The Branding of the President 2008

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Last week I wrote about the "Buying" of the President, that is, financing the election in a capitalistic country with weak controls on campaign spending. "Branding" of the President is about the imagery and icons used to "sell" the President. The "framing" of the message itself is important (consider the work of cognitive psychologist George Lakoff), and we see this now as we have multimillionaire candidates talking about who is "elitist" or "looks down on people." "Branding" has less to do with the message itself (though slogans such as "Experience" or "Change" can be incorporated if they are "short enough to fit on a bumper sticker") and more to do with the "visual" and perceptual image that a candidate and his campaign exude and become associated with, even subconsciously.

This article from International Herald Tribune compares the "branding" of the candidates, using Obama as an example of a "new brand," as his campaign has paid careful attention to visual identity and graphic design. I read the article and then paid a visit to the "store" at each candidate's website, with attention to iconography and image.

Most politicians play it safe. Hillary Clinton uses the familiar conservative style with serif typefaces and red, white and blue. A trip to the "store" at her website does show that she is also selling "Hillary" signature shirts in brown, as well as "Got Experience" shirts playing on the "Got Milk" idea. She seems to be using her full name again, following staffing changes, perhaps to individuate herself.

McCain tweaks tradition slightly with his choice of black, white and yellow and adds a military star so we remember his service, resulting in a relatively "macho" image. He can draw on his past and try to draw attention away from his age. His "store" has nothing flashy or extra, though he did have a green St. Patrick's shirt. He does also associate himself with Nascar and Budweiser (his wife is an Annheiser-Busch heir), to reinforce the "regular guy" image.

Obama moves into the Web 2.0 era but uses predominantly the conservative color of blue, to suggest experience, since he is attacked as being a newcomer. He adds a sunrise with the red stripes of the US flag at the base, but a communication of hope as well - a new dawn. Cool Gotham type is used, which people recognize from contemporary items such as organic food packaging but also associate with 1940s nostalgia, since that's when it was developed.

Obama's "store" is easy to find on his website, and items are frequently on "back order," including a hip poster by skateboarder turned political artist Shepard Fairey, This piece makes a sly reference to Fairey's "Obey" series, with Big Brother pieces which appeared in public spaces all over the world. This reference is also obscure to many people over thirty five, but Obama's campaign excels in reaching the young, with an overwhelming presence on FaceBook, MySpace and other social networking sites, and use of text messaging and other new technologies.

Hillary and McCain opt for consistent identities that look much the same anywhere. Obama chooses a "dynamic" identity that is recognizable but has variations depending on who he is talking to. His team customizes identities for states and groups, tucking symbols inside the "O" letter. Environmentalists have a green and yellow sunrise, kids have hand-drawn lettering, and so on. Obama also has the most items at Cafe Press, which are not official campaign merchandise, but are sold by supporters and/or entrepreneurs. Here you can find Hillary items which mimic "Rosie the Riveter," real and ironic McCain items (such as the boxers with McDonalds arch and a cane), and a multitude of Obama items. (The last three items are from Cafe Press, fairly randomly selected.)

Most of us probably vote based on substance and the issues, but "branding" is something we are exposed to every day of our lives, so probably plays at least subtly into our decision.

Here is a video of Chicago artist Ray Noland, making Obama street art.

(Note: This website does not endorse candidates)
For a discussion of the candidates' use of the internet and the style of their persona which is fascinating but a little beyond the scope of this article, go to "Only Connect" by Michael Hirschorn, in the new issue of Atlantic Monthly, which is not yet available on-line.