What George Santos Reveals About Brand Authenticity
George Santos, the recently elected Republican Congressman from New York, has taken the disinformation phenomenon to a new level His lies about his background were so blatant and full of extreme fantasy that it begs the questions of why, how did he get away with it initially, and what can we learn from his attempt to invent a new life, or really a new personal brand. Moreover, what does this tell us about the dangers to our society when such extreme misinformation can enable untrustworthy politicians into our government? A branding perspective can help explain the intentions of Santos. ...
Read MoreThe Emerging Re-Branding Battle: Stakeholder And Woke Capitalism
The gloves are coming off. The lines are being drawn. Just like everything else these days, the interpretation and branding of a new version of “capitalism” is being politicized, dividing business and community leaders, and of course politicians. The steadfast emergence of stakeholder capitalism as a model for promoting the public good beyond just making a profit, has created an intense backlash, mainly among conservatives who label it “woke capitalism”. The driving force of social responsibility, especially among young people and also many corporate leaders, has significantly expanded...
Read MoreViewing The “Election Denier” Faction As A Lifestyle Brand
A lifestyle brand is an idea with a promise based on specific values or interests shared with its audience to make an emotional connection. It could involve a group of people, a culture or an individual (e.g. Martha Stewart). The election denier group in the Republican Party is essentially a lifestyle brand. It is the face of an extremist conglomerate of MAGA voters, Trump supporters and far right conservative activists, who all reject the 2020 election results despite no evidence. Understanding how this new lifestyle brand is perceived by all voters today helps explain the Republicans’...
Read MoreA Branding Perspective On The Popularity Of The British Monarchy
The end of Queen Elizabeth’s 70 year reign brought sadness around the world, but also questions for this well-known brand for the future. Examining the monarchy as a famous brand provides some useful lessons for marketers, especially the implications of Queen Elizabeth’s beloved and revered appeal. And looking ahead, can Charles III replicate the dignity and respect that Elizabeth achieved, and importantly bring people together like Elizabeth did? Why The Monarchy Excelled Under Elizabeth II There are some special principles for successful branding which Elizabeth personified for the...
Read MoreHow Far-Right Extremist Groups Are Rebranding
A key driver of the severe polarization today has been the aggressive, disruptive action of extremist militia groups. The far-right in America is basically a decentralized network of groups, militias and political movements. Their “reason for being” consists of three core brand values in common: Passionate resistance to government overreach, often reflected in violence An obsession with individual freedom and independence, even if negating major social benefits A philosophy built mainly on false conspiracy theories and disinformation, usually spread over social media. Most of these...
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