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Expert: McCain/Obama Campaigns All About Branding
If you think you've seen a "change" in presidential candidate John McCain's messages, you're right. The word "change" used to be Barack Obama's territory, but now McCain is using it. Bobby Grossman, a media consultant in New York City, says the change is all about branding.

Grossman says looking back, Hillary Clinton wasn't successful against Obama largely because she went after the person, and not the Obama brand that represents "hope," "change" and "celebrity status." He says the McCain campaign must have caught on. "We saw McCain was successful in his celebrity ad because it was an ad that didn't go after Barack Obama, but went after the celebrity branding," he said. "Suddenly it started to stick. So now you still have hope and you still have change. Hope can turn into false hope pretty quickly. Change can go from 'change you can believe in' to 'change you can count on.'"

Grossman still sees trouble for the McCain-Sarah Palin team. He says the campaign is too focused on McCain's military background and experience, when the focus should be on the economy. "McCain's service or McCain's experience in Hanoi, at the end of the day, isn't going to help someone make their mortgage payments," he said. "So I think Obama has it right and the campaign has it right. Economy, economy, economy. If there was ever a time for 'It's the economy, stupid,' it's right now."

(Source: Illinois Radio Network)
09 12 08 by Newsroom
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