How important is powerful imagery and careful positioning?

By Andrew Kenneally

Obama standing next to France's President Nicolas Sarkozy.

Obama’s recent trip to Europe had me in awe at the powerful imagery and careful positioning executed by his campaign.

Apart from stealing any and all media coverage from his opponent, he demonstrated in a very short amount of time that: (1) he could do the job by standing toe to toe with foreign heads of state, (2) he understands foreign issues; and (3) he wants to work with our foreign neighbors and re-build the bridges that so many Americans believe were destroyed post-911.

However the question arises, did it work? Was it worthwhile? Did Obama’s trip make up for his lack of foreign policy experience? According to CNN Polling Director Keating Holland, “not really.” But imagery and careful positioning are powerful, especially for the last minute voter. Just ask the last two who ran for the office.

In 2004, Senator John F. Kerry's windsurfing provided his foes with a metaphor for what they termed his shifting with the winds.

While campaigning against John Kerry, Bush was routinely positioned at BBQs and baseballs games - activities that all Americans could relate to. His opponent - on the other hand - as retold in the Boston Globe (Politicians on vacation: the sun, the sea, the gaffes) was photographed wind surfing and snow boarding. His campaign may have been trying to show his youthfulness, put the majority saw his activities as elitist and outside the reach of most Americans.

The vote is still not out on how much an impact Obama’s trip will ultimately have on the American public - time will only tell. But powerful imagery and careful positioning has always been the hallmark of a successful campaign - public or private.

Also posted on www.rpgworld2blog.com