How To Elect A President -- Or Get A Client: What the Obama campaign can teach us about marketing


If, as a marketer, you’ve ever been involved in a political campaign, then you know that a political campaign is simply another form of marketing.

An analysis of the first Clinton campaign for the presidency, with James Carville’s core message of “It’s the economy, stupid,” made that point very clearly. It was a classic case of positioning. But even that battle was merely a prelude to the campaign that elected Barack Obama –which was, as well, an inspiring use of positioning. The campaign’s message, based on a carefully devised position, was supported by a number of highly focused elements. More of positioning further on. Both campaigns were won by little known candidates against better known opponents.

Both candidates were unlikely – for their youth and limited experience, and, in Obama’s case with a racial consideration and narrow elective experience. Both candidates had formidable opponents -- Clinton had a well-known and experienced George H. W. Bush, and Obama faced a popular war hero in John McCain. Both Clinton and Obama won with superior marketing and organizational skills.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Bruce W. Marcus | Attorney Advertising

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