An ivy perspective on the success of The Brand Called Obama

Readers know that I'm a career-politico and a student of the 2008 Election. The last two years have offered many lessons for those seeking new jobs and/or engaged in career transition.  I've shared my own perspectives during the last year:  check out the views expressed by Harvard Business Online (The Managerial Triumph of Barack Obama)

John Quelch's post in Business Week is one of three "ivy-covered" views of Obama's victory.  It reads like a comment on my Lessons from the National Interview; here's a summary of his points that circle back to inspire anyone involved in personal marketing:

  1. Obama's personal attributes were fleshed-out and visible to voters: interpersonal & communication skills; composure; his compelling story
  2. He engaged support from the ground-up; perhaps the Harvard-educated Obama was inspired by the idea of the "learning organization," advocated by a professor on the other side of Cambridge, MA – Peter Senge.
  3. Dominated the use of technology – multiple websites; the blogosphere, You-Tube, podcasts, and an incredibly effective infomercial (33.5 million viewers)
  4. The campaign targeted an inclusive array of voters; went beyond likely voters and discovered the power of early voters.
  5. Message of hope delivered during time of doubt and despair resonated with possibility
  6. Obama had some noisy gremlins in his closet; he dealt with them early-on and in a poignant and transparent manner.  When the Republican Party of Pennsylvania pulled them out of the closet In October 2008, they were marked as "past season." 
  7. TEAM – The team Obama assembled to market his candidacy and run the campaign was outstanding.  Quelch rightly points to the selection of Joe Biden as VP – a choice that filled Obama's foreign policy gap and reassured voters about Obama's judgment.