11/13/2008 04:34:21 PM 
(7) 
(7) Despite the grandiose plans brands have for themselves and their desire to create culture, they can never and will never single-handedly have the power to incite true social movements.
Brands however much they would like to be, aren’t human beings, they are products that try very hard to relate and understand us. They cater to our needs and wants, but are by their nature abstract and not made of flesh and blood. The credo of C21st marketers might be to become more human, but it’s a stretch and the entity of the corporation is always a more desirable, more defensible, more convenient and a safer place to be.
Obama succeeded because of the power of his human journey, his humanity, his chance to make history and his ability to connect. People aspired to the hope and change he stood for and trusted him to deliver it. They were voting for a person who provided them with the hope they wanted at the time; a promise that things could be better.
Timing is everything and Obama only needed to do this once and seize the moment. He had to find a way to position himself on November 4th, 2008 as the change that people were looking for. Brands unfortunately don’t have the luxury of the short window of time, they don’t have just one zeitgeist moment to seize, but a multitude, because they have to sell 24/7/365.
The best brands are undeniable in their power to help define us, but they are transient, disposable and easily replaced. They are things, not people and there are limits to the impact they have on the breadth of our lives and our futures.
However, once every four years two people contest for the right to become the most powerful person in the world. These candidates have the news media of the world reporting on them every second of the day, which means they dominate mind share. No brand could ever come close to this level of dominance.
When it comes to voting, we chose the human being that best represents the way we feel. Sometimes this feeling is one of ambivalence, because our lives are under control, but there are rare occasions, and this year was one, when we seek a leader who we want to lead us to better, brighter, future.
Obama made history, he was the man chosen for the moment and lessons from his success are virtually impossible for brands to replicate.
Posted by Ed Cotton
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Brands as people?
You're absolutely right. Brands AREN'T people...but for some folks who have forgotten how to communicate, these metaphors are sometimes helpful. But that doesn't mean you should make your brand a facebook page. It doesn't mean that you can just do whatever your consumers do and assume they'll want you there with them. I love your point about that if the context isn't there (or the content for that matter,) you can't just repeat tactics. I think a lot of advertisers are trying to jump on tech trends (and otherwise) as they pop up thinking that just being there is enough. Well...no one is raving about how well their brand is doing on Second Life, are they? Obama announced he's going to do weekly fireside chats on youtube. Great. I'll probably watch a few. But there's no chance in hell I'll watch a weekly video from Kotex. I agree that Obama has had to work towards this one day of voting, but I wonder how his hopes to be re-elected will effect his actions during his four years in office...more specifically as time goes on.
Posted by Claire Dalton on 11/15/2008 04:22 AM
You're absolutely right. Brands AREN'T people...but for some folks who have forgotten how to communicate, these metaphors are sometimes helpful. But that doesn't mean you should make your brand a facebook page. It doesn't mean that you can just do whatever your consumers do and assume they'll want you there with them. I love your point about that if the context isn't there (or the content for that matter,) you can't just repeat tactics. I think a lot of advertisers are trying to jump on tech trends (and otherwise) as they pop up thinking that just being there is enough. Well...no one is raving about how well their brand is doing on Second Life, are they? Obama announced he's going to do weekly fireside chats on youtube. Great. I'll probably watch a few. But there's no chance in hell I'll watch a weekly video from Kotex. I agree that Obama has had to work towards this one day of voting, but I wonder how his hopes to be re-elected will effect his actions during his four years in office...more specifically as time goes on.
Posted by Claire Dalton on 11/15/2008 04:22 AM
You Can't be a Brand O
Correct, true and worth repeating. Buying your Obama is a one-time purchase and you really can't return it easily (although you can extend your lease for an additional four years if you want). So many pundits and marketers have read what they wanted to read into his victory -- that his story was more authentic, etc. -- but the fact is they "liked" him. You might say you researched your new car purchase and can quote chapter & verse on its technical specifications, but the fact is you "liked" it and wanted to own it. Period. There are too many variables in play to ever, ever replicate this event -- especially in the fairly uninvolved world (by comparison) of product marketing. You can't be Brand O. And you shouldn't try, because you'll just look silly. If you're Brand John Wayne, or Brand Ron Howard, or Brand Walmart, do what you do best. Otherwise, you'll be found out. Good post, thanks --
Posted by Stephen Denny on 12/01/2008 07:25 PM
Correct, true and worth repeating. Buying your Obama is a one-time purchase and you really can't return it easily (although you can extend your lease for an additional four years if you want). So many pundits and marketers have read what they wanted to read into his victory -- that his story was more authentic, etc. -- but the fact is they "liked" him. You might say you researched your new car purchase and can quote chapter & verse on its technical specifications, but the fact is you "liked" it and wanted to own it. Period. There are too many variables in play to ever, ever replicate this event -- especially in the fairly uninvolved world (by comparison) of product marketing. You can't be Brand O. And you shouldn't try, because you'll just look silly. If you're Brand John Wayne, or Brand Ron Howard, or Brand Walmart, do what you do best. Otherwise, you'll be found out. Good post, thanks --
Posted by Stephen Denny on 12/01/2008 07:25 PM
Brands as communication
If brand is not a person, it can not be a thing or a corporation either. A brand is a very specific form of communication designed to help us "like" someone or something - and the greatest brands are both powerful and enduring. For example, while Martin Luther King was a person, the "Martin Luther King" that lives on powerfully in our culture is the brand, as will "George Bush", no doubt. In the case of Obama, we can really only discuss the brand as well - the "Obama" created for us during an election and evolving rapidly as we blog. The most powerful brands are an enduring part of our culture and its communications - perhaps so much so we don't even notice. "Obama" isn't the first powerful brand and won't be the last.
