Obama Beats Out Apple

According to Advertising Age, Presidential nominee John McCain is coming in paltry fifth place. Fifth, that is, for the ad trade's annual "Marketer of the Year" award for 2008 (although with McCain's schizophrenic branding campaign, it's kind of strange he made the list at all). Guess who the winner is—beating out business icons like Apple and Nike? Brand Obama, who seems to be the "you" of 2008 (as in Time's Person of the Year 2006). Of the hundreds of agency heads and top marketers attending the annual Association of National Advertisers' conference, 36% voted for the Dem (which did not include P&G's soon exiting Jim Stengel, who didn't vote for McCain or Obama, but Apple, which came in second place). Reasons for the Obama crowning include his campaign's ability to harnass and mobilize Web 2.0 and turn a no-name brand into a powerful household name. If you want to find out how Obama actually did it, read Fast Company's "The Brand Called Obama," from our April issue. 




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  • David Utts

    I think it is funny this concept - "The Brand Called Obama." I suppose if branding was a concept during the time of Martin Luther King, President Kennedy, and Abe Lincoln - maybe they would win the award... what about Nelson Mandela? I think leadership is so rare - when we see it shines brightly. Barack is a visionary - a "transformational leader" as Collin Powell indicated. Is he just another slick politician who marketed himself well? I suppose time will tell. Yet, rather than a brand - we might have a great leader on our hands - that's my hope!

    I believe Obama will lead and bring to bare the greatest minds to help him in making the right decisions. I don't think this tax and spend thing will stick - in fact there is little grounding for that label. Anyway - I suppose the future will tell because it does look like he will be our next president... maybe by a landslide.

    Come take my presidential leadership poll that assesses the candidates leadership strengths at:

    Not a scientific poll but the results have been interesting.