laden and saving the American Auto industry. People, especially those in Ohio, never forget defining moments.
The President, by hiring Hillary and relying on Bill, unequivocally showed Americans that he can bury the bad; while, embracing differences to his and the country’s advantage. A rare ability, as Doris Kerns Goodwin pointed out in her book “Team of Rivals” that served to reinforce it was the republicans who didn’t want to compromise.
Youth was never wasted on the young for the President and nor were never ending tweets, facebook posts, email shout outs and much much more of youthful social media. As has been widely reported more young people turned out this time for Obama than last.
Like all great brands, Mr. Obama fixed what was broken before it became damning and defining. After the first debate, he brought his desire and fight to the nation and his competitor. And, he stopped letting Mr. Romney look like he was the Presidential brand steward. Again, how Obama handled “Sandy” or calling out Romney on “exporting auto jobs” to China won undecided people and Ohio.
Vice President Joe Biden while at times a “messaging liability” was still a way better brand asset than Congressman Ryan was to Romney. At the end of the day, when competing for very limited “market share” conversion opportunities where every point is huge- engaging VS alienating- almost always wins.
American’s buy into dreamers- George Washington, Abe Lincoln, Bobby Kennedy, Martin Luther King, Steve Jobs, the 1980 Olympic Hockey Team and the list goes on and on. While many expected Mr. Obama’s 2008 vision of HOPE and his dream of a united, thriving nation to have already happened, people cut dreamers slack just as they cut non dreamers at the knees!