The document provides advice for brands based on lessons from Obama's campaigns, including having clear goals and planning ahead, being positive and optimistic while projecting success, embracing new technology to meet people on their terms, being inclusive and unifying to create shared involvement, empowering advocates to spread the word, focusing on detail to have honest dialogue, being relevant and local while speaking beliefs simply.
After winning an epic battle to secure the Democrat Party’s nomination, Barack Obama stands on the edge of history by becoming the next US President. Much discussed has been the potential significance of a non-white President in his country’s political history but as the first genuinely “networked” Presidential candidate (rather than a “TV network” candidate) there is arguably much that brands can learn from Obama’s campaign. This isn’t an exhaustive list or an in-depth look at the situation in American politics but an overview of some of the things from Obama’s approach which could be applied to brands. Some examples in this document are more obvious than others and have been more widely discussed in marketing circles
