Lo que los Mercadologos deben aprender de Obama, Parte 1

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Aqui les paso integro el articulo que escribio Al Ries el dia despues de Obama haber ganado las elecciones presidenciales de los EUA. Espero sus comentarios…

What Marketers Can Learn From Obama’s Campaign
Change — and Positioning — You Can Believe in
By Al Ries Published:

November 05, 2008 Nov. 4, 2008, will go down in history as the biggest day ever in the history of marketing.
Take a relatively unknown man. Younger than all of his opponents. Black. With a bad-sounding name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history.
Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator.
It didn’t matter. Barack Obama had a better marketing strategy than either of them. «Change.»
Nazi propaganda chief Joseph Goebbels was the master of the «big lie.» According to Goebbels, «If you tell a lie big enough and keep repeating it, people will eventually come to believe it.»
The opposite of that strategy is the «big truth.» If you tell the truth often enough and keep repeating it, the truth gets bigger and bigger, creating an aura of legitimacy and authenticity.

Clinton’s ‘solutions’ fizzle
What word did Hillary Clinton own? First she tried «experience.» When she saw the progress Mr. Obama was making, she shifted to «Countdown to change.» Then when the critics pointed out her me-too approach, she shifted to «Solutions for America.»
What word is associated with Ms. Clinton today? I don’t know, do you?
Then there’s John McCain. An Oct. 26 cover story in The New York Times Magazine was titled «The Making (and Remaking and Remaking) of the Candidate.» The visual listed some of the labels the candidate was associated with: «Conservative. Maverick. Hero. Straight talker. Commander. Bipartisan conciliator. Experienced leader. Patriot.» Subhead: «When a Campaign Can’t Settle on a Central Narrative, Does It Imperil Its Protagonist?»
Actually, Mr. McCain did settle on a slogan, «Country first,» but it was way too late in the campaign and it was a slogan that had little relevance to the average voter.
Tactically, both Ms. Clinton and Mr. McCain focused their messages on «I can do change better than my opponent can do change.»
«Better» never works in marketing. The only thing that works in marketing is «different.» When you’re different, you can pre-empt the concept in consumers’ minds so your competitors can never take it away from you.

The Ultimate Slogan
Look at what «driving» has done for BMW. Are there vehicles that are more fun to drive than BMWs? Probably, but it doesn’t matter. BMW has pre-empted the «driving» position in the mind.
The sad fact is that there are only a few dozen brands that own a word in the mind and most of them don’t even use their words as slogans. Mercedes-Benz owns «prestige,» but doesn’t use the word as a slogan. Toyota owns «reliability,» but doesn’t use the word as a slogan. Coca-Cola owns «the real thing,» but doesn’t use the words as a slogan. Pepsi-Cola owns «Pepsi generation,» but doesn’t use the words as a slogan.
As a matter of fact, most brands follow the Pepsi pattern. Every time they get a new CMO or a new advertising agency, they change the slogan. Since 1975, BMW has used one slogan: «The ultimate driving machine.»
Since 1975, Pepsi-Cola has used these advertising slogans:
1975: «For those who think young.»
1978: «Have a Pepsi day.»
1980: «Catch that Pepsi spirit.»
1982: «Pepsi’s got your taste for life.»
1983: «Pepsi now.»
1984: «The choice of a new generation.»
1989: «A generation ahead.»
1990: «Pepsi: The choice of a new generation.»
1992: «Gotta have it.»
1993: «Be young. Have fun. Drink Pepsi.»
1995: «Nothing else is a Pepsi.»
2002: «Generation next.»
2003: «Think young. Drink young.»
2004: «It’s the cola.»
Thirty-three years ago when the «Ultimate driving machine» campaign started, BMW was the 11th-largest-selling European imported vehicle in the U.S. market. Today it’s No. 1.
Thirty-three years ago, Pepsi-Cola was the No. 2-selling cola in the U.S. market. Today, many advertising slogans later, it’s still No. 2.
The average Pepsi-Cola advertising slogan lasts just two years and two months. The average chief marketing officer lasts just two years and two months. The average corporate advertising campaign in BusinessWeek lasts just two years and six months.
To be continued…

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