Five years ago the Barack Obama campaign impressed marketers
with its branding - Andy Warhol style images, an inspiring slogan “Yes We Can”
and a positioning of the candidate as forward thinking and progressive. The news media was sold, providing almost unflinching support, and public approval
ratings hit record highs for a modern president.
Now, 5 years later the Obama brand is tarnished. A look at
recent polls (which serve as a type of brand tracking) show a consistent drop
in Obama’s approval ratings, or in brand tracking parlance, “likeability”.
Another sign of Obama’s diminished brand is that it is now
cool to make fun of his signature initiative – check out this clip from the CMAs.
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