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Only Obama Can Rescue US 'Brand'

The Nike of the field draws praise from marketing experts

By Jonas Oransky,  Newser Staff

Posted Mar 3, 2008 3:40 PM CST

(Newser) – Hillary Clinton is the sturdy candidate resembling Microsoft, John McCain evokes Hummer, and Mike Huckabee’s the Applebee’s of the field, but only Barack Obama "has the secret sauce that Brand America needs to regain its appeal." media consultant Jeff Yang writes in Salon. Yang is part of a team studying the "brand's" international standing, and he shares some insights.

Tang's expert panel reviews the pluses and minuses of the other  candidates—Clinton's "anxiety brand," McCain as "the same-old, same-old candidate—accent on the 'old,'" Huckabee's "self-deprecating humility"—before focusing on Obama. His brand plays best internationally, Yang's research finds, because “an Obama presidency represents the potential for catharsis after nearly a decade of frustration with the U.S.”

Democratic presidential hopeful, Sen. Barack Obama, D-Ill., listens to a question from the audience during a town meeting at Westerville Central High School in Westerville, Ohio, Sunday, March 2, 2008. (AP Photo/Paul Vernon)
Democratic presidential hopeful, Sen. Barack Obama, D-Ill., listens to a question from the audience during a town meeting at Westerville Central High School in Westerville, Ohio, Sunday, March 2, 2008....   (Associated Press)
Democratic presidential hopeful Sen. Barack Obama, D-Ill., makes remarks during a town hall meeting Sunday, March 2, 2008, in Westerville, Ohio. (AP Photo/Rick Bowmer)
Democratic presidential hopeful Sen. Barack Obama, D-Ill., makes remarks during a town hall meeting Sunday, March 2, 2008, in Westerville, Ohio. (AP Photo/Rick Bowmer)   (Associated Press)
Democratic presidential hopeful Sen. Barack Obama, D-Ill., greets supporters following a community meeting on rural economy and green jobs at the Hocking College of Energy and Technology Sunday, March 2, 2008, in Nelsonville, Ohio. (AP Photo/Rick Bowmer)
Democratic presidential hopeful Sen. Barack Obama, D-Ill., greets supporters following a community meeting on rural economy and green jobs at the Hocking College of Energy and Technology Sunday, March...   (Associated Press)
With his company's logo seen in the background, Apple CEO Steve Jobs holds up the new MacBook Air portable computer during his keynote at the MacWorld Conference in San Francisco, Tuesday, Jan. 15, 2008. (AP Photo/Paul Sakuma)
With his company's logo seen in the background, Apple CEO Steve Jobs holds up the new MacBook Air portable computer during his keynote at the MacWorld Conference in San Francisco, Tuesday, Jan. 15, 2008....   (Associated Press)
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