Obama’s First 100 Days: The Madmen Did Well

It is 100 days since Barack Obama was elected president of the United States. The "Obama brand" has since been named Advertising Age’s "marketer of the year for 2008," easily beating Apple. David Fenton of MoveOn.org describes Obama’s election campaign "an institutionalized, mass-level, automated technological community organizing that has never existed before and is a very, very powerful force." Deploying the Internet and a slogan plagiarized from the Latino union organizer Caesar Chavez – Si se puede! – "yes, we can," the "mass-level, automated technological community" marketed its brand to victory in a country desperate to be rid of George W. Bush.

No one knew what the new brand actually stood for. So accomplished was the advertising – a record $75 million was spent on TV commercials alone – that many Americans actually believed Obama shared their opposition to Bush’s wars. In fact, he had repeatedly backed Bush’s warmongering and its congressional funding. Many Americans also believed he was the heir to Martin Luther King’s legacy of anti-colonialism.

Yet if Obama had a theme at all, apart from the vacuous "change you can believe in," it was the renewal of America as a dominant, avaricious bully. "We will be the most powerful!" he declared.

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