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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1percenter: Why is that?
Posted by: Aston | Jun 23, 2008 11:11:01 AM
Let him through all that fat-cat money back into circulation. It is a transfer of the wealth from the rich down to people like me. Let him spend away!
Posted by: Ben Straub | Jun 23, 2008 11:14:36 AM
Sadly, this isn't the worst of it. FISA? NAFTA? So much rhetoric just to get Hillary Clinton out of the race. Now that the field is clear, the real candidate comes to life. Not DC politics, Chicago politics.
Posted by: beebop | Jun 23, 2008 11:16:31 AM
I really do not care about this. Who really cares?
And to be honest with you, I do believe his words was he would consider setting down with McCain when the times comes to try to come to an agreement, from day one I am not sure he knew how he would handle this issue.
Now, you want someone who lies and flip flops daily on you, that would be McCain and not just with the small stuff, it is the BIG STUFF.
Posted by: becky | Jun 23, 2008 11:19:14 AM
Anti-Obama book in in the works:
http://news.yahoo.com/s/politico/20080623/pl_politico/11263
Obama wants to get elected so eagerly, before people know the real him.
Wake up!
Posted by: golfgirlusa | Jun 23, 2008 11:21:27 AM
$300 million cannot buy integrity. HUGE mistake, but then again obama is who he is. No fluff cover of People magazine can change that.
Posted by: geevill | Jun 23, 2008 11:21:59 AM
As much as it might seem unlikely, I am
not convinced that Obama will be the
nominee come August. Hillary might be
"campaigning' with him, but has anyone thought that by doing that she remains in the spotlight? This race is not over till the fat lady sings.
Glen
Posted by: Glen | Jun 23, 2008 11:29:00 AM
Obama Moves To Reintroduce Himself to Voters
http://www.washingtonpost.com/wp-dyn/content/article/2008/06/22/AR2008062201964.html?hpid=topnews
Obama Has proven he needs some mental health time.
The guy is going over the deep end.
I guess he found some more funding, to launch a redo Michelle Campiagn.
Now to redo Himself Campaign.
Some Please tell Him this is the race for President of the United States.
Not the Jr High Pep rally king and queen.
hotline at 847-697-2380
Mr Obama Local toll free number for you. You can even add it to speed dial.
Posted by: seah5 | Jun 23, 2008 11:39:24 AM
This article, Obama's 143 Days of Senate Experience, from by Cheri Jacobus is funny. Obama and our nation is getting more and more ridiculous.
"Just how much Senate experience does Barack Obama have in terms of actual work days? Not much.
From the time Barack Obama was sworn in as a United State Senator, to the time he announced he was forming a Presidential exploratory committee, he logged 143 days of experience in the Senate. That's how many days the Senate was actually in session and working.
After 143 days of work experience, Obama believed he was ready to be Commander In Chief, Leader of the Free World, and fill the shoes of Abraham Lincoln, FDR, JFK and Ronald Reagan.
143 days -- I keep leftovers in my refrigerator longer than that.
In contrast, John McCain's 26 years in Congress, 22 years of military service including 1,966 days in captivity as a POW in Hanoi now seem more impressive than ever. At 71, John McCain may just be hitting his stride."
Posted by: 143_days | Jun 23, 2008 11:46:27 AM
Name ANY candidate that hasn't changed their mind several times in the past six months.
There are NONE. McCain, Obama, and Clinton all reversed their positions more than once.
Calling a politician a "flip-flopper" or a "liar" is like handing out speeding tickets at the Indianapolis 500.
Posted by: Reality | Jun 23, 2008 11:46:59 AM
Aston: Public financing of campaigns makes no sense to me whatsoever. It does not stop the peddling of influence on D.C.; it is a socialist way of running campaigns. Where does the money come from? It's the US Treasury, so we all end up paying for the largess of these campaigns (whether we like the candidate or not). There is absolutely nothing wrong with lobbying groups and so-called special interests funding political campaigns - it is free speech to do so and the courts have agreed on that multiple times.
So, to me, McCain is taking food stamps for no reason. He needs to just go out and raise money the ol' fashioned way. If he has something good to sell, he'll have no shortage of people willing to buy.
Posted by: 1percenter | Jun 23, 2008 11:50:26 AM
143 days in the senate.
