http://www.brandchannel.com/images/papers/476_Brand_Obama

“Obama Brand Presidency” Chronicling the first 100 days of a new administration determined to re-brand America to communicate and champion change.

by Patt Cottingham ©2009 Patt Cottingham All rights reserved.

post April 30

WC/5,688

“Pre-Inauguration”

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Obama Connecting To Youth And Popular Culture Street artists, rap and hip hop musicians, poets, activists, daytime and nighttime entertainment talk shows like: Shepard Fairey, Black Eyed Peas, Sole and the Skyrider Band, Will.i.am, Lil Wayne, Laura Hershey Saturday Night Live, and Oprah Winfrey, are some of those who connected to the new Obama brand.

Š2009 Patt Cottingham All rights reserved.

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Picking Joe Biden For The Obama Brand Joe Biden considered a respected voice in foreign policy from his long service to the Senate Foreign Relations Committee helped allay concerns of Barack Obama’s lack of international experience. He also came with deep experience on issues of immigration, citizenship, and international narcotics due to years spent on the Senate Judiciary Committee. Political analysts agreed that Biden was just the elder statesman that Obama needed to advise him as vice president.

Born in Scranton, Pennsylvania Joe Biden never left his Irish Catholic working class routes. In fact it is the dual characteristics of “consensus-builder” on tough issues from his years in the Senate and “regular guy” from his Scranton, Pennsylvania upbringing that made him an ideal fit for candidate Obama.

Speaking his mind and not holding back has both helped and hurt Biden. However part of the Obama brand is about calling things for what they are and being real, and Joe Biden delivers on that.

Never totally comfortable in Washington for years Biden commuted on Amtrak daily from Washington, D.C. to his family’s home in Wilmington, Delaware which gave him the nickname “Amtrak Joe” After he was picked as the vice presidential nominee he stated, “If we get elected, it will be the most train-friendly administration ever.”

Jill Jacobs and Joe Biden were married on June 17, 1977 at the Chapel at the United Nations in New York City, about five years after Joe Biden's first wife and infant daughter died in a car accident In 2005 Tim Russert interviewed Joe Biden. When Russert asked, “Knowing everything you know now about the absence of weapons of mass destruction, was your vote a mistake?” Biden replied. “It was a mistake. It was a mistake to assume the president would use the authority we gave him properly.

Russert continued, “If there was a vote today, you would vote no?”

Biden replied, “I--with this president, absolutely I would vote no, based on the way in which they've handled it.”

“Amtrak Joe”

Obama introducing VP Joe Biden

The Obama’s and Biden’s

©2009 Patt Cottingham All rights reserved.

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World Celebrates Barack Obama As Next American President Below are some snapshots of how people around the world celebrated the nomination of Barack Obama as the next president of the United States of America in countries and cities such as: Afghanistan, Amsterdam, Canada, Columbus, OH, Detroit, MI, Geneva, Switzerland, Hamburg, Germany, Jakarta, Indonesia, Kenya, Manilla, Moscow, Nairobi, Naples, New York City, Palestine, Paris, Rio De Janeiro, Rome, San Francisco, CA, St. Petersburg, Tampa, FL, Tehran, and Washington, DC . People all over the globe popped champagne corks, gave the thumbs up, and partied hardy over the anticipation of what hope and change the new Obama brand presidency would bring to the world.

Š2009 Patt Cottingham All rights reserved.

“First 100 Days” An administration seeking open dialogue with world leaders, communication directly to the American people, and a president and first lady determined to keep in touch with the “real” world.

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Obama Brand Presidency – First 100 Days Symbolic References To Abraham Lincoln In the first 100 days of his presidency Barack Obama set a new tone of change at home and on the world stage. What defined Barack Obama's candidacy was the strategic use of words, images, and symbolism to communicate his brand difference. In the days leading up to the inauguration Obama continued to use historical symbolism to communicate to America and to nations around the world his brand of presidency.

Re-tracing the same 137-mile train journey reminiscent of Abraham Lincoln's arrival in Washington Obama used the rail trip as a pre-inaugural vehicle for calling on Americans to summon a new spirit of optimism.

"What's required is a new declaration of independence,'' Obama repeated along his route, making "an appeal not to our easy instincts, but to our better angels.'' During a stop in Philadelphia at Independence Hall to give a speech connecting his vision for the country to the principles of the founders.

