Branding Case Study 001: Fashion Police cite Obama

Written on the 20 July 2009 by Rachel Quilty of Jump the Q.

Well, you would think that the world had better things to talk about then the US President’s jeans.

No - we we're not investigating the complex DNA molecular structure that makes him unique and identify how this man came from nowhere to leader of the free world.

No – we we're talking about the jeans he wore to bowl the first pitch of the Baseball World Cup.

Now, while some people may disregard this as gossip magazine fodder. Branding and marketing experts are delighted to witness this first inconsistency in the brand call “Barrack Obama”.

We witnessed an important branding lesson. What the fashion police labelled as ’grannies pants’ and a huge faux pas, the branding experts identified a simple branding mistake.

Lesson number one in branding is to deliver a marketing message match. What? You ask.

Well, it is simple. Determine what your audience expects and deliver you message to match that expectation.

When we think of President Obama we may think polished, articulate, well groomed and professional. When we consider Obama’s well worn, ill fitted old jeans, we receive a different message. We get an incongruent picture to what we would have expected.

Our mind begins to question which message is correct. Our brand is questioned.

Lesson from Obama: Don’t disregard your appearance, even if it is a relaxed event. This can be a trap for the unsuspecting on conference or attending a business social event. Always be well dressed and maintain your image to be consistent with that of your professional image. Ensure your wardrobe supports your personal and professional image at all times.

Message to Obama – always wear great well fitted, new jeans to sports events especially if you are going to have millions tuning in to witness your wardrobe mishaps.

For the ladies: Check out this site for jeans that suit your body shape, http://www.zafu.com/ .

For the gents: Check out this brand line extension products.

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Brand Yourself! And Jump the Q! Your personal brand should reflect your abilities and potential. Rachel Quilty, Personal Brand Strategist, known as ‘the Authority’ on personal branding and author of must- have book ‘Brand Yourself’. Go to http://www.JumptheQ.com.au for FREE strategic branding tips. Rachel encourages Jump the Q clients to think strategically when developing a personal brand to get that job offer, gain that promotion or win that client.

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