Branding Obamessiah

In 2004 a small cadre of Democratic politicos and communications experts met to hatch a secret plan to elect a largely unknown black American to the highest office in the land in only four years. Knowing that their chosen man would have to rise above Hillary Clinton and the eventual Republican candidate, and employing everything from intimate social messaging to stadium-filled political "revivals," Team Obama created a new style of political leader defined by the "Sacred Six"...
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In 2004 a small cadre of Democratic politicos and communications experts met to hatch a secret plan to elect a largely unknown black American to the highest office in the land in only four years. Knowing that their chosen man would have to rise above Hillary Clinton and the eventual Republican candidate, and employing everything from intimate social messaging to stadium-filled political "revivals," Team Obama created a new style of political leader defined by the "Sacred Six" characteristics of a religion—a Creation Story, sacred words, sacred images, sacred rituals, true believers, and a messianic leader. The resulting "Devotional Code," elicted voter chants of Hope, Change, and Belief ("Yes we Can!") and formed consumate relationship between voters and candidate Barack Obama. The astounding victory of Barack Obama over veteran Republican John McCain and charismatic running mate Sara Palin firmly established the Obamessiah brand. But the 2008 victory also foreshadowed the future of American presidential politics in the age of instantaneous social media that can be used to capture younger voters who seek politically untarnished candidates that they can truly believe in.