Mindshare Strategy

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Barack Obama. Lately, his name is a powerful one by itself. When I saw his name paired with Ted Kennedy’s earlier this week, I didn’t know what to say.

The Kennedy name carries a vast history of political excellence with it. By endorsing Obama, Kennedy is lending that political capital, and all the brand equity that comes with it, to the junior Senator from Illinois. Obama’s already powerful political brand has become just that much more so by associating with Kennedy’s. It might just be strong enough to fight against the endearing Clinton legacy on the other side of the election.

I can’t but wonder what brands I would associate with if my name held so much brand equity. Coca-cola would be even more of a force in the market, classic literature would make a comeback, and every network would be fighting for the rights to the MacGyver franchise.