I ask this question because all businesses can learn from the last few months of political theater. A Presidential candidate must create a ‘brand’ and then manage that brand effectively. Not being able to control your brand image results in your opponent defining your brand, like what happened to John Kerry and the “flip-flopper” image.

Obama has had to deal with Jeremiah Wright, his pastor (or former pastor as it may now seem) and all brands at some time face tough challenges. A brand must always focus on it’s core customers and make sure that this target market feels a specific way about that brand.

Obama has had to fight to protect his brand image of “Unifier” because of statements by Wright and today he came out to strongly denounce Wright’s recent remarks. Interestingly enough, I believe that Obama has both helped his brand and hurt it at the same time.

He has helped his brand among the Superdelegates and White voters while simultaneously hurting his brand amongst many Black voters.

How?

It is clear that mainstream media aka “White media” has not taken kindly to Rev. Wright’s remarks and as expected, lots of White Americans have accepted the story crafted by the soundbites. Black media has not been the same and Rev. Wright’s recent speech at an NAACP event received a standing ovation.

There are a significant number of Black people around the World and especially in America who do not believe that Jeremiah Wright told anything but the truth during his sermon or his National Press Club interview. However, Obama has done what any politician in his position would do - repudiate the remarks and defend his brand image for his core customers - mainstream America.

Obama avoided running as the “Black Candidate” and always made it clear that he was not counting on Black people to vote him into office. He was running as the “Change” and “Unity” candidate. His brand image in the eyes of his target market was being hurt and he needed to get them back on the same page - believing in the brand image he wanted to present.

I do believe that this will hurt Obama amongst many Black voters, especially those that believe this was really an attack on the “Black Church” as Wright put it. I also believe that it will increase his popularity amongst mainstream White Americans who have been hesitant to support him because of his race, especially working-class Whites in rural areas.

The key lesson here is that you must always protect how your brand is viewed by your target market, despite other consequences.

Article Tags: barack obama | jeremiah wright | reverend wright
Filed under: Branding, Marketing Trends, Political Marketing