More than that, Obama has shown he knows how to handle his own brand. He stayed on message, whereas McCain's Most Vicious Attack Was on His Own Brand Name (Bob Garfield, 11.10.08):
Country second. Political expediency first. Strategic rigor about 18th. My friends, what a terrible campaign. John McCain lost the election for many reasons: Bush's failed presidency, the economy, the Wall Street meltdown at the most inopportune time, the disastrous bet on towering ignoramus Sarah Palin, and not least the lavishly financed, nearly flawless campaign by his opponent, already a singular figure in American political history. Still, strategically and executionally, it was not merely a disaster; it was an embarrassment -- whatever "it" was, because "it" was a moving target. Over the course of two months, McCain's marketing messages were, variously: 1) Country first. 2) Maverick. 3) Don't listen to those ridiculous, un-American, liberal, intellectual, coastal elites. 4) Barack Obama is a superficial celebrity. 5) Tested. 6) Change. 7) Obama is a dangerous unknown quantity. 8) Obama is a socialist. He should have stopped after No. 2, exactly as Obama never stopped talking about the economy, health care and education over and over and over and over no matter what flak the Republicans were shooting in his direction. He was relentless, McCain was reactive.McCain’s agency was Foxhole Productions in Arlington, Va.