This quote is from a new article today at TechPresident, a non-partisan, content filled site that tracks the use of Net and other techniques of all the campaigns:
The Obama effort seems to be something wholly different. The campaign and its marketing seems designed to evoke aspirational feelings that have virtually no political meaning whatsoever. This is what great brands do. They evoke feelings that have virtually zero connection to product attributes and specifications.
The subject is the Fortune 500 style marketing of the Obama Campaign. Barrack Obama’s effort is the first campaign to fully incorporate the ‘non-content, pro-feeling format’ of a good product marketing campaign.
The end result is that great brands are fungible. They can be all things to all people. The branding approach liberates Obama to be the candidate of the MoveOn wing and of national unity. That’s not a criticism. It is a compliment. Now we’ll see if it stands up in the land beyond the energized core, in the land of 50% plus one nationally, where evangelism alone is not enough. [My italics]
Obama literalists may read back chapter and verse on his policy initiatives, but let’s be real here. [...] Morover, they were never intended to be the underpinnings of the Obama candidacy. Millions of “HOPE” and “CHANGE” placards later, I think that’s fairly clear.