This isn’t a political post. This post isn’t about whether or not the health care law is a good idea or a bad one; it’s not about red or blue; it’s not about who you voted for in the last election or who is in office right now. It’s about marketing and why politicians are good at selling ideas, and even personas, but have so much to learn about products, positioning and product marketing.
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Obamacare was to be a disparaging pseudonym to a law that passed amid a nation divided on the cause. It was a label intended to underscore everything that was wrong with the law.
In a gesture of political jiu-jitsu — to use technique against brute force — the administration seized upon the term, embraced it and repeated it on every medium available: in the print, broadcast and online and across earned, owned and share media. It was a rallying cry.
Obamacare used content marketing to brand the new law to be synonymous with the administration and it’s principle proponent. Whether aware or not as to the vehicle for branding, it was a conscious effort and it worked.
Then the website launched and promptly flopped.