President Obama is an amazing brand. Genuine. Handsome. Intelligent. And confident too. So confident that he’s happy to be lampooned on national TV.
In a recent sketch on The Colbert Report he pretended to take over the show and proceeded to read the script on Colbert’s autocue – a script that bagged the president mercilessly. It takes skill and charm and balls of steel to deliver a performance like that.
But it also makes you wonder. If the leader of the free world can laugh at himself, then surely it’s okay for our leading brands to have a sense of humour too. Brand personalities are not meant to be two-dimensional. They’re supposed to be serious and funny and caring and smart and a whole bunch of other interesting stuff.
Volvo used to be the boring dude in a Crosby sweater standing by the punch bowl. Now the sweater’s been thrown on the fire and Volvo has become a leg-splitting Jean-Claude Van Damme. It’s amazing what just one clever piece of content can do to humanise a brand.
What other transformations have you seen this year? Has anyone else been as bold as Barack?
Peter Goodall is BCM’s Creative Director