Posted by Stephen McKernon on 12/02/2008 12:12 AM
If brand is not a person, it can not be a thing or a corporation either. A brand is a very specific form of communication designed to help us "like" someone or something - and the greatest brands are both powerful and enduring. For example, while Martin Luther King was a person, the "Martin Luther King" that lives on powerfully in our culture is the brand, as will "George Bush", no doubt. In the case of Obama, we can really only discuss the brand as well - the "Obama" created for us during an election and evolving rapidly as we blog. The most powerful brands are an enduring part of our culture and its communications - perhaps so much so we don't even notice. "Obama" isn't the first powerful brand and won't be the last.
Posted by Stephen McKernon on 12/02/2008 12:12 AM
Nothing to learn from Obama? Are you sure?
I quote what I just wrote in our blog at Trendbuero.com "The great Influx Insight newsletter came to me this morning with some heavy: brainfood. I have to admit it causes pain in my belly and I have the urge to reply. 1. Brands are much much more than products these days. They are intangible assets. As stated in The Brand Bubble a very big chunk of a company's value comes from brand value. What brands do you have in mind that can be only brought down to one product? Take carmakers for example: They built a whole world around it. Starting with a bank and ending with fan clubs. To consider brands as product is mid 20th century thinking. Though I have to admit, many consumers really mix it up. 2. Brands are people? Who thinks that? For brands it is a good game of self-check to consider themselves as friends of their customers. With this idea in mind they get a pretty good idea how to deal with their customers, make them happy and satify them. 3. Nothing to learn from Obama? He was just exploiting one moment? Really? Well, then it must be a very long, expensive and exhausting moment for him. What he did is what brands in the future will have to do: he inspires people, involves them and gives them a chance to participate. He gives them hope. Hope and trust is what the whole Western world lacks most these days. Especially with a luring liquidity shortage in the coming year there is a lot to learn from Obama. He managed to tap into micro-donations instead of big corporations' funds. He sold hope, raised more money than any candidate before him and managed to pre-finance his branding. Actually, we think, there is a lot brands can learn from Obama these days.
Posted by Joerg on 12/03/2008 01:01 AM
I quote what I just wrote in our blog at Trendbuero.com "The great Influx Insight newsletter came to me this morning with some heavy: brainfood. I have to admit it causes pain in my belly and I have the urge to reply. 1. Brands are much much more than products these days. They are intangible assets. As stated in The Brand Bubble a very big chunk of a company's value comes from brand value. What brands do you have in mind that can be only brought down to one product? Take carmakers for example: They built a whole world around it. Starting with a bank and ending with fan clubs. To consider brands as product is mid 20th century thinking. Though I have to admit, many consumers really mix it up. 2. Brands are people? Who thinks that? For brands it is a good game of self-check to consider themselves as friends of their customers. With this idea in mind they get a pretty good idea how to deal with their customers, make them happy and satify them. 3. Nothing to learn from Obama? He was just exploiting one moment? Really? Well, then it must be a very long, expensive and exhausting moment for him. What he did is what brands in the future will have to do: he inspires people, involves them and gives them a chance to participate. He gives them hope. Hope and trust is what the whole Western world lacks most these days. Especially with a luring liquidity shortage in the coming year there is a lot to learn from Obama. He managed to tap into micro-donations instead of big corporations' funds. He sold hope, raised more money than any candidate before him and managed to pre-finance his branding. Actually, we think, there is a lot brands can learn from Obama these days.
Posted by Joerg on 12/03/2008 01:01 AM
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Hi Ed, I just wanted to say I think you are spot on. Only very silly marketers could think they could replicate what Obama did. My view is that brands are cultural beacons or markers at best. Also, I just wanted say this is one of my favourite blogs...so keep up the posting! Cheers, Jays