Advertising Age, which named Barack Obama its Marketer of the Year in 2008, is digging through the Wikileaks DNC revelations and reporting on how Hillary Clinton is being managed as a corporate product. Suffice to say, this is not a small topic behind the scenes. Here’s a little snippet from a very long dialogue about the Klinton campaign’s logo design:
We have a gift in the Hillary Rodham Clinton brand because of massive recognition/awareness. Obama did not start with this. At the same time we must create a new, fresh view of that familiar brand in a truly authentic and compelling way.
To be clear, a logo can communicate and aid attribution of qualities, but it is not a proxy for the messaging of the campaign until they are relentlessly connected and delivered, repeatedly and consistently. That’s when brands take on meaning.
Rousing stuff, isn’t it? Our grandchildren will surely thank us for attending so diligently to the epoch’s burning core question of “when brands take on meaning.”