President O-bow-ma

Surfing through the multiple websites I was quite intrigued by the comments and emotions people have poured in after seeing President Obama bowed to greet Japan's Emperor Akihito over the weekend.

There were various comments some , like "Obama's world apology tours", "I wish are first black president had been a rapper at least he’d have some attitude…" , "Obama wasn't bowing - he thought he saw a one yen coin on the floor and bent over to pick it up, because it's worth more than the U.S. dollar now "

Now as to why make such a fuss about a simple greeting, yes it was not done in a proper way "Obama stuck out his hand for a shake. Which was fine. He then proceeded to simultaneously bow. Which was not. And take his eyes off the person he's greeting. Which was not. And then the worst, the over-enthusiastic president of the United States bowed way down at a 45-degree angle", but why there is so much discussion ?

The simple answer which i can think of is, that President Obama is a "BRAND". Yes Obama is a brand, perhaps a brand which all the americans associate to, in their mind President Obama represent America and in turn Americans .

But "bowing" is not an american value, this is not what we associate Americans with.

In Consumer Behaviour terms , when customers see the brand which they use representing the values they do not have/ preffer / ask for there is a dissonance and that perhaps that explains all the analysis and the nasty comments :)

Mr Obama and Biden together a stronger Brand

Democratic presidential hopeful Sen. Barack Obama has chosen Delaware Sen. Joseph Biden to be his running mate for the vice president post.

Joseph Biden brings to Barack Obama's presidential bid something it lacks at the top—long experience with a range of countries, problems, and foreign leaders. Before him Obama was considered a naive in the world politics but with Biden as his running mate he has got a hint of credibility. To me this would be a classic case of 'Co-Branding'.

Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The basic aims of Co branding a product or service are

1) Market Share
2) Global Branding

If we look closely the above two seems equally applicable for the Obama-Biden brand , The Delaware senator will bring with him a loyal base of voters who would vote for them. Secondly the combined brand name will appeal to a larger base of voters who earlier consider Obama as inexperienced.

Biden is known world over for his speeches on foreign affairs and he has been in the helm of political affairs for quite some time now. This also brings credibility of the Camp to the outside world.

All together a strategic choice and a perfect fit, but only one concern , how will his experience fit in the Obama campaign for "CHANGE"