Desiree Rogers Approaches Job as Chief Marketer of Obama Brand

Desiree is the social secretary, who plans all the White House social events. This story in WSJ's magazine isn't exactly flattering, but it's interesting.

Desirée Glapion Rogers is the descendant of a Creole voodoo priestess named Marie Laveau Glapion. The first time I meet her, she welcomes me into her East Wing lair—a rhythm and blues tune plays on a white iPod, a potted white orchid perches between two windows, fresh flowers sit on a heavy wooden desk. This is a woman who never sees a wilted bloom. The 49-year-old turns on just enough Southern charm to camouflage an aura of self-assuredness typically reserved for runway models or first ladies. Wearing a crisp white shirt, black patent flats and high-waisted navy slacks that would look terrible on almost anyone else, Rogers talks about her job as White House social secretary.

If there’s one thing Desirée Rogers and Desirée Rogers’ staff want you to know—and will keep reminding you until you get it—it’s that the president and Michelle Obama plan to open up the White House and once again make it the “people’s house.” They want to create an environment where average Americans might stop by and catch the first lady serving homemade huckleberry cobbler and caramel ice cream to students, tending to the vegetable garden on the South Lawn or watching the romantic comedy “He’s Just Not That Into You” with her girlfriends. The president is, of course, meeting with foreign dignitaries. In one of the most visible roles in the Obama administration, Rogers is out to solidify the first family as one of the most memorable in presidential history, and the Ivy League–educated first lady, in particular, as the most popular mom-in-chief. Read the rest at WSJ

She's the social engineer:

“She’s been a social engineer from the beginning,” says Shawnelle Richie, a friend and Chicago-based television executive for a division of CBS. “It’s beyond parties, it’s the way she connects with people.”

Her relationship with Michelle Obama:

Rogers, who calls herself the “eyes and ears” of Mrs. Obama, has known the first lady for nearly two decades. They met through Rogers’ ex-husband, John Rogers Jr., who played basketball at Princeton with Mrs. Obama’s brother, Craig Robinson. They have an easy way together, elbowing and joking, chatting about their daughters and smiling widely at each other, the way only old girlfriends do. Mrs. Obama pops her head in Rogers’ office to chat like someone who is still surprised that she works down the hall from her friend. Friendships with all the right people may be one of the reasons that Obama chose Rogers for the job of planning every social event that takes place at the White House—from black-tie dinners to pickup basketball games, press conferences, movie nights and birthday parties.

Her approach to the job is boosting the Obama "brand" as if the White House were Coke or Starbucks:

“We have the best brand on earth: the Obama brand,” Rogers says. “Our possibilities are endless.” Like all brands, the Obama brand has a “crown jewel,” she explains, and that crown jewel is the White House. Think of it like Unilever’s Dove, a consumer brand Rogers says she admires. Having started with a simple bar of soap, the utilitarian Dove brand now boasts such grooming products as shampoo, body wash and deodorant. In 2004, its “Campaign for Real Beauty” featuring plus-size and older models generated a flood of publicity, boosted sales and made the brand seem approachable and public-service-oriented. “You basically need to understand what your customers want and need,” Rogers says.