Obama The Different

Al Ries is offering Ad Age readers some insight into why Obama’s message was so well received.

“Better” never works in marketing. The only thing that works in marketing is “different.” When you’re different, you can pre-empt the concept in consumers’ minds so your competitors can never take it away from you.

Ries also notes Obama’s mastery of simplicity, consistency and relevance.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Al is 9 months too late with his not-so-insightful observations.

  2. danny g,
    sad thing is, the old dude probably got paid significantly more than you for copying your perspective. maybe you should suggest sharing the wealth.