Aug
12
What we can learn from Obama!
August 12, 2009 | Leave a Comment
While researching information and facts for another article I have brewing, I came across an interesting site called emotional branding, an experimental think tank. Marc Gobé’s (founder and owner) blog has a number of very interesting blog articles. The article that is the basis for my post is about emotional branding.
What is emotional branding? This is branding where your brand connects to its audiences feelings. In other words, your brand stirs up emotions (hopefully the right ones). We often see this used as a basis for storylines in ATL adverts.
According to Gobé “as applied to the 10 Commandments of Emotional Branding …the Obama campaign hits on all the right emotional connections”.
What are the 10 commandments that Gobé writes about?
1– From consumers to people.
2– From product to experience.
3– From honesty to trust.
4– From quality to preference.
5– From notoriety to aspiration.
6– From identity to personality.
7– From function to feel.
8– From ubiquity to presence.
9– From communication to dialogue.
10– From service to relationship.
Gobé gives examples on how Obama complied with each of these commandments. Looking at this list I would say that this is a tall order for many brands (not all) to achieve though many probably (hopefully) strive towards achieving the results.
Another very relevant comment refers to how Obama used the Internet and Social Media to gain millions of votes and funding and demonstrated how you can reach out with the Internet.
I personally feel this is extremely relevant in today’s world but that it is easier said than done. It requires a focused, dedicated emotional-branding strategy that uses all the relevant touch points to honestly develop relationships with people who use your brand.
Read Marc Gobé’s article FROM UNKNOWN TO REVERED IN TWO YEARS. THE OBAMA CAMPAIGN ANALYZED THROUGH THE 10 COMMANDMENTS OF EMOTIONAL BRANDING to understand how the Obama campaign was successful in emotional branding.
A LinkedIn connection Eric Gilroy recommended reading Marc Gobé’s book “Emotional Branding” on a discussion in SalesBLOGcast.com group discussion I posted about my article ‘Do we really TRUST Brands?’
So how can you make your brand an Obama/Leader of your market?
Do you think these rules can be applied to your brands or is this just touchy, feely nonsense?
If you are striving or have achieved emotional branding what did you do or are you doing to get there?
This article is in no way a political statement or an expression of my political views but rather an observation of a successful emotional branding strategy that lead to a political victory.
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