martes, 11 de agosto de 2009

¿Qué hay detrás de tu marca?

El nuevo libro de Joshua Cooper Ramo se titula "The age of the unthinkable. Why the new world disorder constantly surprises us and what we Can Do about it". Mientras llega la reseña, aquí va una frase de aperitivo:

"In discussing U.S policy toward Russia, President Bill Clinton once complained to Deputy Secretary of State Strobe Talbott, "You've still got to be able to crystallize complexity in a way people get right away". He added, "The opperative problem of the moment is that a bunch of smart people haven't been able to come up with a new slogan, and saying there aren't any good slogans isn't a slogan either... We can litanize and analyze all we want, but until people can say it in a few words we're sunk"".

Bill lo buscó.... pero Obama lo materializó. ¿Por eso su campaña es caso de estudio? Esto es lo que cuenta el blogger que colgó este grafitti en su post de la noche electoral:

It’s almost midnight. It’s the eve of the day I believed would come, yet still seems too good to be true. Some have asked me what I saw in Barack back in 2002 that made me say, “That man’s going to be President one day.” Of course, it’s undeniable that he’s special. Once in a generation. Exceptional. But what I saw in him was not what *he* could do, but what he could inspire *us* to do… and to be. Barack Obama, back when he was a “nobody,” inspired me. He got me interested in things like community organizing, nuclear non-proliferation, net neutrality, and sustainable energy. Then I saw what he did at the 2004 DNC and knew… his time would come.

Que la campaña de Obama fue un hit no es nada nuevo, pero no por ello deja de ser cool. Mientras leo el nuevo libro de Cooper, no puedo evitar pensar en él y su capacidad para materializar, con cuatro slogans brillantes, el cambio que está aconteciendo.

Got it?
Barack Obama

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