This past Thursday, January 15th, I was watching the Colbert Report on Comedy Central as I occassionally do for a laugh and to keep semi-up-to-date on the news. I was struck by a segment Mr. Colbert did on Barack Obama talking about him as a marketing tool. The exact quote was "Barack Obama can sell crap...and I mean worthless crap." What followed was a medley of spoof products mimicking collector plates, coins and other collectibles bearing his face and motto. A brief interview with actor Timothy Meadows followed with the introduction of Obamargerine, a traditional Land 'O Lakes margerine tub but with Mr. Obama's face on the traditional Native American emblem's body.

This segment reminded me of a hypothesis I've held throughout the past year of presidential campaigning...there has got to be an MBA on Obama's staff. In the aftermath of the nominations and election, numerous pundits compared the campaign organizations of Clinton, McCain and Obama with the general analysis pointing out the relative disorganization and inconsistency of the other two candidates in comparison with the Obama Machine. That resonated in my own marketing mind as the successful creation of the Obama brand. His message, image, mottos, speeches and debates were consistent throughout the two year ordeal. I can't remember the last time I remembered an image associated with a campaign (the graphic of the white sun rising over a red and white striped landscape).

As a marketer, I've been thoroughly impressed by the variety of communication methods used by the campaign that maintain the main Obama brand of change. Mass e-mails, Facebook, books, YouTube, text messaging, PR...all of these were expertly implemented to drive and grow the Obama Nation. It is a model for marketers in any field on the construction of a comprehensive promotions plan and the power that this can create when fueled by a simple, powerful message.

Also striking is that Obama's campaign has chosen to continue the use of this brand and group of supporters after he is elected. Monies continue to be raised and new initiatives are being formed (Organization for Change announced today) built upon the brand created for the campaign as a tool to motivate Americans toward achieving Obama's vision for his presidency.

While Obama may be a brand capable of selling "worthless crap", it is also a powerful force for the President-Elect to leverage as he begins his term. I can't believe that this powerful brand was created out of luck, but have to think that there must be some 21st century marketers assisting the process. The theories are not unique to political movements, but the campaign is a model of effective, comprehensive modelling that I hope to refer back to as I enter the business world and am responsible for promotions plans for products to consumers.