A Marketing Lesson From President Barack Obama's Address


Barak obama_address Is it possible that a speech, a poem or a musical piece can "fit" every one?

I asked myself that question as I listened to the commentary from mainstream media and the social media pundits as they analyzed President Barack Obama's inaugural address and the inaugural poem written by Elizabeth Alexander. Some people loved the speech and the poem and others not so much.

As I was listening to President Obama's speech I found that several ideas/words rang out for me:

.. to choose our better history ...

.. imagination joined to common purpose ...

.. patchwork heritage is a strength not a weakness ...

And from the inaugural poem these were the words that resonated the most for me .. bloggers would do well to consider also.

We encounter each other in words, words spiny or smooth, whispered or declaimed; words to consider, reconsider.

From within the whole there were parts that I could relate to that spoke to me which might have been different for you. This brought more questions. Even if a niche were identifed ..

Is it possible that a product, a brand or a service experience can "fit" everyone within a niche? Is it possible that a blog, or a podcast a social network can "fit" everyone within a niche?

Probably not.

So as marketers should we build our products, brands, service experinces, blogs, podcasts and social networks with little pieces in mind for the individuals within the niches?


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Awesome Post,

We cannot please everyone when it comes to the President's speech. I do feel we can have one general message that has targeted a specific market. I feel the President's speech was talking to me as an American who is ready and willing to role up his sleeves for his country to save our planet for future generations.

"Let it be said by our children's children that when we were tested we refused to let this journey end, that we did not turn back nor did we falter; and with eyes fixed on the horizon and God's grace upon us, we carried forth that great gift of freedom and delivered it safely to future generations."

Again great post


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Posted by: Denis Baldwin on Jan 23, 2009 10:49:17 AM

@Jeff - Suppose there has to be one over riding message but within the product/service there will be little bits that resonate more with some than with others. For example, some women might have liked the color of Michelle Obama's dress but not the style. While other might have loved the bling of the sparkles or the coordinating coat/dress effect. Does that make sense?

If someone can make you feel that they are talking directly to you in a sea of millions of people .. that is a true gift.

@Denis - Your comment is totally off topic of this post and I consider it spam. I thought at first that it might be because you were new to social media and blogging and were not aware that there is an etiquette associated with posting comments. However, you've been blogging since 2007 and I would assume should know better especially since you write about social media topics. I'm leaving it up as example of what not to do.

Posted by: Toby on Jan 23, 2009 11:25:45 AM

@Toby, what a smack down from the diva! @Denis she's right.

Now on to the comment -

Obama has been amazing, he's the first branded candidate. His brilliance is in making his message resonate to everyone, making the great big umbrella of politics more accessible to us a nation.

As a brand, should a brand be many things to all people. Yes, it can. Should a blog. I don't know, I'm trying to answer that question for myself right now.

As a brand, Kraft and other products do this very well. Some not so well. While companies have many brands and concepts under their parent. I was bouncing back with my hosting provider, to see if it was possible. To have each category support a different banner, there by capturing a clearer message when a new reader comes into the blog.

I'm afraid it's beyond my budget to do this. Yet, as technology advances. I'm sure we'll be able to reach more people with our own personal brands.

Now, my concern with the Obama brand, it's super strong at the moment. Will we see it chip with age and scandal. I'm not sure.

Posted by: Alex on Jan 23, 2009 6:57:53 PM

interesting post, i think we should focus on both. as in a chess game you have to focus on the current move but you have to understand how that one move affects the big picture of the game. so yes, concentrate on the niches but understand the impact you are having on the greater scheme of things.


Posted by: social media consultant guy on Jan 23, 2009 9:40:06 PM

I am still learning about the power of branding, but here is my take on things. Concerning the Obama's as a brand, I agree that the moment may die down as time goes on as with any product that is mass marketed as a solution to a multi-tiered problem.It is the consistency of his loyal followers that will keep him relevant-as a brand not President, (I hate to use this comparison but think iPhone-I mean really it has no insurance on it but people consistently must have one).

Concerning blogs, it's all about the niche. Please do educate me on blogs that are created for a general mass audience. When we take account of the millions of blogs that are being created daily most of them are from a personal view where we hope to reach like minds. I never intend on a say, carpenter to read my blog but if enjoyment is found from my posts I appreciate the return.

Posted by: Mei-Li Thomas on Jan 24, 2009 1:30:58 AM

I think it is possible to find a message that blankets the entirety of a niche...I guess the question is how specific is the niche that you are speaking to?

Posted by: Frank Kazarian on Jan 25, 2009 2:07:01 PM

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