Obama won not just the united states' next presidential position but also
many many people's hearts. We can see from that famous speech, 'It’s the answer told by lines that stretched around schools and churches in numbers this nation has never seen, by people who waited three hours and four hours, many for the first time in their lives'. I also saw it from the excitement and happiness on my classmates' faces who come from US.
Paul Temporal, a visiting fellow of SBS discovered the secret of Obama's winning. Let's learn from his article: Building brand Obama
A Central Vision
Understanding the Target Audience
An Overarching and Empowering Message
All sounds familiar, right? I believe every one who studies marketing/branding knows all of them. However, the following paragraph, especially the last piece releaves something interesting: key word "dream":
"Barack Obama has used these established techniques to attract friendship, loyalty and trust and to create a compelling and attractive image that few can resist. By so doing he has changed perceptions in unprecedented ways, not just about himself, but about America, and not just in America, but also globally. The American Dream has been brought to life, and like a global brand, he has made everyone feel they can have a piece of it. "