|
|
"A comprehensive, collaborative elections resource."
|
Obama Inc.'s 5 marketing mistakes
|
|---|
| Parent(s) |
Candidate
|
| Contributor | Jason |
| Last Edited | Jason Oct 26, 2010 10:20pm |
| Logged |
0
|
| Category | Opinion |
| News Date | Tuesday, October 26, 2010 10:30:00 AM UTC0:0 |
| Description | If the Obama administration were a commercial enterprise, its board of directors and shareholders would be nervous. President Barack Obama’s personal approval rating (read stock price) has tumbled to 46 from 83, and congressional Democrats have seen their approval ratings fall to historic lows. Republicans are likely to take control of the House and have a chance to take the Senate. Rasmussen Reports reported last week that 51 percent of likely voters want the GOP to control both chambers. There may be panicked selling after the midterms, which could mean dramatic changes in strategy, personnel and policy.
What happened? This administration, like all its predecessors, has made mistakes. Five stand out:
1. Obama Inc. lost ownership of the word “hope.” Americans were aspirationally drawn to Obama because he made them believe the nation could, and would, be better when he talked about hope. Owning a word in the mind of customers (voters) is what makes corporate brands successful. “Hope” to Obama Inc. is like “safety” for Volvo or “overnight” for Federal Express or, simply, “Google.”
Hope was a natural word for Obama Inc. because it’s consistent with Obama’s determination to overcome difficult odds throughout his life. But in 2010, hope is no longer part of his narrative. |
| Share |
|
|
2¢
|
|
| Article | Read Full Article |
|
| Date |
Category |
Headline |
Article |
Contributor |
|
|
