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Obama is great – at branding

Whether you agree with President Obama’s policies or not, you have to admit that his branding skills are impeccable. He has successfully created a brand for himself, not only as a person, but as an idea and a movement. Everyone talks about his success in harnessing social media, but what he really did was transform a customer strategy into a branded customer centric initiative that everyone wanted to be involved in.Recover.gov and TIGER logos

Now he is doing it again by branding his recovery programs. This may sound pretentious, but it’s actually a very smart idea. Obama just unveiled new emblems (logos) for the American Recovery and Reinvestment Act (ARRA), and the U.S. Department of Transportation’s TIGER (Transportation Investment Generating Economic Recovery) team. By branding these programs he is not only giving them credibility, but he is creating a symbol for people to easily recognize and understand. 

“These emblems are symbols of our commitment to you, the American people. When you see them on projects that your tax dollars made possible, let it be a reminder that our government, your government, is doing its part to put the economy back on the road of recovery.”   – Barack Obama

Ultimately this gives the perception that Obama truly cares about these programs, and shows his followers that he is actively working on them. Pay attention to Obama’s initiatives and try to create this type of energy around your customer loyalty program. Show your customers that you care about them and that you want their loyalty, and are willing to work for it. Creating a branded strategy around your program will also give your employees incentive to put the customer first, which will help in building customer loyalty.

Jeff Wiggington
Marketing Communications

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