Creating an Emotional Brand Experience

 

It doesn't get any better than the train ride from Philadelphia to Washington DC. Starting at the birth place of the United States, with stops along the Delaware River, including picking up his Vice President-Elect in Wilmington, and arriving the nation's Capitol, this was quite the event. Barack Obama and his team orchestrated one of the most impressive brand experiences I have witnessed in a long time.

You could not help but feel goose-bumps and have your eyes well up watching the people lined up along the route from Philly to DC to catch a glimpse of the rock star US President-Elect. The moment that the train slowed down outside of Wilmington and the people had the opportunity to briefly see Barack Obama waving to them from the back end of the train was priceless.

While the challenges he faces are immense and we do not know what the future holds for the next President, one thing we can count on is that every one of his touch points will be on-brand! Most brands can only hope for the same type of success in recruiting brand champions. The opportunity now exists to retain the brand champions!