What Brands Can Learn From Barack Obama

If companies and brands require any further proof that communicating with spirit and conviction as well as telling interesting stories is effective in attracting people's attention (and subsequently getting their buy-in), then look no further than Barack Obama's barnstorming win in the US Presidential race.

Obama spoke fervently and relentlessly about hope and change. He didn't get bogged down in detail - much to the chagrin of the media and his opponents who no doubt wanted to better understand the nitty-gritty of what he stood for. 

But the public didn't care. 

The people attended his rallies in their thousands. They chanted, they cheered - and ultimately, they voted overwhelmingly for Obama.

Obama's message of change was often peppered with human stories that the masses could relate to. Emotional stories. Real stories.

For example, in his victory speech Obama spoke passionately about a 106-year-old African-American woman named Ann Nixon Cooper highlighting her up as someone who embodied the spirit of his election win.

Obama said Cooper "was born just a generation past slavery; a time when there were no cars on the road or planes in the sky; when someone like her couldn't vote for two reasons -- because she was a woman and because of the color of her skin."

The story added a dimension and strong emotional flavour to his now-famous acceptance speech.

Granted, we're talking about the most expensive and drawn-out presidential battle in US history, but the lesson for brands is still clear.

Communicate with spirit and conviction.

Believe in what you say.

Be creative.

Be bold.

Tell a story.

Have a point of view.

Engage your audience.

Take note of feedback

Become involved.

That's what the public wants and ultimately, that's what people will overwhelmingly relate to. 

Barack Obama understands that. Does your organisation?

Full text of Obama's victory speech.

BBC video report on Ann Nixon Cooper.