The Big Money Sells Michelle

Why a black first lady is a marketing gold mine.

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Michelle Obama has loudly signaled that she intends to be entirely her own kind of first lady; her evident independence will bring her lots of attention, but Mrs. O may be a huge branding opportunity and not just for the Obama administration.

In "Selling Michelle" on TheBigMoney, Lauren Sandler looks at the marketing possibilities that Michelle represents. "Marketing consultants are already salivating..." she says. But what people love about Michelle is not the fantasy she inspires but the sense she gives of being real. Sandler writes: "...Her marketing power won't be measured by whether her victory dress sends the well-heeled to designer Narciso Rodriguez's spring trunk show."

She continues, "Instead, especially in these times, her force is a mainstream gale. You know it when the administrative assistant in your office shows up in one of the H&M outfits Obama sported on the campaign trail."

Read the entire article here.