Let’s get presidential

Jan 07 2008

prez

It’s clear that with the presidential campaign in full swing that the next 12 months in America are going to be all about change. If you watch the news, it’s been pointed out a number of times that there will be a significant change in this country no matter which candidate from either party is elected. But despite that fact, only one candidate “owns” change in this campaign and it’s Barack Obama.

I’ve watched a lot of commentary over the past few days and one thing that you’ve heard the analysts say again and again since his upset victory in Iowa is that “Obama isn’t just a candidate anymore, he’s an IDEA.” Candidates can be defeated through traditional campaigning, debates and television ads. But ideas can not. Ideas are bigger than that.

The same thing holds true with branding. If your business is just another business, you’re subject to the same rules of competition as everyone else. But if your business is an IDEA, if you’ve built a true brand and given people something to be passionate about, you’re in a class by yourself.