So the result of the US election is known. Advertising and marketing has for many years played an influential role in elections, not just advertising the party or candidate, but advising. But in the spirit of keeping things simple (if not frankly superficial), what are the main learnings for me from the Obama campaign?
One word equity. OK it changed halfway through, but Change worked. Listen to the interviews on the news over the last few weeks and people play the word back, but framed in their interpretation of it. They ascribe their own meaning to it, which sort of makes it even more powerful.
Grassroots. Brands take note. Making something as big as winning the presidency rest on the shoulders of individuals, and giving them a role to play in the victory was crucial. If brands want to create a huge campaign, get everyone involved in creating it, in the community (Scorpion football, anyone?). This wasn't just the strategy for voting, it was also the strategy for campaign donations too.
Backstory. Both candidates had backstories but I think Obama's was more resonant to a modern generation. We talk about authenticity and provenance, or expertise (in the absence of authenticity). Maybe we should be looking more for their backstories and weaving them into the mainstream communications. How do we make brands (or campaigns) interesting and textural, in a way that creates empathy and depth.
Conceptual targeting. Joe the Plumber was the everyman around whom the campaign promises and policies centred. But the 'target audience' became the subject and focus of the campaign rather than just a background reference point. It served to remind everyone that the campaign was about, and for, them.
Semiotics and the power of art. I'm a big fan of using semiotics for branding and communication design. Obama seems to have been much more canny than McCain in terms of imagery (the 'hope' graphic portrait), use of colour and typography (although 'change we need' sounds like Yoda talking), and the psychological or cultural take-out from these things seems to be one of stature and scale, of seeing the big picture.
Messaging optimisation. Candidates are drilled to within an inch of their lives what to say and how to react. But seeing Mark Penn on Newsnight, and as part of Hillary's campaign earlier on, reminds me that PSB's methodology of optimising a message to an audience, from a given 'voice' is a useful tool more brands could take advantage of (plug over).
