How Trump Has Tarnished The Brand Image Of American Goods Abroad.
The goal for any brand is to create a strong bond with consumers. Brand loyalty is sustained by maintaining a perception of trust, credibility and authenticity. Price always matters, but emotions can play a crucial role for keeping customers happy and satisfied. Historically American companies have been leaders for establishing significant brand franchises in Canada, Europe and the rest of the world. With their pioneering brand marketing acumen and credible product quality, the American heritage has been an essential ingredient for the long-term success for many consumer brands. However,...
Read MoreTrump Claims Our Economic System Is A “Disaster” – Really?
President Trump uses the word “disaster” to describe not only the economy he inherited from the “disastrous Biden administration”, but also for the fundamental drivers behind our economic growth: international trade, universities and their scientific research, technology for innovation, immigration talent, etc. Our economic system is like a brand in that both are created to be strategic and sustainable, with core promises. Indeed, Trump has said only he could reverse the “staggering American decline”. The extraordinary disruption that Trump has created over the past four months is an...
Read MoreHow New Brand Names Reveal Emerging Values And Trends
A name is the face of a brand, the first impression of what a brand is all about – e.g. its values, promises and image. Ideally a new name should also consider social trends that are pertinent. Today, more young parents are choosing unique names for their babies that reflect their own values, a trend relevant for business and politics. Insightful Analysis On What’s Behind A Name In March, The Economist reported on their proprietary study of 400,000 parents born in America and Britain over the past 143 years. Using artificial intelligence, it analyzed the top five connotations of all popular...
Read MoreHow Trump Has Destroyed Trust in Brand America
It is difficult to fully comprehend the chaos that Trump has created in the past two weeks, especially the long-term implications for the U.S. and the world economy. What is at stake is trust in the U.S. brand as the most respected, safe repository for international trade and investments, plus the world’s most reliable steward of peace and prosperity. Views from “The Economist” This respected business conservative magazine described their reaction in a recent issue to Trump’s new trade policies, under the headline “Donald Trump‘s Mindless Tariffs Will Cause Havoc”. Some excerpts: • “It’s...
Read MoreThe Democrat’s Challenge: Restoring Brand Trust With Fresh Ideas
Trump’s recent speech to Congress revealed two stark realities. First, despite many falsehoods, the enthusiastic support from Republicans was overwhelming. Second, the Democrats looked weak and lost, with no clear, convincing response, no new ideas and no leadership. The Republicans did their homework and positioned their election promises wisely. But the Democrats can learn from this too. The key to successful branding is to fully diagnose and understand your target customer (or voter). Economic statistics are not nearly as relevant as voter perceptions, especially how they feel and...
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