I just read Ellen McGirt's poignant feature story on The Brand Called Obama in Fast Company, and my marketing head is spinning. "The fact that Obama has taken what we thought we knew about politics and turned it into a different game for a different generation is no longer news," she writes, "but what has hardly been examined is the degree to which his success indicates a seismic shift on the business horizon as well." Indeed, Obama has introduced a new brand of politics, and he has caused a paradigm shift that goes beyond politics and marketing and may alter the very fabric of the American society: democratization with the means of the democratized web.
It is thus no coincidence that Norman Lear just announced his initiative Remix America , co-sponsored by the USC Norman Lear Center, Creative Commons, Electronic Frontier Foundation, Kaltura.org, and the American University Center for Social Media. In the spirit of Clay Shirky's Here Comes Everybody , Remix America is a "multi-partisan" forum that invites Internet users to take clips from the site's "American Playlist" and add other clips and audio to produce their own remix/mash-up vision of America -- as a new platform for patriotic dissent and political commentary.
In fact, Here Comes Everybody is an affirmation that Tomi and I were so prescient in our thinking with Communities Dominate brands - not that for a single second I want to take away from the excellent book that Clay has indeed written. Which in its down to earth approach should convince anyone that their world now looks - well different.