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I just finished reading “Game Change” by John Heilemann and Mark Halperin. It’s a great read for anyone interested in national politics. It’s also an intriguing read for those involved in marketing as the authors describe in great detail the well-crafted presidential marketing campaign executed by Barack Obama. Regardless of your political preferences, the Obama campaign will long be considered a case history on brand marketing. After all, politics, for the most part, is marketing. As a newcomer to the American stage, this unlikely candidate first defeated the well established Clinton machine, then went on to beat the well known, well respected war hero, John McCain.
Putting politics aside, marketers would do well to take a few pages out of Obama’s marketing playbook. Why? It’s classic marketing with a flourish. Here are a few of the keys to Obama’s election marketing success; each can be related to your own business. (more…)
Tags: "Game Change", 2008 Election, Branding, marketing, Mobile, Obama, tone
Posted in marketing plan, online marketing, social networking, technology, Uncategorized | No Comments »
With the advent of social media marketing, I caution clients to beware of the social media “experts” that are flooding boardrooms across the country. No doubt that these folks understand how certain social media applications work and how quickly they can whip together a Facebook program or set up a Twitter account. But what is often missing is a true understanding of marketing, and how social media should be integrated into an overall branding effort. Said differently, social media is to marketing as tactics are to strategy. Social media is not a replacement for sound marketing, which is still about brand positioning and the brand message. It’s one more tool in a marketer’s tool kit. (more…)
Tags: Experts, Mark, social media, Warning
Posted in social networking, websites | 1 Comment »