Doris Kearns Goodwin, who chatted with Obama during the primaries about her book on Lincoln's Cabinet, "Team of Rivals", has said that both men share "…an internal confidence and a certain serenity... to not get rattled." Obama has always made it clear that he is not looking for people who will always agree with him in his cabinet. In fact, his governing philosophy welcomes a rigorous, open debate on all issues. This is a very different philosophy from the Bush administration where there was a high value placed on loyalty, consent, and harmony. Lincoln often invoked Jefferson, a favorite of his, according to David Blight, a Yale University Lincoln scholar. "It's an ability to see historical circumstance," Blight said. "Presidents always invoke history.

Candidates always invoke history. But they often don't do it in a meaningful way, because they don't know how. This guy does."

©2009 Patt Cottingham All rights reserved.

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The Library of Congress made available, to Barack Obama, the same bible that Abraham Lincoln used in his swearing in ceremony in 1861. Presidential Inaugural Committee Executive Director Emmett Beliveau, stated, "The President-elect is committed to holding an Inauguration that celebrates America's unity, and the use of this historic Bible will provide a powerful connection to our common past and common heritage.

"For Obama taking the oath of presidency on Lincoln's bible connects the two men in history, space, and time.

Again, this deliberate use of symbolism says a lot about how the Obama brand presidency understands the power of communicating on many levels.

At left you see a photograph by Charles Ommanney for Newsweek showing Barack Obama closing his eyes right before he walks out to give his inaugural address to the nation. He seems to be taking in both the weight and the responsibility of what it will mean to be President of the United States of America during this time of steep national and international challenges. This picture says it all.

His inaugural address on January 20, 2009 was much more somber than his previous speeches to the nation.

The word map at right shows the words that he used most often as the largest. The words Nation, People, America, New were the words he used that day to unite people together for the difficult days ahead. This Visual Word Map was created by http://www.brooklynartproject.com

Š2009 Patt Cottingham All rights reserved.

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Brand Obama Embraced Globally In many ways Barack Obama is a global phenomenon in his ability to engage countries, cultures, and people of all ages. Because of his multi-ethnic, religious, and cultural backgrounds comprised of Muslim, Christian, religions Kenya-Africa, Kansas-United States, Jakarta-Indonesia, and Honolulu-Hawaii his brand is universal.

The Japanese are using Obama's speeches in their schools to help students learn English. His book of speeches surged to No. 2 in Japan's main best-seller list this week, according to Hiroki Tomatsu, an official of Japan's largest book distributor Tohan Company. The Speeches of Barack Obama has sold 420,000 copies since its release on Nov. 20 an ''unprecedented huge hit'' for an English-language text, according to publisher Asahi Press. His speeches are so moving, and he also uses words such as "yes, we can," "change" and "hope" that even Japanese people can memorize. "We don't publish every single president's speeches," Asahi Press official Yuzo Yamamoto said. "Would you buy the text of former President George W. Bush's speeches?"

Many, many world leaders reached out with encouragement and hope to President Obama. In a letter to the newly elected American leader, Mr. Mandela urged Mr. Obama to make it his mission to also combat the scourge of poverty and disease throughout the world. He wished Mr. Obama strength and fortitude and said he believes the soon-to-be U.S. president will indeed achieve his dream of making the United States a full partner in the community of nations, committed to peace and security for all. Stating "Your victory has demonstrated that no person anywhere in the world should not dare to dream of wanting to change the world for a better place."

A South African by the name of Busani, said she is looking to Mr. Obama to assist Africa in getting fairer treatment in global trade agreements. "I am so happy, I am so glad," Busani said. "I wept, I cried, I danced, I laughed - ooh, it is a great moment. But I am hoping that in trade-related issues, Africa is going to be more prominent, that we get a fair deal economically, we are more recognized by the world, instead of being sidelined." Š2009 Patt Cottingham All rights reserved.

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Re-Branding Communication To The Muslim World A week after the inauguration President Obama called for a new partnership with the Muslim world "based on mutual respect and mutual interest." He talked about growing up in Indonesia, the Muslim world's most populous nation, and noted that he has Muslim relatives. Obama said he felt it was important to "get engaged right away" in the Middle East. Gone from the administration’s vocabulary were war on terrorism, crusade, axis of evil, and evil-doers which strained relations and offended many Muslim leaders.

