10.10.09

Brand Obama

"I'll take a bottle of the Obama. It's smooth, isn't it?"

At least we can all now be open about the fact that Obama's election was essentially marketing.

"Hope" is promise, not delivery. Offering "change" without specifics is like stamping "new" on  washing powder.

By awarding a prize for essentially expressing hope, the politicians behind the Nobel Peace Prize have aligned themselves with advertisers, who play to our hopes and aspirations, rather than whether the product actually does anything.

Like an advert for Benetton or Coca Cola, the face is neither black nor white. No character, just charm with a flash of smile. Not you, not me, but he doesn't offend anyone. 

When Ford developed the Mondeo, marketing gurus sent the car's design through a series of focus groups, where they monitored consumers' reactions, removing any edge, grit or individual character from the car that could irritate potential buyers.

When marketers have to sell a bulk wine that has nothing identifiable or tasty about it, they call it "smooth". They add a homely story on the back label to provide some heritage.

As you can see, it's a joke. But that is what the Nobel Peace Prize committee has found worthy of its award.

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