Consistency From the Man who Stands for Change
By all accounts, President Barack Obama and his team can be considered brilliant marketers. They established their "product's" brand identity early, crafted and delivered a strong brand message right from the start, connected with consumers wherever and however they wanted to be reached, and, most importantly, stuck to it all.
Larry Grisolano, who served as senior communication strategist for the Obama campaign, told the Mplanet audience this morning that Obama's consistency throughout the presidential election helped to carry him right to the White House.
Yes, he stood for Change with a capital "C." But he never changed his message.
From the moment he announced his intention to even consider running for president, he and his team stuck to their message-- admirably and successfully so. No one doubted who he is or what he wants to stand for. They got it. They understood and internalized the brand.
Good lesson for marketers. Grisolano also shared a few other tips he gleaned from focus groups that the Obama campaign held throughout the country that he thought would be particularly applicable to marketers, regardless of their product or offering:
1. “Talk to us like adults.” Don’t pander to your audience, he said. Treat them with the respect they deserve.
2. “Tell us what you’re going to do and how you’re going to do it.” The straightforward approach works.
3. “Be real.” Authenticity counts. Present a genuine message.
4. “Take responsibility.” Walk the talk, in other words. “People are obsessed with accountability and responsibility,” Grisolano said, so marketers have the opportunity to differentiate themselves by stepping up to the plate and accounting for their actions.
5. “Do what’s best for the country,” he said. “I think there’s a renewed sense of national community. … Obama has given people permission to come together again.”
