Barack Obama: Can Celebrity Close The Deal?

1303207-871072-thumbnail.jpgObama is still “Mr. Personality” in the Democratic field, and he has strengthened his brand even more in this area.  Just as importantly, he has also improved his standing on performance.

As for his previous strengths, Obama’s net personality score rose six points to 32 percent.  The Illinois Senator made a huge leap in net score on trustworthiness from 14 percent up to 24 percent.  His net likability rating improved by four points;  warmth and personal charm improved six points (to 37%), and “looks most presidential” rose seven points to a net score of 24 percent.

In the area of performance, Obama’s average score rose seven points.  While he continues to trail Clinton significantly across this brand dimension, Obama has made progress, most prominently on having the best plan for the war in Iraq.  While just 11 percent preferred Obama in April, 23 percent now believe he has the best plan.  He trailed Clinton by 17 points on this issue in the April survey, whereas the gap between the two has now narrowed to just six points.

What We Said In April

  • Barack Obama is Mr. Personality.  Voters find him interesting, likable and, well, exciting.
  • If Clinton is a stationwagon, Obama is probably a BMW Z4 convertible, sporty, flashy and fun.
  • He’s Apple to Hillary’s Microsoft.
  • Obama is the Chicago Cubs – intriguing and beloved by the casual fan, but without many championships to show for it.

Brand Attributes

  • Warmth and personal charm
  • Likable
  • Interesting
  • Good reputation
  • Least prepared
  • Lacks relevant experience