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Aug

12

What we can learn from Obama!

August 12, 2009 | Leave a Comment

Writ­ten by: Lee on August 12, 2009.

ObamaemotionWhile 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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