In 2013, we expect to see more leadership brands addressing local issues that are pertinent to their consumers’ lives before they campaign on behalf of global challenges. Why? In many ways, technological advancement – often reflected by the idea of “new and improved” – has become a hygienic factor for all brands, regardless of the [...]

Hope. What follows it? Especially when you’ve yet to achieve the things you set out to do. Faith. Gratitude. Humility. Action. Although in the run-up to the DNC Barack Obama’s campaigning had lost the spirit of the brand he built in 2008, the messaging at the Convention built on it. Mr. Obama’s task was a [...]

In October 2008, Barack Obama won Ad Age’s Marketer of the Year, beating Apple, Zappo’s, Nike, and Coors.  He then went on to win the White House in great part because of his carefully crafted brand.  Obama’s message – hope and change – was simple and consistently reinforced through a comprehensive brand management system.  People [...]