By the time politically quiet summer, one in which all members migrate to the beaches and where parliament is silent, and I wanted to revisit a feat accomplished in recent years by one of our neighbors to the south. Because it is not convenient talking about politics than by bad weather, I chose to put Barack on the map, but "how branding. Barack Obama has created a brand inspired and inspiring through his speech conveying emotion with the identity of the new America. How did Obama managed to revive a lost passion for politics globally?
Barack means "blessed" in Hebrew, Arabic and Swahili and Obama means "burning spear" in Swahili. His pursuit of the American dream, one where everything is possible, the universal dream of freedom and respect for diversity has brought together forces in the world to his cause. It will call for drastic change of administration in 2004 after the Bush administration had plunged the country into the suffering, war and economic ills. The national context called for a new leader and Barack Obama embodies the renewal and hope for a better world for hundreds of thousands of people no matter their color or political affiliation. One voice in his speech says: "[...] There Is No white America, no black America, no Latino America [...]. There Is The United States of America. He managed to unite his country brilliantly and proved that the 21st century was one of renewal and infinite possibilities.
His nomination campaign of Barack made a mark on its own, orchestrating a promotion true to its identity ambassador of change and of hope. Its slogan, Yes We Can, summarizes well the Obama brand, ignoring all forms of discrimination, but rather calling for openness, as well as the union of the joint forces needed to build a country worthy of modern era. His speech was promoted by dozens of celebrities who believed in the cause and who, safely, had an impact with the final outcome of the nomination, Warren Buffett, Oprah Winfrey, John Kerry, Bruce Springsteen, and many other icons of American brand that also, in their way, turned their respective fields.
Enthusiasm for the political cause was also inflamed by a public reputation traditionally listless and amorphous that has invested in the presidency of his country. Suddenly, the youth segment was found in the streets to campaign for Barack Obama, distributing leaflets, holding a power of tangible change in their future such as accession to the public health system, the withdrawal of U.S. troops in Iraq or a reduction in the number of death sentences. All contributed to forge the Obama brand.
His communicative approach was also a breath of fresh air in the traditional political methods. One of the surprising ways that Obama has used to assemble and lead the crowds is the music. Will.I.am the singer in collaboration with many other artists recorded the song "Yes we can, inspired by a future President's Speeches and showing him all his support.
Then Obama was indeed present on social networks, with over 8 million friends on the Facebook network. The latter did not have cold feet and never shrinks from the media exposure, which pleased the audience and who was concert with authentic speech he stated. Decidedly young at heart, Barack Obama had even built his page advertisement titled Signs of Hope and Change that was passing under the frame of Fake Empire by The National sung. 2 minutes 40 seconds of hope and inspiration in its purest form, expressed by private citizens supporting campaign. The combination of message and the music reinforces the brand identity, gives full meaning to the support and has attracted thousands of screenings across the globe.
Having received the Nobel Peace Prize last October 9, Barack Obama brings to life a new image of the United States with the rest of the world. There is great pressure on his shoulders, to be faithful to his trademark peace and democracy. Obama has attempted the impossible by becoming the first black President of the United States and has been successful, so I remain convinced that an authentic brand that will continue to rock the planet at a rate change for many years to come.
Posted by Anne-Catherine Couture
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