Matthew Dowd
Matthew Dowd has been a campaign strategist in races throughout the country. In 30 years, Dowd has worked for Democrats and Republicans, most recently serving as chief strategist for President George W. Bush in 2004.
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Obama Brand: Truth or Consequences
June 23, 2008 9:58 AM
Opinion by Matthew Dowd, ABC News Political Contributor
In analyzing communications, connections and acceptance by voters in politics or even consumers in business, the most important element is the "brand".
The brand being what is the core value encapsulated in the candidate through which voters accept or reject what is communicated.
In politics, while mechanics/tactics (advertising, mail, grassroots, etc.) are important, they pale in importance to the brand. And what is crucial in any campaign is protecting at all costs the brand of the candidate –- the authentic core of who the person is, why they are running, and how they would lead.
Obama's brand is new to the political marketplace and it is especially in need of protection by him and his campaign.
What is his brand?
From my perspective it is something that involves a new kind of politics, something that doesn't involve political expediency, something that gets past the spin of Washington, something that involves truth and inspiration in order to get the job done.
That is why I believe Obama and his campaign made a blunder flip flopping on public campaign finance for the general election.
Obama had said for many months he would abide by public financing in the fall and now has decided against doing just that. As Liz Sidoti of Associated Press wrote, "Barack Obama chose winning over his word."
Not a good thing at all for his brand. Is it lethal? Probably not, but it's a mistake.
The more interesting thing is that he didn't need to do this.
The way the system works he could have outraised and vastly outspent McCain in the next 90 days before the Democratic convention because primary dollars are still in place. After the convention, he basically only has eight weeks left and spending a little less than $90 million dollars (which is the public finance amount) effectively is going to be all but impossible.
The urban myth in presidential politics (which media consultants don't like to hear) is that paid advertising is key -- it absolutely isn't!
The most important part of the campaign is not gross rating points, but the narrative in the free press. And Obama could have gone along with public financing and still raised millions of dollars for the DNC which could conduct grassroots organizing on behalf of the entire ticket. And if you look at the polls generic Democrats do much better than Obama himself.
Politically, on behalf of both his brand and the effective conduct of the campaign, it was an error for Obama to choose tactics over truth.
By the way, isn't that exactly why most people in this country are upset at the current administration????
June 23, 2008 | Permalink | User Comments (269)
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If you think not blowing off 300 mil is a mistake by Obama then you are obviously partial to McCain. ABC the anti Obama rag....
Posted by: Jim | Jun 23, 2008 10:13:53 AM
The most important thing is "the narrative of the free press". That really says it all about the incredible boost Obama got from the mainstream media in disposing of Hillary Clinton!
That fawning media was the key.
Posted by: hopesprings52 | Jun 23, 2008 10:16:14 AM
I think that obamas campaign is pretty smart, i dont think they would have gone against this without some sort of plan.
Which we all figure is a massive attempt to play in every state, we just dont know exactly what thats going to actually be like. It is obviously much larger then 90 million otherwise why take the hits...
or perhaps they figure mccains brand has been terribly tarnished as well, since they can point to mccains dealings with public financing and his possible illegal movement in and out of public financing and that loan.
It may seem like a silly move, but obamas campaign is very calculated
Posted by: bhrandon | Jun 23, 2008 10:17:39 AM
"From my perspective it is something that involves a new kind of politics, something that doesn't involve political expediency, something that gets past the spin of Washington, something that involves truth and inspiration in order to get the job done." The brand was damaged long before the flip flop on public financing. Obama has always been about political expediency as his association with Rev. Wright's church for 20 yrs proves. I actually hope that relationship was about political expediency and does not represent what Obama thinks is 'truth' or 'inspiration'.
Posted by: mpCT | Jun 23, 2008 10:25:37 AM
forgotton already. At least makes some sense when compaired to McCains antics and deal making with the public finance moneys.
Posted by: actually | Jun 23, 2008 10:27:30 AM
If the man can't keep his word that he gave during the Primaries then why would he keep his word about anything he says for the GE? The man is a Fraud and an embarassment to the Dems. Remember the superdelegates haven't voted yet and can still change their minds. Go Hillary... please don't support this BUM!!!
Posted by: mich mike | Jun 23, 2008 10:33:17 AM
Obama's brand reminds me of laundry detergent box a few years ago. Every time I buy the 29 oz box, it always costs me $15.99. Three years later, it's still the same price, but I one day start to notice that the weight has decreased to 20 oz, but the price and the box remains the same.
Obama should clean up his acts.
Posted by: laundry_brand | Jun 23, 2008 10:35:13 AM
As a former Hillary supporter, I'm looking forward to voting for Obama because his plans for the US most resemble hers. She has endorsed him and so I'm going to make sure he gets my vote. McCain's policies go against everything Hillary was promoting, and there's no way in good conscience I could ever vote for McCain.
That said, I'm fed up with the media. I'm sick of op/ed pieces scolding Obama about campaign financing while completely ignoring the laws McCain has broken - he even broke a law he wrote (McCain/Feingold)! The author of this article makes his point clear - he would shake his skinny little finger at Obama but he has no opinion about McCain breaking campaign finance laws. By not explaining this issue in full, the media and people like Matthew Dowd, are lying by omission.
