A few weeks before he won the presidential elections, Obama beat out Nike, Apple, Coors and Zappos to win the Association of National Advertisers’ top annual award, Marketer of the Year. It was certainly a shift. In the nineties, brands upstaged politics completely. Now corporate brands were rushing to piggyback on Obama’s caché (to wit: Pepsi-Cola’s “Choose Change” campaign, Ikea’s “Embrace Change ’09” and Southwest Airlines’ offer of “Yes You Can” tickets).
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Naomi Klein, No Logo (Source: kindle.amazon.com) |
