Obama's Brand Manager

I was reading the The Wall Street Journal Magazine (I never knew the WSJ published a magazine) on the flight back and came across an article about the Obama brand and its "brand manager", White House Social Secretary Desiree Rogers.

It's an interesting read...

Summing up what she does for a living, Rogers says she plans events that “promote the Obama presidency” and make sure “the White House asset is reflective of who they [the Obamas] are.” In keeping with her corporate background and her Harvard M.B.A., Rogers uses words like “strategic plan” and “brand” when she describes how a constant string of lunches, parties and concerts can help her mission. “You have to think about it [the social secretary job], in my mind, almost like a business.