Foreign Minister Prince Saudi Al-Faisal said Saudi Arabia was encouraged US President Barack Obama's "positive approach" in his interview and welcomed the extended hand by the US. Al-Arabiya news channel, in which he showed "his serious desire to build strong and constructive relations with the Islamic world and his keenness to solve the crises of the region." And, as reported by Ali Younes - Al-Arabiya, "For the Arab World, it looks like that President Barack Obama is determined to change our world that is the world as created by his predecessor George W. Bush. The relationship between the Middle East and America, in the past eight years has been based on mutual suspicion and mutual disrespect."

In March, President Obama took another step at conciliation with Iran in a videotaped message. Invoking art, history and "the common humanity that binds us," President Obama offered a "new day" in America’s relationship with Iran, making an unusual appeal directly to Iranians for a shift away from decades of confrontation. The videotaped message was released with Persian-language subtitles to broadcasters in the Middle East on the day the Nowruz spring holiday is celebrated in Iran. These symbolic shifts in communication were the beginning of perhaps an opening in dialogue between the US and Iran.

In April, President Obama visited Turkey during his trip abroad for the G-20 Summit. In addressing a majority Muslim country for the first time was very deliberate in the parallel he drew to his own history.

Introduced as President Barack Hussein Obama he stated, "The United States has been enriched by MuslimAmericans," he said. "Many other Americans have Muslims in their family, or have lived in a Muslimmajority country. I know," he said, "because I am one of them." This statement was a well-calculated signal to the Muslim world to re-establish strained relations. Turkey borders Iraq and Iran holds deep influences with Afghanistan, and is brokering a peace agreement between Syria and Israel. Indeed the new tone did not go unnoticed by Sudan’s President Omar Hassan al-Bashir stating "We even welcome the positive signs sent by U.S. President Barack Obama to the Islamic world on more than one occasion." "Our hands remain held out to those who call for peace and justice in accordance with the standards of fairness and dignity."

©2009 Patt Cottingham All rights reserved.

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Obama Brand Ambassadors – Vice-President, Senior Advisers, and Cabinet The Obama administration’s cabinet selection process hit some speed bumps and took some unexpected twists and turns. Bill Richardson, Tom Daschle, and Judd Gregg all took themselves out of consideration because of legal, tax, and policy issues.

President Obama’s trusted inner circle of Senior Advisers are made up of people who he has strong relationships with Rahm Emanuel, and Valerie Jarrett are close friends and advisers out of Chicago that he has known for years. David Axelrod, whose political advise carries more weight than most anyone else, and Robert Gibbs came out of his core team that successfully landed him in the White House. President Obama’s Cabinet members were selected to bring their skill sets to champion the Obama administration’s new vision for America, each one being a brand ambassador for change. Kathleen Sebelius’s approval came just one day before the World Health Organization raised the Swine Flu alert level to 5, meaning a pandemic was imminent.

Vice-President: Joe Biden

Secretary of State: Hillary Clinton

Senior Adviser: David Axelrod

Secretary of Transportation: Ray LaHood

Secretary of Energy Steven Chu Secretary of Defense: Robert Gates

PRESIDENT BARACK OBAMA

Secretary of Justice: Eric Holder

Chief of Staff: Rahm Emanuel

Secretary of Homeland Security Janet Napolitano

Secretary of Interior Ken Salazar Secretary of Treasury: Timothy Geithner

Senior Adviser: Valerie Jarrett

Secretary of Veterans Affairs Eric Shinseki Secretary of Education: Arne Duncan

Press Secretary: Robert Gibbs

Secretary of Labor Hilda Solis Secretary of Health And Human Services: Kathleen Sebelius Director of the CIA Leon Panetta Secretary of Commerce: Gary Locke UN Ambassador Susan Rice

©2009 Patt Cottingham All rights reserved.

9

Obama Brand Mission –Keeping In Touch With The “Real” World

Out of the tens of thousands of letters, e-mail messages, and faxes that arrive to the White House daily it is up to Mike Kelleher, the director of the White House Office of Correspondence to cull them down to a few hundred each weekday. From these, 10 letters are chosen go in President Obama's daily briefing book.

"We pick messages that are compelling, things people say that, when you read it, you get a chill," said Mr. Kelleher, 47. "I send him letters that are uncomfortable messages." These daily letters have so moved him at times that his composure has cracked. "I remember once he was particularly quiet," said Mr. Obama’s senior adviser, David Axelrod, "and I asked him what he was thinking about, and he said, ‘These letters just tear you up.’ It was after getting a poignant letter from a struggling family." President Obama believes that it is far too it easy in Washington to forget there are real people with real challenges being affected by the debate.

