How to Brand Obama 2.0

The Takeaway
The slogans "Yes We Can" and "Change We Can Believe In" transformed then-Senator Barack Obama's underdog bid for presidency into a frenzied, anti-incumbency movement that launched him to the Oval Office. Fast forward to today, and President Barack Obama has officially begun his re-election bid, though the word "change" is probably the last one he wants to hear. Cindy Gallop,  advertising consultant and former chairman of ad agency BBH, talks about   how Barack Obama –  one of 2008's most ubiquitous, powerful and recognizable brands –  can re-brand himself to a increasingly dissatisfied electorate in 2012.