The other day I saw a woman on the Washington, DC metro wearing a baseball cap bedazzled with rhinestones spelling out “Yes We Can!”. On the back of her cap, “Obama 2008” glistened in the tunnel’s fluorescent lighting. Before she got off at the stop for Ronald Reagan National airport with her suitcases, she turned to a young boy sitting next to her and spoke in a foreign language I had never heard before. How did this international tourist obtain this hat and why would she care about a political figure from a foreign country so much that she spent money on such an item?
The answer lies in the Obama campaign’s brilliant marketing that took over online vendors like wildfire.
It all starts with marketing the politician’s image. Former vice presidential candidate Sarah Palin had a whole team of consultants shaping ‘the Palin Brand; in person, on radio and TV and online.
Obama’s image was known around the world, and production companies embraced the pop culture icon to quickly churn out everything from Obama thongs to chapstick to designer clothing with his smiling face making a statement for everyone to see.
from NYDailyNews
The fact that the merchandising was done online lead to success for products in countries around the world.
Still, the global hype brings up issues of protection of politician’s images and the sense that merchandising has taken control over shaping who they are.
After Ty produced beanie babies to look like Obama’s daughters Sasha and Malia, A Wall Street Journal article quoted Ms. Obama’s press secretary saying “We feel it is inappropriate to use young, private citizens for marketing purposes.” Again, in today’s online world, the spread of images and the marketing frenzy leaves Obama and others with little options for privacy, even of personal image.
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