Brand Association: Obama

by Ron Kunitzky January 21st, 2009 

Traduction franaise Association de Marque: Obama

Over 4 million attended today's inauguration ceremony in Washington, DC to witness what is being marketed as a "historical event". Even more people attended it by watching TV or viewing it online. Today is the day that Barack H. Obama became the 44th President of the USA. People of all walks of life watched from around the world and celebrities including actors, musicians, poets, authors and the political elite gathered to be part of that history and share in the celebration of change to come.

Inspiring, intelligent and highly articulate are some of the words I would use to describe Obama. He is clear about what he wants to do and has the energy and youthfulness and dedication to very likely pull it off. When we think about this in the context of a brand and the attributes that it may carry with it – It all seems kind of attractive, doesn't it? Obama has now officially taken office with his predecessor (George W. Bush) leaving the job with an 'under 30%' approval rating from the American public. Pretty powerful stuff. So, what does this mean? It means that it's no wonder that the likes of Seal, Bono, John Bon Jovi, Aretha Franklin and Bruce Springsteen to name a few have built an association to Obama. Like any great partnership, you want to be able to leverage what your partner-brand brings to the table and the Obama brand brings a lot. It's honest, real and carries itself with integrity and commitment – something that a lot of brands can't rightly say about themselves. The brand has a following and people want to be associated to it and want to be part of Obama-mania.

When looking at the social web and how all of these experiences can be seen and shared online from Kentucky to Oregon and from the USA to China – it's those very associations to Obama that can rejuvenate an artists career or bring more popularity to them, just by being associated to Obama. The brands that you associate with say a lot about you, your business and how you treat your customers, members, associates, constituents, followers and fans. The Obama brand says the right things and communicates the right messages and it's no wonder that so many have grabbed on to it. Think about your brand, whether it be your personal brand, your company brand or any other brand that makes you who you are. Think about your associations to others and how they reflect you…Are they Positive or Negative? Prosperous or Destructive? Powerful or Weak? Think about it because in today's world – it may very well help or hurt what you are trying to achieve. Brand association and partnering with other brands can add a lot of value to what you are doing – just be careful with regard to who you do it with.

Ron Kunitzky

Ron Kunitzky, an expert in strategic business affiliations and partnerships is the founder of Geyser Marketing Group, and has successfully brokered partnership marketing programs for companies as varied as Coastal Contacts, Dell Computer, NASDAQ, and 1-800-GOT-JUNK?

Geyser Marketing Group

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6 Responses to “Brand Association: Obama”

  1. Tom says:

    I watched the inauguration ceremony on TV.It will be no easy task for the new president to get the country back on it´s feet again.I guess it will take a few years to see any results.

  2. Were you able to find a hard number for the number of people in attendance at the inauguration? I saw several sources report anywhere from 1.5 to almost 4 million.

  3. Ron Kunitzky says:

    CNN Reports that is was 4 million.

  4. Metaspring says:

    It was an inspiring moment not just for Americans but for people the world over when Obama took the oath office. Your theory of brand and brand association in Obama's case is a thought provoking one.

  5. What most impresses me about Obama is how he was able to use grassroots methods to quickly go from being a literal unknown to the president in just about a year. There was definitely some informed know-how within his team.

    Jeff

  6. I love the words you used to describe Obama, "Inspiring, intelligent and highly articulate", now that's right on point. He's the perfect candidate for the job, the US needs such a president at this stage.

    I'm wishing all the best to the US as there's a lot of challenges ahead.