The Obama Factor: Chicago Hair Salon Cashes In On President's Brand Appeal

You don't need to sell tacky merchandise to profit from the fervor surrounding Obama's inauguration. Mike Elsheikh, a hair stylist in Chicago, purchased his old employer, Ossama's Hair Design, and rechristened it "Obama's Hair Design."

While Elsheikh says that the new moniker has attracted more customers to his business, you have to wonder if that has more to do with abandoning "Ossama" than adopting "Obama."

It still speaks volumes, however, that Elsheikh would even think to name his business after the president. We certainly did not see any Dubya hair salons pop up in the last eight years. It's hard to think of another president who's had more appeal as a brand than Obama.

But I don't think that's all good news for him. This presidential marketing craze could have negative political consequences. He's already an icon, like a Che Guevara, before he's even assumed office. How can Obama possibly live up to such high expectations when he actually has to implement policy? I don't think Ossama's Hair Design will regret the name change, but I don't expect other businesses to follow when people realize that Obama is a politician and not a savior.

NPR's All Things Considered has more, including a conversation with Elsheikh.