He has used these letters with his policy advisors during one particular instance he said, "No, no, no. I want to read you a letter that I got. I want you to understand."

Considered the country’s first high-tech president Barack Obama was determined to keep his BlackBerry as a way of staying in touch with a small group of friends and some senior staffers. The president has been adamant about continuing to use his BlackBerry, which has Internet and e-mail access, despite concerns of the National Security Agency. A victory for a president bent on keeping in touch with the "real world."

President Obama and has circulated outside the bubble of the White House far more than any current President, eating out at local D.C. restaurants, going to sporting events, and reading to children at a local elementary school with Mrs. Obama. This is a president and first lady that knows the importance of not losing touch with people in the real world.

©2009 Patt Cottingham All rights reserved.

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The Obama’s Body Language –Warmth: A Physical Form Of Branding If you watch the Obama's body language you see that they smile easily, and naturally reach out to touch or hug people. This silent form of body language communicates warmth, acceptance, and connection, something that the whole world needs right now. The fact is that smiling is one the most powerful things you do. You can make other people smile just by smiling. Everybody loves to laugh and smile, it is the one thing that people all over the world have in common. Studies show, that hugs increase levels of oxytocin, a "bonding" hormone, reduces stress, high blood pressure—which cuts the risk of heart disease. A hug is universal to our humanity a way of sharing good and bad times with others that words cannot always express.

©2009 Patt Cottingham All rights reserved.

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First Lady Strong Brand Asset To The Obama Presidency Michelle Obama is carefully shaping her public image to be real, accessable, and warm. Her aides meet regularly with the president’s senior communications team and select public events that will maximize her messages of support for working parents and military familes. A strong believer in public service Mrs. Obama and her team recently weighed in on the selection of the recently nominated chief executive of Corporation for National and Community Service, which oversees AmeriCorps.

Below is a timeline highlighting Michelle Obama’s first 100 days as First Lady.

1/20/09 First walk as “First Lady”

2/04/09 Gets an agreement from Ty, Inc to immediately stop the production of the dolls "Sweet Sasha" and "Marvellous Malia". The Obama’s feel strongly that their daughters are not to be publicized in any way.

3/05/09 Serves lunch at Miriam's Kitchen which provides meals to nearly 250 homeless men and women in Washington, D.C.

4/01/09 G-20 Trip in April It is normally forbidden under royal etiquette to touch the Queen.

However, Queen Elizabeth did touch Mrs. Obama first, putting her arm around her as the two looked down at their feet, presumably talking about shoes.

3/04/09 Retired Air Force Brig.

2/18/09 Hosts an event Gen. Wilma Vaught takes first honoring African American lady Michelle Obama on a tour History Month by welcoming of Women in Military Service 6th and 7th grade DC school children into the White House.

3/1/092 Read to children of military families and spoke with soldiers and family members from Fort Bragg, N.C. as part of her initiative to care for military families.

4/03/09 G-20 Trip in April Mrs. Obama visited the Elizabeth Garrett Anderson Language School in London. After the first lady told the girls to embrace education, she embraced as many of them as she could.

4/04/09 Bo arrives at White House. Portuguese water dog given to the Obama girls as a gift by that Portuguese water dog-lovin' senator himself, Edward M. Kennedy of Massachusetts.

“She was smudge-able and touchable and even three-dimensional.” said, Dawn Turner Trice who covered the event.

Mrs. Obama said about Bo “He’s kind of crazy, and loves to chew on people's feet." "

3/20/09 Preparing the ground for the first organic garden to be used by the White House kitchen and chef.

End Note: There has been a lot of talk about Michelle Obama’s clothes, fashion, style, and svelte arms in the press.

However, it is clear that her largest attributes are her warmth, intelligence, and commitment to opportunities for all Americans and the promotion of public service. ©2009 Patt Cottingham All rights reserved.

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Continued Savvy Use Of Graphics And Icons To Communicate Brand Initiatives The Obama team recognized the power in communicating with graphic icons and symbols in the campaign.

Visual communication made up of body language, images, and graphics pre-date words in our human history.

