The Subtle Messages Inherent in "change.gov"

[CatBO]

I think that the Obama administration, in establishing http://www.change.gov sends a great message about Obama and his judgment.

Think about the conversation: They are informed that they can set up an official .gov website. Someone, somewhere, asked either Obama or a member of his team, what the URL should be.

I've been in many conversations where we've tossed about domain names for consideration. But I'm betting it didn't take them long.

What would have the domain name been for GWB? Probably bush.gov, or georgebush.gov. All about him.

The Obama campaign, in naming this website, sent a strong, yet subtle message. A reminder, even to the naysayers, of what this election is about. Every time someone who didn't vote for him, or actively dislikes him, wants to find out about the transition, they have to type in the six letter fundamental message of this campaign to find that information: CHANGE.

Obama's presidency isn't all about Obama, so we don't have "barackobama.gov". It's not even about the position, right now, so it's not "44thpresident.gov" or something stupid like that. It's not even about you and me, saving us from a URL like, "americaschoice.gov". It's not even about the fuzzy, warm aspect of his campaign. Otherwise, we'd be typing "http://hope.gov" into our browser.

No, it's not about any of us. Obama's presidency is about what we all will do together: CHANGE. CHANGE this country. This domain name, much like Obama's message, is about a verb, an action, a movement, not just a concept or a persona.

Another beautiful, subtle aspect of the domain name? It's anti-Bush. In six short, memorable letters, one simple syllable, the Obama administration's website conveys that what you'll see, from day one post-election, is a change from Bush's failed and corrupt administration.

I am sure most people will miss the masterful message that Obama's team chose to convey in this, their first official administrative website. Or they will note it on one level, but will fail to realize the multifaceted ways that it addresses the core of the American psyche that got him elected.

Obama's new website's name says it all. We are here to work. We are here to roll up our sleeves. We are here to make a difference. We are here to change, all of us, this country.

God bless America, she finally has a great leader. It has been so long.

Now visit! http://www.change.gov

[OneGrassRoot]

1. I agree. I pay attention to such things as well, from a business perspective....

The name is active, not passive; and it's INTERactive.

Seems simple, but we haven't had politicians think this way before. Granted, the technology opens a world up to them, but they are USING it!!!!!

Woot!!!!

[CatBO]

2. Obama and his team took branding to a whole new level...

The "O" logo. The messaging. The colors of their campaign.

Whoever is in charge of their marketing is brilliant. If his Presidency is half as brilliant as the tools they put together to get him elected, we are truly fortunate to be citizens of a newly great nation.

[OneGrassRoot]

4. Absolutely. VERY impressive. Just wow....... n/t

[Patiod]

14. I agree - I work in market research and have seen good and bad

and man, his is GOOD. Colors, logos, fonts -- notice the fonts have gotten more Presidential!

I've been saying for months, if he runs the country like he ran his campaign, we're in GREAT shape

[high density]

9. The website even offers up a section where people can submit their thoughts

I wonder if the freeps have found it yet.

[ogneopasno]

3. I said this earlier, but what we're seeing here is Campaign 2.0. The use of technology, marketing,

design and communication in such a powerful way is really going to blaze a trail for future campaigns. It wasn't just about "McCain doesn't use e-mail!" It was the ease with which, top to bottom, Obama's people got the message out in an engaging, succinct and powerful way.

[CatBO]

6. They are completely raising the bar...

Obama's team is raising the bar on every aspect:

- Communications
- Transparency
- Branding
- Messaging
- Networking, socially and politically

I think that this is the last campaign where it will be considered politically acceptable to acknowledge that you don't know much about computers. From this campaign forward, such an acknowledgment by a President would be akin to him saying he doesn't know how to use a telephone.

Obama represents a new generation. Some say "Gen X" but I think he's on the cusp of barely being Gen X. It doesn't matter though, he's going to fundamentally change technology and how it's used in government and I can't wait to see it happen!

[tosh]

8. They are raising the bar...

and gracefully accepting the torch to carry it forward into a new age.

[eshfemme]

5. Yes, you can tell the web design of the site is deliberately modeled after his campaign's

And his campaign is celebrated in how inclusive it was of its followers. I wouldn't be surprised to find out that the site will have added features to help give input and follow the transition.

[CatBO]

7. Yes, I noticed the similarities immediately...

I wondered, during the election, as they so masterfully found and utilized volunteers and targeted the electorate, what this will mean when he is President.

Will we be able to sign up for brief text messages from our President?

When there's a national emergency, will we find out in seconds, rather than minutes or hours?

With a President who can skillfully target the electorate, will we be mobilized more as volunteers in service organizations?

A "community organizer" as a President is a huge thing. He's got the largest community of any community organizer in America now. I can't wait to see what great things he helps us do for our country!

[golddigger]

10. Change? Nothing about GLBT rights at all...NOTHING?

:cry:

[RayOfHope]

13. No there isn't, so he needs to hear from us. There is a link to submit ideas

its a box featured on each page.

[Waiting For Everyman]

11. The tyranny of the idiots is over!

Especially where I live near D.C. I'll be very glad to see the old "ruling class" moving away, and the best and brightest moving in.

I feel like the Munchkins at the beginning of "The Wizard of Oz".

[NMDemDist2]

12. I think a lot of our DUers (esp. the young ones) should apply for a job!

http://change.gov/page/s/application

[phusion]

16. DUDE!

I'm going to "apply" right now!

[hootinholler]

15. Now consider that this behavior is instinctive.

I doubt they consciencely had those realizations, but rather, it simply felt right.

-Hoot

[TheDonkey]

17. I actually just think it is some clever marketing. Obama's not dropping the "change" slogan

he'll be using it in 2012, to continue the fight.