It is hard to imagine that happening in the United States presidential election before the party primaries, Hillary, Obama, PK affects so many people in the world, including me.
Like many others, I look at the "front runner boy" Obama, this is a sky of fast brand case, this is also a challenge to the traditional brand of new brands. Hillary VS Obama is also a classic case of summary of the brand, we can from them see Apple challenges IBM, Pepsi challenge Coca-Cola, in fact, Obama is doing.
We recall Obama 3 January this year to launch the marketing campaign, held at the Iowa Democratic Party's candidate selection meeting, Barack Obama in a total of 22 million ballots to 17000 advantage in the presidential nomination elected quarter beginning of beat Hillary. This result also attracted thousands of media attention, it was said that this fascinating black members can and John f. Kennedy, Martin Luther King ·, even Ronald Reagan. Anyway, Obama was running for the nomination of a new brand to open the profile path.
The next time, Obama zhongpansheng, March 10, Hillary said publicly that Hillary Clinton can be composed of Mr Obama's campaign partner +, based on the premise that Obama as the Vice President appears on the ballot, but Obama will be refused.
Hillary and Obama's PK, two marketing philosophy of PK, I am more concerned about Barack Obama embodies marketing 2.0 concept:
First, the change of brand positioning. Lausanne International Management Development Institute Professor James Pulcrano think EMBA, Hillary and Obama have obvious differences of brand positioning.
Obama is a new brand, he begins by selecting the "change" and "break the traditional" positioning. He describes himself as "hope traders". He argued that if the country has sunk in on the "Bush · Bill Clinton" old political regimes, the change is not possible. Obama provides vision, claiming that you want to change and create new political rules, at the grass-roots, young people and to get support of proletarian. Obama keeps on voters said: "we want change, not to let the old ban people over and over again playing the same old political game. "In this extremely dynamic campaign, Obama led the voters call again and again:" we can! we can! "
While Hillary is a traditional brand positioning, she stressed her own empiricism, stressing their own experience and seasoned. In fact, Hillary Clinton during the first term, as a health care reform plan, had almost textbook-like management of practice.
Here may wish to look at the technology of ridicule: Obama like Apple Mac, but Hillary is a traditional PC. Mac modeling simple, is a young fashion symbol, and the traditional PC reliable and durable, fixation of the market.
Second, based on the design of innovation. To understand the difference between design strategy, the most appropriate means of their campaign websites. Obama site (www.barackobama.com) design cool looks very Apple, compact, interactive. The Hillary site (www.hillaryclinton.com) is more traditional, looks very IBM.
Third, even good at Internet marketing. Although Hillary, Obama's marketing team bring Internet as an important marketing tool, but it is clear that Obama in this regard. In Obama's Web site, not only can you set up a blog, join the Facebook community, you can also download Obama's speech as ringtones.
Although Hillary website also has a MySpace, YouTube, Facebook, Flickr, however, Hillary's approach is like a break in the Internet world of traditional big brother, and not in place.
Obama really amazing is that he understood the spirit of the Internet, take a PULL (La), instead of spending money only to PUSH (push) policy. You must look at YouTube, "Obama Girl" story, the video describes a young beautiful woman singer to express themselves on the Democratic presidential candidate Barak Obama love ·. "Obama Girl" on YouTube's Browse number more than 400 million times, and repeatedly appear in television news and talk shows. Obama has a classic case of network marketing.
Fourth, to establish a clear enemy. For a beginner, a clear stance of the enemy, to clear their brand image. The Obama campaign's first slogan is "change", the destination points directly to the party's empiricism and traditional routes. In fact, Obama's change of pioneer, the image should also thank him for a brand identity of the enemy.
Fifth, Obama's grassroots marketing network. Obama's marketing 2.0 indicates that the most essential is your user mode 2.0, Obama for cantonal population composition and geographic analysis, fundraising and the opportunity to have a good planning. Hillary has been committed to attracting the wealthy, big money, many people have contributed to the legal provisions of the upper limit of $ 4600. But Obama is committed to a vast network of grassroots fundraising, attracting $ 25, $ 50, micro-donations add up, staying power powerful, and easier to manufacture user loyalty.
You reach the marketing 2.0? may wish to compare Obama.
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