The icon that symbolized the Obama brand in the campaign drew a lot of interest and attention. Designed by Mode Project a Chicago-based studio http://www.modeproject.com it became the symbol of the Obama campaign and ended up on every conceivable piece of communication and merchandise in the US and abroad.

“The most important bits of direction were: Don't make it too governmental; don't make it too ponderous, or too serious ... And then also make sure you include referenced to education, health care and energy.” – Steve Juras The Obama team employed the Mode Project once again for two Recovery Projects. Creative director Steve Juras led designers Aaron Draplin and Chris Glass in the assignment to create two logos, one for projects completed under the American Recovery and Reinvestment Act (ARRA), and the second for the U.S. Department of Transportation’s TIGER (Transportation Investment Generating Economic) "It’s not really about ‘Obama’ branding anymore," Juras explained. "It’s more about branding the administration, and it’s best to let the administration speak to its own overarching ethos.

©2009 Patt Cottingham All rights reserved.

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Obama Brand Engagement – A Networked Dimension Of Governing President Obama continues to successfully use the Internet to reach out to citizens. This use of technology branded his campaign and may well brand his form of governing He understands this networked dimension of leadership and the importance of "soft power" of attraction to engage people. On Whitehouse.gov under the title of "Change Has Come To America" he is changing the very construct of communication by going directly to the people with his messages.

Saying in a recent webcast "Many of you are worried and have a lot of questions and you want to know what your government is doing to get our economy back on track. You deserve those answers," Mr. Obama announces in a video on the site. "That’s why we’re going to do something a little different. We’re going to take advantage of the Internet to bring all of you to the White House to talk about the economy." "This is an experiment, but its also an exciting opportunity for me to look at a computer and get a snapshot of what Americans across the country care about," the president declares, adding, "So, America, what do you want to know about the economy? Just go to Whitehouse.gov and ask."

On Recovery.gov under the title of: "Your Money At Work" citizens learn about, share, and see state by state with a great deal of transparency the American Recovery and Reinvestment Act in process.

President Obama set a precedent with a live online town hall meeting creating a two way communication forum open to questions and answers. The event allowed him to speak directly to Americans through the Web, again bypassing the filter of the news media. As he walked through the ornate East Room with microphone in hand he answered questions from the audience at the White House and from people webcast over the Internet.

His tone and style was reminiscent of town-hall meetings he conducted in person across the nation during his campaign.

©2009 Patt Cottingham All rights reserved.

14

G-20 And American Brand Reconciliation On The World Stage

During his eight days in Europe for the G20 Summit President Obama posture and communication tone was pragmatic, conciliatory, legalistic, and incremental. He spoke of reinvigorating the NATO commitment to Afghanistan and Pakistan, rewriting nuclear policy, and repairing relations with the Muslim world.

He showed contrition for the failings of Wall Street, and spoke of remaking the global financial system.

Mr. Obama drew on the lessons of history to re-frame the way forward. Saying "If there’s just Roosevelt and Churchill sitting in a room with a brandy, that’s an easier negotiation. But that’s not the world we live in, and it shouldn’t be the world that we live in." The real significance of the meeting was that he was welcoming China, India, Brazil and others into central, permanent roles in deciding the world economic course, even if it made it negotiations far more complex.

He called for a shift in attitudes stating, In America, he said, there had been "A failure to appreciate Europe’s leading role in the world," and there had been "times when America has shown arrogance and been dismissive, even derisive." And in Europe, he went on; there had also been anti-American attitudes. "On both sides of the Atlantic, these attitudes have become all too common," President Obama said. "They are not wise."

There was no talk of preemption, or of the American mission to eradicate tyranny. President Obama spoke about taking on terrorists but not tyrants. Al-Qaeda had to be destroyed, he said, but Iran, North Korea and Cuba would all be engaged. And drew enthusiastic cheers when he insisted that "The United States does not, and will not, torture.

Mr. Obama has pledged a major increase in American troops in Afghanistan and has sought new commitments from NATO allies. "We asked our NATO partners for more civilians and military assistance," he said at the town hall meeting. Largely, unable to persuade important allies to follow his lead on economic stimulus or Afghanistan, he decided to settle for relationship building. ©2009 Patt Cottingham All rights reserved.

15

President Obama’s Vision For A Nuclear-Weapons-Free Future

On April 5, 2009 when North Korea launched a missle despite protests by many world leaders President Obama stated, "With this provocative act, North Korea has ignored its international obligations, rejected unequivocal calls for restraint and further isolated itself from the community of nations." Mr. Obama told a huge crowd in Prague’s central square. “Black market trade in nuclear secrets and nuclear materials abound.

