Time for a Change? Identifying Attributes Drives Rebrand Research


Barack Obama’s 2008 presidential campaign was remarkable for its simple, consistent messaging that revolved primarily around two words, “hope” and “change.” In 2012, however, the Obama reelection effort has multiple messages, many of them in response to Republican criticism of his effectiveness in his first term in office. In effect, Obama has had to rebrand himself, not unlike corporate brands whose situations may change for any number of reasons, including lack of relevancy; a crisis that causes negative public perception of the brand; and business growth—or lack thereof. Currently, the fast food industry and beverage companies are under pressure—from an increasingly concerned public as well as government regulators—to address the obesity problem in the U.S.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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