How to Brand Obama 2.0

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The slogans “Yes We Can” and “Change We Can Believe In” transformed then-Senator Barack Obama’s underdog bid for presidency into a frenzied, anti-incumbency movement that launched him to the Oval Office. Fast forward to today, and President Barack Obama has officially begun his re-election bid, though the word “change” is probably the last one he wants to hear.

Cindy Gallop, advertising consultant and former chairman of ad agency BBH, talks about  how Barack Obama — one of 2008’s most ubiquitous, powerful and recognizable brands — can re-brand himself to a increasingly dissatisfied electorate in 2012.