A lot has been written about "Brand Obama" lately, about the importance of taking a cohesive values-based position vs the Clinton-esque (well, Mark Penn-esque) micro-targetted, focus-grouped scattergun approach. About the importance of the Obama campaign's seamless embrace of all things digital. About his use of iconic brand images.
I was putting together a presentation for a client last week, where we had to impress the importance of a new brand positioning on the wider organisation, and this bite from Obama's speech in Wisconsin from February last year really crystallized it for me.
As planners, creatives and marketers, we spend an awful lot of time creating brand models, discussing brand attributes ('are we "authentic" or "natural"') crafting propositions and honing endlines. Yes, we have moodboards and steal-o-matics, but the most powerful tool that we have is words.
But for these words to work, they have to have real power. They have to be true to the brand, not mere puffery. They have to resonate, both with the consumer and with all other stakeholders. So we need to choose these words carefully.
Because words matter.