“Me” Versus “We”: Individualism Driving American Brand Values?
Biden-Harris won, the pandemic is surging, the economy is in ruins, and the pundits are still trying to understand why – including how Trump managed to attract 70 million votes. Behind these historic events is the growing influence from individualism, which helps explain this election and the pandemic. But will this underlying social trend continue to transform those values traditionally associated with brand “America” – e.g. kindness, caring for others/empathy, trust and fairness, integrity and credibility? Masks for Fighting Covid-19 Nowhere is this rise of individualism more evident...
Read MoreThe Rise and Fall Of The Trump Lifestyle Brand
The revelations from Trump’s tax records in late September demonstrate two fundamental lessons about branding: (1) how smart branding can generate new opportunities and lots of financial rewards, and (2) the crippling pitfalls of not managing and sustaining a lifestyle brand with consistent integrity and credibility. A “lifestyle brand” is based primarily on the perceived image of a particular person. For example Martha Stewart and Ralph Lauren are noteworthy lifestyle brands, as is Donald Trump. They all have a reputation for admired success that resonates with their customers, so much...
Read MoreWhat Brand Archetypes Fit Trump and Biden?
The concept of archetypes was originally created by Carl Jung, the famous Swiss psychologist in 1919, based partially on Plato’s ideas and also on historic cultural, personal and mythical images. Marketers often use the personality traits of an archetype to position a brand so it reflects the values and desires of targeted customers, on the assumption that people emotionally connect with such brands. And each political candidate is essentially a brand as well. As we enter the final stage of the Presidential election, it may help voters if they can view candidates thru the lens of these...
Read MoreShareholder or Stakeholder Capitalism? Need New Brand Profile for CEO’s?
The purpose of a corporation is undergoing wide scrutiny today – i.e. continue to focus on shareholder profits or broaden its goal to embrace all stakeholders? Last year chief executives in the Business Roundtable representing the 181 largest U.S. companies met and committed to “lead their companies for the benefit of all stakeholders – customers, employees, suppliers, communities and shareholders.” Since then other drivers have reinforced this fundamental transformation. Covid-19 has heightened broad expectations that companies should serve all stakeholders, especially in light of...
Read More“5 Epic Crises” That Will Impact Brand Values
On June 26, David Brooks wrote a column on “America Is Facing 5 Epic Crises At Once” in the NY Times https://www.nytimes.com/2020/06/25/opinion/us-coronavirus-protests.html, which has been widely read and quoted since. We are only half way thru 2020 and already it is predicted to be a memorable and pivotal year for American democracy and business. A common thread for all these seismic changes is the transformation of values in our culture, with new attitudes, passions and desires by American people. And since rebranding is about identifying and appealing to these shifting values, the...
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