Brand Obama: Spectacular Brand Positioning

obama

You have to applaud to the spectacular marketing of Brand Obama. Recently, Advertising Age named him Marketer of the Year for 2008, edging out Apple and Zappos.com at the Association of National Advertisers‘ annual conference. Sure, Brand Obama rose from nearly an unknown to a preferred brand in very short time and harnessed social networking, but the real greatness was in the positioning. Obama provided a very clear benefit (change) to his target audience (disgruntled Americans); the messaging was clear and consistent. The brand connected grabbed #1 market share with its functional benefits (tangible, performance benefits – the promises of financial benefits to the middle class). But the real coup was Obama brand’s emotional benefits: hope and optimism, which resonated deeply with the consumer.

Obama brand brilliance continues: look how he depositioned his competitor! Depositioning is neutralizing or diminishing your competition through effectively positioning your brand. The Obama brand’s positioning of the candidate for “Change,” thus redefined both Clinton and McCain as ‘status quo.’ Worked masterfully, as it does in marketing brands (e.g. Pepsi is for a vibrant, New Generation, redefining Coke as old, and staid, by comparison).

Brand Lessons:

1. Make sure you have a compelling brand positioning for your brand.
2. Consistently reinforce your brand’s position.
3. Deposition your competitor by leveraging your brand’s strength and attacking their weakness.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s