Mark Edward Taylor, in “Branding Obamessiah: The Rise of an American Idol,” carefully reconstructs how six sacred branding strategies turned a mere mortal into an American savior. Taylor clearly believes that Barack Obama was too politically inexperienced to become president of the United States. Our current president was, however, very skilled at branding. Obama’s strategies were composing a creation story, chanting sacred words, venerating sacred images, observing sacred rituals, bringing in believers and coloring the messiah.