Commercializing The President: Everybody

First it was Ben and Jerry's "Yes Pecan,” and then it was Pepsi. And now, according to Brandweek, Ikea is jumping on the Obama brand wagon too.

Ikea's newest campaign includes out-of-home billboards featuring the "Embrace Change ‘09" slogan on local buses and trains. Ikea is also holding a "mock motorcade," touring the D.C. area Jan. 15-16, which includes strapping "furniture fit for a president" on top of vehicles. From Ikea's point of view, it's simply a good branding opportunity.

"We have never had an opportunity to do anything surrounding the message of change from a national standpoint," Marty Marston, public relations manager for Ikea told Brandweek. "[Obama's] notion of change and his commitment to fiscal responsibility match the Ikea philosophy of practical and affordable home furnishings for all."

But is it really a good branding strategy? Marvel Comics seems to think it's smart for Spiderman. And although BlackBerry didn't ask for an endorsement, it sure did appreciate it. But is it really a good thing? If you consider the fragile brand theory, then only if the original brand holds.