BRAND OBAMA.

The Obama Brand.

Or where John McCain missed it.

I started this a few days back and since I am out the door in a little bit to vote I might as well finish it up:

Thankfully we are only a few days out from the election. I say thankfully because I tire of the quadrennial frenzy out nation descends into every time a Presidential election rolls around. If only people would get as excited and as passionate for local elections – where are all you f*@#ers then?

Anyway, watching John McCain flounder through this campaign has been a real wonder to behold. I mean that in the most snarky and sarcastic sense because if ever there was a political candidate who so embodied the character from Animal House it would be Red State John.

Watching the ’08 edition of the Republican Party flail away has been simply amazing as they have tried time and time again to make something stick against Teflon Barack.

The thing is, Barack Obama has positioned his brand so well coming into this election cycle, he made himself almost impossible to beat.

Obama’s campaign from the very start was based around a single premise, a premise his whole brand identity was built upon.

Change.

It’s as simple as that, you can sum up Obama’s campaign in a single word and the candidate has hammered away continually reinforcing it in the electorate’s mind. A single word, which serves a multiple purpose.

First, it plays well to all the people who have been carrying pent up anger and venom ever since the 2000 election. These are the people who have so loudly and repeatedly called for some kind of change in the makeup of our government.

Funny thing is, we had a taste of that change during the ’06 midterm election when the Democrats. The end result... not much.
Six-point plan
Prior to the election in July 2006 Democrats unveiled a six-point plan they promised to enact if elected with congressional majorities. The plan was billed the “Six for 06 agenda” and officially called "A New Direction For America" and compared to the 1994 Republican “Contract with America.” The six-points of the plan include: “honest leadership and open government, real security, energy independence, economic prosperity and educational excellence, a healthcare system that works for everyone, and retirement security.”


People in this country have short memories, plainly put with a Democratic majority in both houses for the last two years and Congress has very little to show for it. This rally cry against one party or another doesn’t address the underlying dysfunction in our government. The government of our nation has been at best a reactionary force in American society and at worst a sterling example of how bureaucracy fails when compromised at the alter of Capitalism.

The dialog in our country especially in regard to the current election has been a fascinating glimpse into the fractured psyche of the American public. Is our government supposed to be a paternalistic entity? If so, how far are we willing to let our government become involved in our affairs? People at once want government to do something about health-care, about education, about business and a host of other issues but how restrictive do we want government to be? When government starts becoming involved in social issues, is it a good thing or a bad thing? We walk a tightrope here, some recognize it but many do not.

Getting back to the current election though, Obama has built the perfect brand... his brand is change.

Are you unhappy? Change.

Not making enough money? Change.

Don’t like our foreign policy? Change.

Worried about government spending? CHANGE!

It’s so broad and generic a term it defies the inherent hazards of specificity.

This is where John McCain has failed because he has been unable to distance himself from the current administration. John McCain’s campaign has tried repeatedly to figure out how to position their candidate - first it was as the ‘experienced guy’ but that didn’t work. Then, it was as the ‘heroic guy’ but that didn’t work either. Finally it was the ‘progressive guy’ (as evidenced by his VP choice) but ultimately that didn’t work either.

In the meantime, Obama has positioned himself as an agent of change. What that change will be, the American people have a vague idea of but it will be change.

I’ve gotten emails about our descent into Socialism, as if somehow this is supposed to raise some specter of fear in me.

Yet, I’m not afraid.

McCain has not been the only candidate frustrated by the Obama campaign’s deft positioning... speak to any HRC supporter and you’ll find a lingering bitterness, a disbelief in how her coronation somehow could not come to pass. How was it possible for the ultimate strategists to be outsmarted so?

Strategy? You must of course realize Barack Obama has not just foiled the plans of the RNC. No, he has also managed to foil the very carefully mapped out plans of the Clinton camp. Plans that included HRC sticking it out through Bill’s many dalliances, HRC taking a senate seat in a state to echo the path of RFK and all the built-up goodwill of stumping for so many Democratic candidates over the last 8 years building chits to be called in during her abortive presidential bid.

In any case, this year’s election has to be one of the best examples of the marketing of a candidate to come along since we started having elections. This has been the perfect example of an election for a media-obsessed society. To the detriment of everything else put on hold as we progress to this one-day.

I’m back and I’ve already taken care of voting. It promises to be one of those elections where there is a big turnout. I was 31 out of 400 registered voters for my polling location and it wasn’t even 7:30! I’m not going to watch all the polling news, I’m not going to stay riveted to the TV over this. Tomorrow, one way or the other it will be settled, we will have voted and a decision will have been made. It’s not a football game, or the World Series where you root for one side or another. As long as people come out and vote... we all win. (1123 Views pre transfer)