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.
Time for a Change? Identifying Attributes Drives Rebrand Research
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