ASSUME THE POSITIONING

Obviously, I cannot say for sure if Obama has read this, but he has been known for duplication..

"The book "Positioning" describes a revolutionary approach to creating a "position" in a prospective customer's mind, one that reflects a company's (or a competitor's) own strengths and weaknesses as well as those of its competitors." Writing in their best selling book, advertising gurus Ries and Trout explain how to:

1. Make and position an (industry) leader so that its name and message wheedles its way into the collective subconscious of your market and stays there (see below)
2. Position a follower so that it can occupy a niche not claimed by the leader (charismatic, positive)
3. Avoid letting a second product ride on the coat tails of an established one
4. Use leading ad agency techniques to capture the biggest market share and become a household name
5. Build your strategy around your competition's weaknesses (public speaking, likability)
6. Reposition a strong competitor and create a weak spot (status quo, experience as a negative)
7. Use your present position to its best advantage (with perfection)

One thing they say is that you must refine the idea of your product down to a single word, and then own that word. You think copiers, you think Xerox, you think of gelatin, you think of Jello. It goes like that. So you're in an election year when the president's approval rating is at 30% and possibly even sinking. What does this show the people want? Change. So what's your word? Change! Make a sign with "change" in a large font and put it on the front of your podium every time you speak. Fill the audience with "Change" signs. Make TV viewers see those signs day in and day out until they are dreaming of them. After awhile even when people go to the grocery store and ask for change, your name and face will flash in their minds. Classic.

Then there's the "Yes we can!" chant. Can what? All they know is that for the first time in a long time, the Obamanites get a sense of power affirming their own potency as part of a large group. No doubt a good chant causes a hypnotic effect. Shaklee, Tupperware and Avon meet Obama.

And then there is the subliminal effect of his Southern Baptist sermon style of speaking, which is working to perfection, and really getting everybody whipped up into a frenzy.. Highs and lows in intonations, and a deep, low speaking voice that captivates in style; so much so you don't realize he isn't saying anything.

All I am saying is his campaign parallels classic modern day advertising and marketing methods to a tee. His machine has produced and packaged a new product, with little or no previous history to attack, and has amassed a true cult following beyond all expectations, or reason.