The Obama brand. It’s powerful and it’s everywhere — from J. Crew, IKEA, Pottery Barn, Ben & Jerry’s ice cream and Southwest Airlines, to the American Coalition for Clean Coal Electricity and the National Education Association (NEA). This would be ideal for most businesses or iconic figures. But it presents a dilemma for the White House — a very public brand balancing act. According to White House spokeswoman Jen Psaki, they’re working on a policy that will “protect the presidential image while being careful not to squelch the overwhelming enthusiasm that the public has for the president.”

That’s a sticky widget — especially when you consider this comment by Al Ries, chairman of Ries & Ries, about the Obama brand. Ries states, “Now’s the time to latch on to his coattails, because it isn’t going to last forever.”* Yikes. OK, it’s pure fantasy to think this “yes we can” enthusiasm won’t fade to some extent — but I don’t think I’d be alone if I admitted that I don’t think the world can afford for the message to drastically fade away.

Yes, social marketing is everywhere. Yes, icons are subject to mockery and adoration. But never before has a living President had such a prevalent brand. Never before has the world faced an economic and environmental crisis like it does now. Given the uniqueness of the Obama brand and the unique socio-economic circumstances we all face right now — how do we feel about coattail marketing of the Obama brand? Will it hasten the “fade” of a brand that, quite frankly, has a lot depending on it? Will it cheapen the Obama brand if it brings forth images of sweater sets, ice cream and do-it-yourself furniture?

And is retail-coattail marketing different from NEA using clips of Obama in a TV ad that promotes real change and reform in education? What about McKinstry Co., a contractor Obama visited during the campaign, who was praised for improving energy efficiency at schools and offices? They have a clip of Obama on their site. Do we pump our fist and say, “Good for you. You are a model for the nation.” I do.

Ries notes, “There’s just no question that any marketer that can find an angle would benefit enormously with the association.” The question is — should they? I don’t have the answers. Maybe you do. But I know this, while I may want a nice reduced rate for my next flight south, I’m not so sure it’s a “yes we can” kind of moment for me.

*As quoted in “White House Lawyers Look to Limit Commercial Use of President,” by Julianna Goldman