Michael Bierut talks about Why the Obama "Brand" Is Working

Let's be honest. Barack Obama is not on the verge of clinching the Democratic nomination because of his policy positions--whatever his most evangelical supporters might tell you. If policy was all that mattered this year, Hillary Clinton would've won five or six of the last 11 contests instead of losing them all. When it comes to specifics, there's simply not that much space between the candidates.

Obama's success owes a lot, of course, to his message--the promise to pass Democratic policies by rallying a "coalition for change." But watching Obamamania over the past few weeks, I've become convinced that there's something more subtle at work, too. It's not just the message and the man and the speeches that are swaying Democratic voters--though they are. It's the way the campaign has folded the man and the message and the speeches into a systemic branding effort. Reinforced with a coherent, comprehensive program of fonts, logos, slogans and web design, Obama is the first presidential candidate to be marketed like a high-end consumer brand.* And for folks who don't necessarily need Democratic social programs--upscale voters, young people--I suspect that the novel comfort of that brand affiliation contributes (however subconsciously) to his appeal.

Seeking expert opinion, I tested my hypothesis on leading graphic designer and critic Michael Bierut, who was kind enough to dissect Obama's unprecedented branding campaign--and show me how it's helping his candidacy. Excerpts:
Continue reading......
See more about Obama branding