Much has been written about how well Obama's campaign has used the internet to connect with voters and raise money ($150 m in September alone). In my view the most impressive thing is not just the success of these tactics, but also the sustainability of the core strategy to market Obama as a candidate for change. Politics is very much a marketing craft, where the product is the candidate. Just as marketers conduct extensive research to figure out how to promote a product and generate revenue, candidates do the same to determine which message appeals to enough voters to win an election.

The brilliance of Obama and his advisors is that two years ago they decided to bet their campaign on the message of change. They realized that people were disenchanted not only with Republicans, but with politics overall, and very much wanted to renew the country. Obama's personal story, his oratorical style, and his ethnic background allowed him to authentically embrace this message. Moreover, it withstood a bruising primary battle with Hillary Clinton and the general campaign with McCain. Both of Obama's opponents started by emphasizing their experience, but realized too late that this message was not capturing the mood of the country (didn't Bush/Cheney promise experience, and where had that led the country?). They therefore tacked away from experience and attempted to embrace a similar message of change, without being able to do so as authentically: both had an albatross around their neck (Bill for Hillary and Bush for McCain). It was painful to watch them struggle in their poor marketing positions, trying desperately to escape through stunts (whiskey shots for Hillary, Palin for McCain) that only served to highlight their bad strategies.

Part of my support for Obama is due to my admiration and appreciation for the hard marketing work that went into building his campaign's strategy. It may look simple and feel natural, but as a marketer believe me that only happens through a lot of effort. Here's one of my favorite examples of this message in action. I like it even more that it seems to not have been produced by the campaign.

Whassup Obama

And the original Budweiser commercial circa 2000.

In my view this election turns on three main issues:

1. Security. How do we restore our reputation and the moral authority to lead, and thereby create a more peaceful and just world? How do we successfully resolve the wars in Iraq and Afghanistan, and counter the threats of nuclear proliferation, religious extremism, and terrorism? Where should we source our energy to reduce dependency on volatile regions of the world and improve the environment? How do we accommodate the rise of non-democratic China?
2. The economy. How do we rebuild our shattered credit, equity, and housing markets, and reduce what is soon to be high unemployment? What is the right balance between regulatory oversite and laissez-faire capitalism? How should we deal with globalisation and free trade? How do we balance the budget and reduce the deficit? How do we fix our schools to ensure we have a skilled labor force, and manage our health care so our citizens stay productive? What is the right tax policy - cuts for the wealthy to stimulate growth, or redistribution to create a more fair system? What are we going to do about the ticking time bombs of Social Security and Medicare as boomers retire?
3. Values. What is the right political approach toward abortion, homosexuality, guns, the death penalty, race and gender? Should we encourage or restrict immigration? What role should faith and religion play in our political opinions? Who looks more authentic drinking beer, talking about football and NASCAR, going hunting, and wearing a flag pin?

George W. Bush is leaving office with 25% approval rating, the lowest of any president in modern history. He's seriously blown the first two issues, leaving a disastrous war in Iraq, an economy in tatters and no significant accomplishments. I wonder what our world would be like today if John McCain had won the primary in 1999. I was ready to register Republican to vote for him, but he had lost in South Carolina before the campaign reached California. I ended up continuing my support for Democrats in large part because I've never liked Bush, and it turns out that after eight years most of my fellow citizens finally agree.

I consider myself a political moderate: fiscally conservative and socially tolerant. Though I've mostly voted Democrat I'm fairly independent and willing to go with the party and politician that best represents my views. I like much about McCain: he's a fellow former naval officer, wants to win in Iraq but opposes torture and the prison at Guantanamo that have done so much to weaken our moral authority, and his fiscal instincts are in the right direction. However, on values he has lurched significantly to the right and has been aggressively negative about Obama in this campaign. His choice of Palin was just plain pandering, and at at his age it's a risk we can't afford to take.

But even more I am strongly in support of the vision of America that Obama embodies. He's the child of an immigrant who rose through talent and drive, and is relentlessly positive and upbeat. His funny name, ethnic background and youth will make him an historic president, and help us establish the energy to tackle the security and economic challenges we currently face. Though I am slightly concerned by the details of some of his policies, I believe in his intellect, organizational talent, oratorical skill, and willingness to play hard ball as needed. If there was ever a time when America needed a strong leader who represents the best in our country, this is it. Obama has my vote.

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