10. Bringing It All Together: Launching Your Brand

Some people have called it the campaign of the century. Others have called it the best campaign ever run in the political arena. Still others proclaimed that the use of the Internet was absolutely genius and won the presidency. President Barack Obama and his team created and launched a personal brand that redefined the idea of a campaign. They planned and developed a story and then built that story into a campaign centered on change.

The campaign redefined the idea of using traditional and grassroots promotions. The Internet, blogging, Facebook, and the creation of content were used to win the hearts and minds of the American public. Obama’s people accomplished all this by planning and launching ...

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