The Obama brand

The following are excerpts from the article "How Corporate Branding Took Over the White House" written by Naomi Klein and posted in AlterNet. Naomi is an award-winning journalist and syndicated columnist, and the author of an earlier international best-seller: No Logo.

"The Obama's team has marshalled every tool in the modem marketing arsenal to create and sustain the Obama brand: the perfectly calibrated logo (sunrise over stars and stripes); expert viral marketing (Obama ringtones); product placement (Obama ads in sports video games); a 30-minute infomercial (which could have been cheesy but was universally heralded as "authentic"); and the choice of strategic brand alliances (Oprah for maximum reach, the Kennedy family for gravitas, and no end of hip-hop stars for street cred)."

"Though it's too soon to issue a verdict on the Obama presidency, we do know this: he favors the grand symbolic gesture over deep structural change every time. So he will make a dramatic announcement about closing the notorious Guantánamo Bay prison - while going ahead with an expansion of the lower profile but frighteningly lawless Bagram prison in Afghanistan, and opposing accountability for Bush officials who authorized torture. He will boldly appoint the first Latina to the Supreme Court [Sonia Sotomayor], while intensifying Bush-era enforcement measures in a new immigration crackdown. He will make investments in green energy, while championing the fantasy of "clean coal" and refusing to tax emissions, the only sure way to substantially reduce the burning of fossil fuels. Most importantly, he will claim to be ending the war in Iraq, and will retire the ugly "war on terror" phrase - even as the conflicts guided by that fatal logic escalate in Afghanistan and Pakistan."

"Obama played the anti-war, anti-Wall Street party crasher to his grassroots base, which imagined itself leading an insurgency against the two-party monopoly through dogged organization and donations gathered from lemonade stands and loose change found in the crevices of the couch. Meanwhile, he took more money from Wall Street than any other presidential candidate, swallowed the Democratic party establishment in one gulp after defeating Hillary Clinton, then pursued "bipartisanship" with crazed Republicans once in the White House."

So, "the problem is that his actions do not come close to living up to the hopes he has raised."

Simbolically.