In my recent interview in AWAI’s copywriting publication, Monthly Copywriting Genius, I talked about the importance of creating a theme/concept for your marketing. It’s certainly no different in political campaigns – only the stakes are a lot bigger!

When Obama seized the “change” theme in Iowa, the other Dems tried to take it from him. In the following debate, the word “change” was repeated by the Democratic candidates at least 50 times. But they couldn’t take it away. Obama now owned it.

But the Republicans with Sarah Palin have done something remarkable. They are challenging Obama for the change theme. Obama is fighting back.

“When John McCain gets up there with Sarah Palin and says, `We’re for change,’ … what are they talking about?” Obama said recently, arguing that they aren’t offering different ideas from President Bush and they are just trying to steal his campaign theme because it seemed to be working.

“It was just like a month ago they were all saying, `Oh, it’s experience, experience, experience.’ Then they chose Palin and they started talking about change, change, change,” he said.

In political campaigns, the right theme can make or break a presidential bid. Change is the right theme. Now let’s see who will own it.

 

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