"Obama and Clinton make an interesting contrast in brands," says Professor John Quelch, senior associate dean at Harvard Business School and coauthor of Greater Good: How Good Marketing Makes for Better Democracy. "Obama communicates that he loves people, and Clinton communicates that she loves policy." Consider Starbucks, Quelch says. "People love it for the experience, not for the specifications of the coffee." Obama, through his inclusive Web site and, yes, his lofty rhetoric, reinforces the notion that everyone is included and that this movement is actually a conversation to which everyone is invited.
Zie: http://www.fastcompany.com/node/754505/print
Consider Starbucks, Quelch says. "People love it for the experience, not for the specifications of the coffee." Onthouden!
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