President Obama is rewriting the rules for marketing. The brand that he has built himself is solid, approachable and desireable.
Yes, he is lucky to be so attractive. Yes, he has his communication skills down pat and Yes, he has an army of staff behind him to help him reach great heights. The truly admirable thing that he does however, is reach out to people and make it easy for them to join a conversation with him.
Let's be clear, it is unlikely that Barrack is the one responding to tweets, facebook messages, myspace posts or emails but, the image he porjects is one of accessibility. He makes people feel like he is within their reach and that he will act upon their suggestions. He listens to what people want to hear and then tells them what they want to hear.
So with all of this in mind, it is unsurprising that the speech he will deliver on bridging the gap between the U.S. and the Muslim world in Cairo will be accesible via all of his previous touchpoints but also via SMS.
What this means is that he has even further broken down the barriers between himself and the wider world. He is making himself available to not only American voters but global citizens who may or may not be living in nations with restrictions on the information they can access.
President Obama should be applauded for his brand building efforts and his consistency. If other brands operated in a similar fashion to him - remained on-strategy and single minded about their image - I would argue that they could feel more confident about entering a conversation with consumers and as such would have greater success in winning over consumers and building brand loyalty.