Posted by: mojopo | Jun 23, 2008 10:37:13 AM
According to a detailed analysis appearing on today's MSNBC web site, Obama is in bed with the ethanol industry and opposes imports of the more efficient cane fuel. His advisers are influential lobbyists of large Agra-business.
Same old Obama, different day! And still fooling some of the people all of the time!
Posted by: Soetoro No! | Jun 23, 2008 10:38:02 AM
Check this one:
===============
Jonathan Martin
Mon Jun 23, 1:25 AM ET
The same publisher that distributed the 2004 best-seller that took aim at John Kerry’s Vietnam service is planning a summer release of what’s scheduled to be the first critical book on Barack Obama.
ADVERTISEMENT
Conservative journalist David Freddoso’s “The Case Against Barack Obama” will offer “a comprehensive, factual look at Obama,” according to Regnery Publishing president and publisher Marjory Ross.
But the book’s subtitle makes clear its perspective: “The Unlikely Rise and Unexamined Agenda of the Media’s Favorite Candidate.”
Ross contends that the mainstream media has offered insufficient scrutiny of Obama and likens the goal of Freddoso’s book to that of “Unfit for Command,” the scathing assessment of Kerry’s war record that rocketed to No. 1 on The New York Times best-seller list.
By highlighting negative aspects of Obama’s record and background, Ross says, Freddoso may compel others to offer more critical coverage of the Democratic nominee.
“I think it’s critically important that the country gets a clear and honest view of who is running and what they stand for — warts and all,” Ross says. “With ‘Unfit for Command,’ like ‘The Case against Barack Obama,’ we believe the media has whitewashed the candidate.”
But unlike the Kerry book, which was co-authored by a fellow Swift Boat veteran and focused exclusively on the Massachusetts senator’s actions in Vietnam and immediately after, “The Case Against Barack Obama” aspires to be a full-length political biography
Posted by: Redneck | Jun 23, 2008 10:40:18 AM
Is anyone really foolish enough to think Obama does not have blind ambition and wants to win at any cost? Come on. He has postured himself to do just that and he will continue to lie, change his mind, and do whatever he has to to win. Look what they're doing to Michele. They're making her look like another soft wife of a president, does anyone believe that is who she is???
Come on people wake up. He is a loser, and cannot be trusted to be the president of the most powerful country on earth.
I am a devout democrat. This man is not worthy of my vote and will never get it.
Posted by: nobama | Jun 23, 2008 10:41:23 AM
Is it paranoia that kept him from the fixed amount of money? Is he afraid of the damage the 527's can do to him, and if so, why? What's out there? That's the thing that keeps me from getting excited about Obama, and makes me miss Hillary so badly.
Posted by: Dee | Jun 23, 2008 10:42:22 AM
Obama -- full of BS; signifying nothing!
Posted by: Soetoro No! | Jun 23, 2008 10:42:59 AM
Obama went back on his word--
It's that simple.
For a "change" candidate, he comes across as an opportunist--I am democrat and totally fed up with Obama and the Obama campaign antics. No vote for Obama--and that goes for my family and friends (all democrats).
Way to go-Obama! Once again you have proven you cannot be trusted.
Posted by: PA voter | Jun 23, 2008 10:49:44 AM
NO vote for Hussein Obama.
My family members,friends, we all
say NO to Hussein Obama in november.
Hussein is an opportunist,fake and
the BIGGEST joke of the century......
Posted by: Redneck | Jun 23, 2008 10:55:10 AM
Obama is for change. He changes is positions time after time after time.
Posted by: Soetoro No! | Jun 23, 2008 10:55:22 AM
While suturing a cut on the hand of a 75-year-old Texas rancher, whose hand
was caught in a gate while working cattle, the doctor struck up a
conversation with the old man. Eventually the topic got around to Obama and
his bid to be President.
The old rancher said, 'Well, ya know, Obama is a 'post turtle'.'
Not being familiar with the term, the doctor asked him what a 'post turtle'
was. The old rancher said, 'When you're driving down a country road and you
come across a fence post with a turtle balanced on top, that's a 'post
turtle'.'
The old rancher saw a puzzled look on the doctor's face, so he continued to
explain. 'You know he didn't get up there by himself, he doesn't belong up
there, he doesn't know what to do while he is up there, and you just wonder
what kind of a person put him up there to begin with.'
Posted by: Aston | Jun 23, 2008 10:56:31 AM
The consultants who analyzed the landscape and pushed their candidate to reach this conclusion stand to make untold millions from the bumped-up media buys. That's it, pure and simple. They are not objective. Mr. Dowd is correct -- he could have won under the good government rules and not broken the back of the public financing system, as he will now do.
The fact that he listened to these mercenaries speaks volumes about his experience and judgment.
Posted by: commonsensenj | Jun 23, 2008 11:00:19 AM
Too bad for America that electing a president has become a matter of "branding" and a popularity contest. I think that's the number one reason the nation is in such lousy shape and in such desperate need of real leadership. We're not choosing a beer here people.
Posted by: hopesprings52 | Jun 23, 2008 11:03:45 AM
boo hoo hoo, the hippie press is worried because of someone's "brand" and because he doesn't follow their ideals. public campaign financing is a sham and a waste of money; the problem isn't that Obama got off it, the problem is that McCain is taking it.
Posted by: 1percenter | Jun 23, 2008 11:09:07 AM
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