In the Wall Street Journal’s magazine this weekend, Amy Chozick writes an interesting profile of Desiree Rogers, the White House’s point-person for developing the Obama “brand”:

“With her direct access to the first couple and unparalleled connections to White House staff, as well as D.C. and Chicago power brokers, Rogers is considered by many to be the key to Brand Obama. She stands at the center of the careful marketing of the first family and an administration-wide effort to make the White House appear a hip and accessible abode. Mrs. Obama’s press team manages a media blitz that includes cover shots on People, Vogue and Oprah’s O magazine, among others, while Rogers controls the day-to-day development and execution of the brand. The former marketing executive must create a White House that helps Americans visualize Mr. Obama’s campaign promises of change and transparency.”

The Obama Team’s effective branding during the campaign was key to his victory, as Obama senior advisor Jim Margolis recently discussed. Watching how they manage the brand as Obama transitions from candidate to leader is critical to understanding his Presidency.

Tags: branding, communications, obama, wall street journal