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


  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.