Should Brands Change for Hope or Hope for Change?

 

Hope and Change, two promises made by the Obama brand. It now appears that many other brands are borrowing those two terms from Obama and adding them to their list of brand attributes. After all the US Presidential inauguration is only a week away, plus we might only have a few days to take advantage and appear to be an Obama brand champion!

I think it makes perfect sense to take advantage of the timing if your brand stands for hope and change. If your organization does not stand for hope and change then you run the risk of appearing to be jumping on the Obama brand wagon and creating a short-term tactical approach to brand building. Didn't that approach get us into this economic mess?

Are you going to change your brand, or hope to change it? Wouldn't it make sense to better understand who you are, and then decide whether change makes sense? I hope so!