Obama has just about that many present votes over 100 present votes. Where he choose not to do his job. Choose not to take a stand for people.
Obama works with mind conditioning and manipulation. The only truth his followers will know is what Obama tells them is the truth, whether it is or not.
He owns them.
Posted by: Sharon | Jun 23, 2008 11:59:03 AM
McCain opt[ed] into public financing, accepted the spending limits and then profited from that opt-in by securing a campaign saving loan. And then he used some clever, but not clever enough lawyering, to opt back out. And the person charged with saying what flies and what doesn't -- the Republican head of the FEC -- said he's not allowed to do that. He can't opt out unilaterally unless the FEC says he can.
The most generous interpretation of what happened is that McCain's lawyer came up with an ingenious legal two step that allowed him to double dip in the campaign finance system, eat his cake and spend it too. But even if you buy that line, successful gaming of the system doesn't really count as strict adherence. And the point is irrelevant since the head of the FEC -- a Republican -- says McCain cannot do this on his own.
Posted by: bhrandon | Jun 23, 2008 12:05:47 PM
There is nothing new about Obama's politics. He runs the dirtiest campaign I have witnessed so far. The only thing is that he has somehow managed to get the fawning media to overlook all his flaws. The good news though is that his campaign has lost momentum. Support for Obama started waning towards the end of the Democratic primary. In fact, I sense some of the media are beginning to be disillusioned by was they see as a false dawn. Obama is a fake. Campaign contributions for Obama are falling. Now this country awaits for a bigger skeleton to be pulled out from his closet. Rev. Wright, Tony Rezko...who next.
Posted by: janephil | Jun 23, 2008 12:24:28 PM
Anyone who puts a politician up on a pedestal is looking for disappointment. And for you to compare your old boss and his tactics with the public financing issue and Obama is pretty ridiculous and rather insulting.
Obama built off the grassroots fund raising that Dean started years ago and bravo to him. He's allowed to change his mind on issues. And guess what? It probably won't be the last time that happens! I know, shocking! Obama is not an angel and a pure idealist brand icon. And yes, he has ambition, is that surprising news? Look at his age and the fact that he is running for President...
The Beltway and the Press may want to spin this happening into a cover story but to echo Donna Brazile on This Week yesterday, it's funny to see folks (like you) try to make this a bigger deal. In terms of his brand, it's just not.
Posted by: tm | Jun 23, 2008 12:30:53 PM
Obama = Hypocrite
Posted by: Soetoro No! | Jun 23, 2008 12:31:44 PM
Should anyone wonder what is happening to this country just think about this...The Dems want to elect someone with NO experience. We are the result of the people we have put into office to represent us. I used to be proud of my country and I still am but the people living in this country and their changing attitudes scares the heck out of me. Obama isn't going to change anything but his mind, which he does on a regular basis. For this countrys sake wake up and realize whom you are voting for. If you don't research this man you will be standing here four years from now wondering what the hell happened...
Posted by: Glenda | Jun 23, 2008 12:32:23 PM
When this election is over, Obama's strategy of declining public financing may turn out to be a very wise choice.
Granted, he is going to take a lot of political flak about the decision, especially from the Republicans. But, its doing several things to his benefit too. You can't turn on a news program, or listen to a talk show without his decision being mentioned; and his strategy being second guessed from every angle. This emphasizes his abilities and the strengths of his staff.
Also, Barack has been taking a lower profile recently, and with the media focused on this issue, his next move may largely be unnoticed until it happens.
This focus on the attacks about Barack's character tends to bring his supporters together, and energize them against what many interpret as unfair. The Republican snipes may actually be playing into his hand.
Most importantly, however, this supports Barack's plan of CHANGING THE WAY WASHINGTON WORKS, and his latest move is surely going to change the way campaigns are financed. Win or lose, he has already begun to change the status quo.
We are seeing history being made.
Posted by: Scott | Jun 23, 2008 12:41:36 PM
ABC still a reliable republican shill, I see.
Posted by: drindl | Jun 23, 2008 1:10:55 PM
Just another example of Obama not just being a fraud but a bonefide idiot. He is incapable of fully thinking thru a problem with or without a telepromter.
Posted by: stockkitty101 | Jun 23, 2008 1:13:32 PM
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