The 18-29 has continued to be a highly targeted segment for most companies but I am not sure if enough marketers are taking a close look at what Barack Obama has done that has brought him such wild support among that segment.

This political season is giving us many case studies that can apply to business and while I don’t want to only focus on the Obama campaign, his recent victory in South Carolina is cause to study his brand and his message that allows him to reach this segment in a way that most brands can only dream of. (For the record, my next post will about Ron Paul).

So how has Obama appealed to the youth segment and how can this benefit a company?

• Anti-establishment

People routinely refer to youth as rebellious, no matter which decade we speak about. Barack has positioned himself as the agent of change that young people seek - the one that rocks the boat and does not adhere to the “old guard”.

The brands that have positioned themselves as different and not following the status quo seem more likely to capture the imagination of that segment.

• Authentic

Obama has done his best to present himself as being of the people, not above the people. Reaching out to work with people and placing a value on their opinion makes people feel more important and he makes it seem real, not just an act.

Your brand must be authentic, not try to fake it, because you will be found out. Some brands only cater to a group when it is convenient to do so, rather than being part of the fabric. DC is one of the most recognizable brands to skaters because it has always been authentic.

I hope that you are learning as much as I am from these political campaigns.

Filed under: Advertising, Marketing Trends