Overexposure is not a threat to new brand of presidency

Last week, President Barack Obama continued the aggressive media tour strategy he adopted long ago, this time stopping in to visit Jay Leno, making him the first sitting president to do so, as well as 60 Minutes, and then held a prime-time, hour-long press conference.

Last week, President Barack Obama continued the aggressive media tour strategy he adopted long ago, this time stopping in to visit Jay Leno, making him the first sitting president to do so, as well as 60 Minutes, and then held a prime-time, hour-long press conference. He also released a March Madness bracket to the public. But some pundits have begun to complain that Obama's “brand” is becoming overexposed.

However, he's not a packaged goods company or a tech startup, he's a president – and a president that the public, judging by the record-breaking viewership for The Tonight Show with Jay Leno, wants to hear from right now.

Some critics have suggested that Obama risks not only diluting his brand from the overexposure, but also appearing like he's taking his mission less seriously given all the time he spends on interviews. However, with the country in turmoil, Obama and his team are smartly focused on giving interviews to further explain their legislative actions. Now, if the president was captured out dining, golfing, etc., that would not be the right kind of exposure.

And as Meghan McCain, republican daughter of Sen. John McCain, told Larry King recently, Obama needs to be careful because he's treading on the line of overexposure, but, “It is a different generation. [My] generation... we like our celebrities.”

Of course, this might not always be the case, and Obama and his handlers should carefully monitor the situation to know when to pull him out of the limelight a bit. But right now, as long as he's talking about the economy, he is aiding, not damaging, his brand. And he's proving he understands how and where to reach his biggest stakeholders – the public. It's not always on the White House lawn, but sometimes on ESPN or late night TV.

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