01-21-2009 - Brand Postioning - by John Malmo.
Memphis, TN – Election day 2008 will go down as the biggest marketing day in history. President Barack Obama successfully defeated both the best known woman in the country, Hilary Clinton, and a very well-respected war hero and fellow Senator, John McCain. The President won, in part, by finding a brand that worked, and sticking with it. While the others kept redesigning their campaign efforts, Obama stuck to one word: Change.