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From Politics to Fashion: Obama’s SuperBrand

June 5, 2012

We love Obama. And no this is not an homage to the overexposed so called “american capitalism”,often a taboo topic in intellectual salons, nor an open support of political activism or even a biased post following his support of gay marriage. This is an open appreciation of a man who knows the branding game inside out. With a dream team behind him (including Chris Hughes – cofounder of Facebook and PR whisperer David Axelrod) Obama is often seen as the best of the best in the world of brands (see AdAge 2008), exceeding all time consumer favourites such as Apple and Nike.

For this season, branding man extraordinaire, Obama, decided to go against all odds and align himself with two of the most influential people in the history of contemporary fashion. On the one hand, the unique, always pertinent yet often described as the evil queen of Vogue, Anna Wintour and on the other hand, Sarah jessica Parker, the actress that under the alias of Carrie Bradshaw  made shopaholics an official job that goes beyond any ordinary addiction.

However, I couldn’t help but wonder, when branding meets politics, does this waters down and almost degrades any higher political philosophy for commercial purposes? Does that mean that everything and everyone should be sold in the name of consumerism and if so when does one have to stop buying and start thinking?

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