Obama: currently probably the most popular brand

It is not him anymore, he became it, the brand »Obama«. And nevertheless Barack Obama is a real person for all of those who admire or love or follow him. Even though, it may be that the Obama behind Obama is a very different person. But he allows us to project our hopes and expectations onto his ample versatile body.

Barack Obama was built a brand in the shortest period of time (shorter than Google). Obama, Apple, Coke and very much same of a kind. They share a lot of attributes the say way the president is presenting himself. They’re meant to look transparent, empowered, hopeful, accessible and democratic to a certain degree. Non-intimidating and trustworthy. At its heart, authenticity is about practicing what you preach; knowing about who you are and what you do best.

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