A good brand perpetuates itself at all levels. For that to happen it must be different, attractive, and the product must be good. Consider the Obama brand. The team was relentless in their consistent reproduction of the brand at every level. Once it was solid, once the tag lines and messages were finalized, the audience was able to embrace it and, for the most part, replicate it properly to successfully promote the candidate.
For example, consider the tag lines. “Yes we can.” “Hope.” “Change.” They are strong and they never wavered. Supporters made buttons, stickers, hats with these messages which further united the brand and the cause. A good brand makes it easy to belong, understand, and makes you want to participate.
The examples that follow are the logo, wordmark, the shepard fairey & sean hazen paintings, and the website.
Notice that the other candidates didn’t have a logo. Probably didn’t cost them the election but….i’m just sayin’.