Monday, June 9, 2008
Bubble it up
Great ideas rise the top like bubbles. What the Obama campaign has taught us is how to let go – empower rather than control, and let your audience help shape the brand. Done with finesse, the result is a highly resonate and powerful brand that is authentic because it’s built from the roots up, rather than architected from the top-down. (The Wiki-Way to the Nomination) A powerful lesson in the world of brand management, and how to build strong brands in a web 2.0 world.
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So true: from my.barackobama.com to effective "invite your friends" campaigns to online and real-world forums that allowed folks to express what's troubling them around US politics, the Obama campaign has done a phenomenal job of opening up a two-way conversation with people. As a result, people now talk with his campaign AND amongst themselves, and carry his brand on their shoulders. The people are doing his marketing for him. Powerful lessons for business brands, non-profit brands and even highly networked individuals.
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