The technology to build a bomb has spread. In a strange turn of history, the threat of global nuclear war has gone down, but the risk of a nuclear attack has gone up,” In Prague, President Obama turned to his vision of a nuclear-weapons-free future. He demonstrated a willingness for the United States to sharply reduce its atomic arsenal, revive treaties that would ban all signers from conducting nuclear tests or producing new uranium and plutonium suitable for bomb-making.

In doing so it would be then far easier to rally nations to confront Iran’s nuclear ambitions and North Korea’s presumed arsenal. This strategic vision began to trump symbolism. To counter proliferation, he argued, the United States could no longer simply ignore the fact that some countries, like Iran, were signatories to international treaties and could correctly claim a "right" to produce nuclear fuel.

"For me, it is a different world," Mohammed ElBaradei, director general of the International Atomic Energy Agency, said in his office in Vienna on Monday. "When was the last time you heard a president talk about moving toward zero nuclear weapons? Or fixing a nonproliferation system that is clearly falling apart?"

He added: "We are beginning to see a strategy. What we don’t know yet is whether he can implement it."

©2009 Patt Cottingham All rights reserved.

16

Extending A Hand –A New Brand Of American Diplomacy

President Obama stated that the fact that Raul Castro and his government are willing to have discussions with the American administration on issues of human rights and political prisoners, is a sign of progress. In his meeting with Raul Castro he acknowledged that the issues with Cuba will not change ‘overnight’, but believed that the steps that America has taken were constructed to send a signal that transformation is expected. Yet, in a strong reaction of outrage by Fidel Castro who wrote in an essay posted on a government website that Obama "without a doubt Obama misinterpreted Raul's declarations." The former president putting a chill on growing expectations for improved bilateral relations — suggesting Obama had no right to dare suggest that Cuba make even small concessions. With Fidel Castro’s comments Cuban relations took two steps forward, three steps back. But, then again Obama did recognize that the steps toward change would take time.

Obama’s seemingly warm handshake with Hugo Chavez caused a lot of buzz in the media and from the political pundits. Chavez seen as an outspoken enemy of the US has hardly mellowed, last month, in a radio address, he called Obama a "poor ignorant person." He has also used Noam Chomsky’s book Hegemony or Survival: America's Quest for Global Dominance as evidence against aligning with the United States policies. However, Obama may have been displaying a keen example of the shrewd advice that Sun-tzu, a Chinese general and military strategist from 400 BC gave “Keep your friends close, and your enemies closer.”

Newt Gingrich in criticizing Obama said on Fox News Channel. "I think there is something fundamentally wrong with weakness in America, and then playing to placate dictators." "This does look a lot like Jimmy Carter," Gingrich added. "Carter tried weakness and the world got tougher and tougher because the predators, the aggressors, the anti-Americans, the dictators, when they sense weakness, they all start pushing ahead."

Is it a risky to engage your enemies or is it a sign of strength? Obama will find out if listening first and open diplomacy will work. It may take more time to build the kind of trust that will allow for changes in US relationships with its world neighbors. In a speech about intolerance he urged people to “make a habit of empathy, to recognize ourselves in each other.” Obama sees this brand of open diplomacy as a preamble to building peace and understanding in a world where too often there has been closed minds.

©2009 Patt Cottingham All rights reserved.

17

CIA – And Reclaiming Brand America’s Principles Of No Torture

In his speech to CIA Headquarters President Obama underscored why he thought the CIA in the 21st Century is more important than ever. “We face a wide range of unconventional challenges: stateless terrorist networks like al-Qaeda, the spread of catastrophic weapons, cyberthreats, failed states, rogue regimes, persistent conflict, and now piracy.”

He went on to say that this is a time for reflection not retribution and was not looking backward to prosecute anyone in the CIA who were following orders given at that time.

Now, I have put an end to the enhanced interrogation techniques described in those OLC memos. And I want to — I want to be very clear and very blunt. I’ve done so for a simple reason: “I believe that our nation is stronger and more secure when we deploy the full measure of both our power and the power of our values, including the rule of law. I know I can count on you to do exactly that.”

