Midway through this morning I realized I had forgotten to detail one other marketing tactic Obama has seized on to vault to the top of the polls.

The only marketing book I've ever read, and even if I read a thousand I suspect it would still be the best, is Positioning by Al Ries and Jack Trout. In this book Ries and Trout break down their very simple, yet logical, theories of marketing.

One thing they say is that you must refine the idea of your product down to a single word, and then own that word. Category cars, buzzword "luxury": how many people were seeing a Cadillac? Category hotels, buzzword "luxury" again: who's thinking Ritz-Carlton? It goes like that.

So you're in an election year when the president's approval rating is at 30% and possibly even sinking. What does this show the people want? Change. So what's your word? Change! Make a sign with "change" in a large font and put it on the front of your podium every time you speak. After awhile even when people go to the grocery store and ask for change, your name and face will flash in their minds.

Barack and Michelle Obama have thrown in a couple of other words for variety's sake, and of course those are "hopes" and "dreams." Can't you just imagine a marketing consulting company hooking a focus group up to sensors and testing the effect different buzzwords had on their brain activity? "We found that the words 'hope' and 'dreams' increased the release of serotonin into the bloodstream five fold."

Then there's the "Yes we can!" chant. Yes they can what? And who ever denied they could? No one wonders, they just know they get a sense of power affirming their own potency as part of a large group. No doubt a good chant causes a hypnotic effect. More reading on group psychology could reveal what's going on here.

A local radio show played a tape of Hillary trying to copycat the "Yes we can" chant with "Yes we will," which didn't sound nearly as powerful. I hope it was edited for comedy's sake because it was really pathetic. Bill may have to distance himself from Hillary to preserve his integrity.

Maybe I went a bit far comparing Barack Obama to the Hindenburg, but that depends on what happens in open combat with the Republicans in the upcoming months. The party that portrayed Bill Clinton as a rapist and murderer will not shy away from ripping BO up on fear of being called racist. They have no significant black constituency to lose.

Hold onto your hats, Obamabots, this could be bumpy.