President Roosevelt's famous quote has excited countless advertisers.

"Don't be president, advertise people." This famous quote from President Roosevelt has made countless advertisers excited.

In 2012, Obama defeated Mitt Romney, a successful re-election, using gadget his skills to let us see the link between the two and marketing "far from the plot of the country," the enormous energy.

"President's war-Obama's political marketing" Li Guangdou/New World Press

It is no exaggeration to say that Obama's road to president is a brand marketing textbook, Obama is familiar with the way of political marketing:

A dream, a slogan, so that people who support themselves against their own people; The grassroots Obama knows how to show charm, impress, and sell dreams. The Obama team has crafted a brand of Obama to change the history of American politics with sophisticated marketing techniques.

Good at collecting public opinion--market research

Research is the basis of decision-making and the prelude of marketing.

The right remedy, can charm, how to find the crux of the problem? The key is market research! Obama can win the 2008 presidential election, and in 2012 before the economic downturn, the U.S. presidential election to break the spell, a successful re-election, "symptomatic" to remember Shoukong.

After widely gathering public opinion, Mr Obama realized that voters were most concerned about the economy in the midst of the economic crisis, with a set of methodical "combination punches" that would eventually lead to the White House.

As economic reform stagnates, angry people cast their anger on bloodthirsty Wall Street, and as the "Occupy Wall Street" rages on, Mr Obama, who quickly caters to the public and attacks Wall Street, has benefited.

When people think that the government's counter-terrorism is ineffective, Osama bin Laden was killed in time ...

All of these are in the market research, collection of public opinion on the basis of this highly marketing awareness of the "right remedy", quite a reference.

Openly express their own policy ideas and persevere--single brand appeal

The distinctive and firm brand proposition is the birth of buying behavior, building the core of loyalty, on the basis of the collection of public opinion, Obama at the beginning of the campaign to put forward a clear and concise brand appeal-"change" (changes), and in various occasions, the media to promote their "changing" determination and confidence.

With this word alone, Mr Obama has embraced economic issues, race issues, party issues, climate issues, social security issues and so on. Many brand demands have been condensed into a single brand appeal, and Obama's policy propositions have become clear and persuasive.

Economic downturn, "change" is imperative, which greatly stimulated the hearts of the United States voters. Seeing this proposition, voters are bright, heart a hot, immediately become Mr Obama's loyal fans, since then, wherever it has been, the inevitable upsurge of morale, "change! change! " The shout is resounded through the sky. and "Change" also logically became the top ten most popular words in the 2008, the impact of the big, the spread of a wide, can be seen.

It is the most fascinating proposition of change. Even the women who have never cast their ballots have gone out of their homes and cast a sacred vote, and the number of votes in 2008 has been a record of U.S. presidential election history!

Brand expensive in insist. On the eve of the 2008 election, the "change" has become the brand symbol of Obama's insistence on this proposition in his four-year term.

Public expression of their own policy ideas and perseverance, and detailed, this book will answer for you.

Distinctive political language--advertising slogan

Marketing is a system engineering, distinctive brand advocates need to use with advertising slogans to complement each other, and understand the true meaning of the political spread of Obama in the heart.

So in the "change" at the same time, "Yes, we can" this catchy and both the connotation and appeal of the advertising slogan was created and widely disseminated. This vibrant and hopeful campaign slogan not only suggests that Mr Obama can save the United States, but also suggests that only together can change America. Like Nike's "ethically Do It", "Yes, we can" shaped the most scarce but essential spirit of the United States at the time--and inspired a great passion among the younger generation.

This concise and direct campaign slogan is easy to mobilize the enthusiasm of voters, so the suffering of the economic crisis of American voters feel that they are the leader of change. The slogan spawned action, they went to the ballot box and voted for Obama.

The story behind the slogan "Yes, we Can" is also worth digging and learning, such as what is the enlightening significance of Obama's opposition to love? For example, from this slogan how to extend the birth of a series of widely disseminated marketing masterpiece ...

Good at using the media to establish communication--brand communication

In the network age, the way of social Information transmission has changed in essence. The Top-down pyramid mode of communication is yesterday, the information dissemination has been fully into the flat network model. The victory of Obama's campaign, and his success, magical new media to build brand communication inseparable.

Obama is known as the "Internet president", his election victory, is the victory of brand communication, but also the success of the Internet.

Obama has long been aware of the Internet's great skill in brand communication, so Chigau a large number of internet giants, such as the founder of Google Schmidt, ebay founder Steve Wesley, Facebook founder Zuckerberg and Mr. Jobs have been advising them. And online video, personal websites, e-mail, video games ads ... All sorts of moves have accumulated the broadest popularity for Mr Obama and his opponents ' Xiang campaign funds.

To further strengthen the brand communication with the electorate, social networking sites have become one of the main battlefields of Obama, with more than tens of millions of fans on Facebook and Twitter.

This book reveals how Obama skillfully borrow the Internet for brand communication, under the surface and what is the secret, the marketing skills and how to learn from?

Be good at displaying personal image--advertisement

From a traditional standpoint, running for president is about seniority and experience. In those days, Hillary and McCain, who had a lot of political experience, clung to Mr Obama's inexperienced pigtail, Hunt ...

Just as the Pepsi Classic "New Generation of choice", the junior Obama soldiers to take the risk, playing a "young card" to show their youthful, vibrant personal image, eventually new, the White House, so that experienced Hillary Clinton to "work for themselves."

Car stickers, ubiquitous t-shirts, posters, even Superman version of Barack Obama, Lincoln version of Obama, cut the tile Obama ... It is Obama's begotten to show his youthful image.

Celebrity endorsement and humorous?—— advertising skills

Smart advertising skills can run things quietly affect consumers, and in its mind to leave the brand, the most intelligent approach when it is "through force", and skillfully borrow stars to do Word-of-mouth marketing. Mr Obama is a master.

From a number of Hollywood first-line stars to the Obama fundraising dinner to the Rolling Stones as a record cover; from "Sex and the City," the heroine Jessica Parker in the advertisement of the story to Tom Hanks for his re-election campaign ad film dubbing ...

"TV queen" Oprah, Hollywood "box office security" Will Smith, and Leonardo DiCaprio, Judy Forster ... These Hollywood first-line stars are Obama's spokesmen. Political giants such as Mr. Jobs and Zuckerberg, such as Silicon Valley bosses, Clinton and the Kennedy family, have also played for Mr Obama. With such a strong star squad, it's hard for Obama to win the presidential election!

Obama to do push-ups, Obama let children petted, Obama in line to buy hamburgers in the street, Obama in the assistant weigh "hands", Obama in the heavy rain speech, Obama on the Internet photos to prove his identity, Obama painted walls ... The story of countless humorous and friendly people has made Obama no longer superior, but has become flesh and blood.

How did Obama attract countless stars? And how to borrow the star's "Tiger Skin" to do their own "big flag"? What is the marketing trick behind the celebrity endorsement? And how can we draw on the communication skills of the humorous and the people?

From the collection of public opinion to the public expression of their own policy ideas and persistent insistence, the creation of a distinctive political language, the use of media to establish brand communication, skillfully borrow the internet to display personal image, celebrity endorsement and humor of the people, Obama won the presidency of the secret is a brand to conquer consumers six of the song And its excellent use of story marketing, slogan marketing, effective marketing and effective crisis PR is to let countless brands shame.

Marketing Master Obama, we should study hard!