In 2008, Obama was just so startlingly far ahead of everyone else with his whole communications program, both in the way it was conceived and the way it was implemented: all the innovation he had in social networking, using without any embarrassment the trappings of consumer marketing and consumer branding. It was such a nice fit between what his message was that year and the package it came in that I think it just added up to a real success.
Certainly, it was an imitate-able success…there’s much less distinction between Obama and Romney this year.
Their differences have little do with the way they’re deploying their graphics — although, as a designer, I assure you that Obama’s graphics are better than Romney’s. But they’re not as startlingly different in their very nature as they seemed to be four years ago.