President Obama closed his speech with a few final points. “What makes the United States special, and what makes you special, is precisely the fact that we are willing to uphold our values and ideals even when it’s hard — not just when it’s easy; even when we are afraid and under threat — not just when it’s expedient to do so.

That’s what makes us different. So yes, you’ve got a harder job. And so do I. And that’s okay, because that’s why we can take such extraordinary pride in being Americans. And over the long term, that is why I believe we will defeat our enemies: because we’re on the better side of history.”

©2009 Patt Cottingham All rights reserved.

18

Health Of Banks And Troubled Auto Companies –Stress, Tests, And Deadlines

The Obama administration called on the Fed to strengthen the banking system by determining which of the nation's 19 largest banks, which have assets of more than $100 billion, would need more capital to make it through the financial crisis and the recession. All this against the backdrop of continued anger from taxpayers over the banks being bailed out, and AIG, the insurance giant, executive bonuses being handed out.

The Stress-Test Report not due out until May 4, 2009 is causing much anxiety in the banking industry. While the banks now know the methodology and benchmarks that will be used for the bank stress tests it remains unclear how it plays out among individual banks, since each will be treated individually. Also adding to the mix of confusion is what information, if any, investors will get from the test about whether banks are allowed to pay back money they received from the Troubled Asset Relief Program, or how well capitalized they would be if they paid it back. Concerns have also been raised about how much of the banks information would be public and how the bank rating by the Fed would impact on bank customers.

At the end of March 2009 the Obama administration asked Rick Wagoner, the chairman and CEO of General Motors, to step down and he agreed. His immediate departure, while not totally unexpected, sent shock waves through GM corporate. For President Obama this has been an ongoing struggle with the proper balance between government power and market forces. In April GM announced that it would shut down 15 of its 21 North American car and truck assembly plants for nine weeks. Such an extended production halt could be "a sign that (GM) bankruptcy is more likely, rather than less likely," says Stephen Spivey, senior auto analyst at research company Frost & Sullivan.

In negotiations with Fiat of Italy, Chrysler will satisfy the requirements laid out by the Obama Administration to have a deal by the April 30th deadline. Fiat of Italy would own 20 percent to 35 percent of the new Chrysler, they said, with the government also holding a stake, and some of the equity in the new company would also be given to Chrysler’s creditors as repayment. Even with the agreement, Chrysler may still seek Chapter 11 protection. "My sense is that it’s not liquidation, that it would be a reorganization," a Detroit-area Chrysler dealer, Carl Galeana, said Sunday. "I just think a shutdown of a corporation this size, in this economy, would be devastating." ©2009 Patt Cottingham All rights reserved.

19

Vision For Research And Development Top National Priority

In a recent speech at the National Academy Of Sciences in Washington President Obama spoke about a new deep commitment to funding scientific research and development stating, "I believe it is not in our American character to follow – but to lead. And it is time for us to lead once again. I am here today to set this goal: we will devote more than three percent of our GDP to research and development. This represents the largest commitment to scientific research and innovation in American history."

In his speech he presented where the new commitment to research would be focused.

First, the most important being innovation and the development of new technologies to produce, use, and save energy.

– Funding a new initiative called the Advanced Research Projects Agency for Energy, or ARPA-E. This agency is challenged to seek high-risk, high-reward research.

Second, addressing the shortcomings of our health care system with The Recovery Act. – Support the long overdue step of computerizing America’s medical records, to reduce the duplication, waste, and errors that cost billions of dollars and thousands of lives.

– Progress made not just in biology, genetics and medicine, but also in physics, chemistry, computer science, and engineering – that have the potential to make enormous progress against diseases in the coming decades.

Third, restoring science to its rightful place stating, – Appointing the President’s Council of Advisors on Science and Technology, known as PCAST. This council represents leaders from many scientific disciplines that will bring a diversity of experiences and views. He declared, "Under my administration, the days of science taking a back seat to ideology are over. Our progress as a nation – and our values as a nation – are rooted in free and open inquiry. To undermine scientific integrity is to undermine our democracy. " Fourth, restoring emphasis on teaching math and science in schools and universities.

– Announcing that states that make strong commitments and progress in math and science education will be eligible to compete later this fall for additional funds under the Secretary of Education’s $5 billion Race to the Top program. He stated, "I am challenging states to enhance teacher preparation and training, and to attract new and qualified math and science teachers to better engage students and reinvigorate these subjects in our schools."

