'A promise kept'. It's the best definition of a brand that I've heard. And the man that has taken brand to a new level was inaugurated as the 44th President of the United States of America this morning (Melbourne time). President Barack H. Obama's campaigns for both the Democratic nomination and the Presidency rewrote the rules of political marketing, and provides the definitive case study of communicating a seamless brand across both broadcast and digital media. The Obama brand, if there was an accurate way of measuring it, would surely be amongst the most valuable on the planet at this moment. How much it is worth in four years' time will depend on his ability to keep the difficult promises he has made. I hope, for all of us, that he does.
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