©2009 Patt Cottingham All rights reserved.

20

Obama Brand Presidency Gaffs, Translation Hiccup, Gift Dysfunction, And Critics

The White House initially underestimated the controversy that the AIG bonuses would create, and struggled to reconcile the tornado of populace outrage that swept the country. It also did not help when speaking at a town hall meeting in California today, President Obama explained that AIG was like a suicide bomber. "You don’t want them to blow up. But you’ve got to kind of talk them, ease that finger off the trigger," he said. Not a wise analogy in a time of violence from insurgents and our own violence from guns in the US.

Obama’s comment on Jay Leno that his attempt at bowling was "...like the Special Olympics or something.", caused an outcry. He immediately apologized for his insensitive comment saying, “It’s important to see that words hurt, and words do matter. And these words that in some respect can be seen as humiliating or a put-down of people with special needs do cause pain, and they do result in stereotypes."

Newt Gingrich, Dick Cheney, and Mitt Romney criticized Obama’s foreign policy of reconciliation and engaging with leaders seen as enemies of the United States.

They used words and phrases like: placate dictators, Carter tried weakness, seemed to apologize profusely in Europe, timid advocate of freedom at best, making America less safe, the new president is appearing weak Gordon Brown presents the new President with: a pen holder carved from the timbers of HMS Gannett, a sister ship of HMS Resolute; the commissioning certificate of HMS Resolute; and a seven-volume biography of Winston Churchill.

In return, Obama gives Prime minister gets 25 DVD's of Classic American Movies, which don't work in Britain.

Mrs. Clinton presented Sergei Lavrov with a symbolic reset button saying, "We want to reset our relationship, and so we will do it together." "You got it wrong," Mr Lavrov said, adding that the word he was looking at meant " overcharge," though "overload" may be more precise.

Oops! It doesn’t say much about our State Department’s Russian translators to have created such a faux pas.

In another faux pas Obama gives Queen Elizabeth an Ipod loaded with American show tunes. The Queen already had an Ipod.

Someone in the administration did not do his or her research in both of these embarrassing gift blunders. ©2009 Patt Cottingham All rights reserved.

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What’s On President Obama’s Plate?

Branded as “No drama Obama” for his ability to stay focused and centered under pressure, goes directly to the point that historian Doris Kearns Goodwin, stated in her observation of both Lincoln and Obama. “They both share an internal confidence, and a certain serenity...to not get rattled."

This demeanor will serve him well as his plate is heaped with crises, concerns, and steep challenges both here at home, and around the globe.

©2009 Patt Cottingham All rights reserved.

Obama Brand Presidency Endnote: In his first 100 days President Obama gave us clear signals about his brand of presidency.

He has begun to clarify a clear vision for America, to lead once again as a just, innovative, peace seeker on the world stage. We learned that his style of communication was to go directly to the people in press conferences, radio webcasts, virtual town hall meetings, and through a networked community over the Internet. Internationally his style is one of reaching out with openness yet doing so with prudence and intelligence. He has made it clear that he intends to uphold America's values and ideals even when, in this complex world, it may take extra strength to do so. Returning scientific research and development to a top national priority he set a goal devoting more than three percent of our GDP to that purpose. These first 100 days set a new tone; and hope for change. Still, there can be no doubt that he will face immense challenges both nationally and internationally.

At home he must stabilize the economy, make healthcare and good education available to all, address our energy policies with investment in green technologies, politically continue to seek non-partisan approach to governing, and assure future generations a stake in the American dream.

Abroad he will have to keep the promise of ending the war in Iraq, while seeking a sane strategy in Afghanistan. He will call other nations to join him in the vision of a nuclear-weapons-free future, even at a time when the risk of a nuclear attack from rogue states has increased. It is clear that he sees all nations as interconnected and that we are entering a critical stage where each action, good or bad, has the ability to impact the whole world. In one of his first press conferences President Obama stated, "The strongest democracies flourish from frequent and lively debate, but they endure when people of every background and belief find a way to set aside smaller differences in service of a greater purpose."

The Obama Brand Presidency will be tested like no other and only time will tell if his vision for America and the world will surmount the obstacles that lay ahead.

Š2009 Patt Cottingham All rights reserved.

Patt Cottingham is a brand communication strategist living in the US Patt Cottingham/USA www.genuineimprints.com www.workforcetobrandforce.com 001-201-612-5533 threeft2@gmail.com