Viewing 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...
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...
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,...
read morePR Firms Face Brand Image Challenge On Climate Change
Public relations is a distinct communications vehicle because it uses primarily third party groups to spread information to shape public opinion (e.g. “the best PR is invisible PR”), hence considered somewhat “neutral” and more credible. The brand image of PR is based on this high level of trust and credibility, but this perception is now being challenged due to its continued support of fossil fuel companies and the issue of climate change. Public relations is a distinct communications vehicle because it uses primarily third party groups to...
read moreThe Rising Pressures To Re-Brand MBAs And Update Curriculums
Decades ago when I got my MBA from Tuck at Dartmouth (the first graduate school of management – 1900), there was only one course that focused on soft, interpersonal skills – OB or Organizational Behavior. Surprisingly many classmates later admitted that they found this course invaluable when they discovered the realities of corporate politics and other cultural nuances. Until recently Tuck and other leading business schools have focused on the traditional topics of finance, marketing, accounting, digital literacy, strategy, microeconomics,...
read moreThe Dynamics of Friendship, Branding and Politics
I recently went to my college (Colby) reunion and was reminded of how rewarding it was to reconnect with old friends. Despite our different careers and social lives over the years, we still share the same values and interests. This experience reminded me of the similarities to good branding and also some frustrating dimensions of our political system. What Friendships And Branding Have In Common Trusted relationships are the key for friendships and successful brands, where an emotional bond exists between friends and between a brand and...
read moreHow Republicans Have Mastered Emotional Provocation
As the mid-term election approaches, Republicans and Democrats are already fiercely attacking each other on controversial social, economic and political issues. Each topic is characterized by deep polarization, consistent blaming, distrust and intense passion. In particular, the Republicans continue to effectively raise the temperature with their emotional accusations to denigrate Democrats and exacerbate the anger of their loyal base. These Republican communication tactics also reflect proven principles of branding and marketing. It...
read moreThe Cancel Culture War Now Challenging The Hallowed Disney Brand
The Disney brand might be the most trusted, engaging brand in the world. Disney’s brand promise is simply about making people happy – “about wishing on stars and finding true love and living happily ever after”. The brand’s target audience is literally everybody, and its reach is truly vast, “dreamers” all over the world. And its values include diversity and inclusion, which have unfortunately become the focus of attacks by conservatives recently. As everyone knows, politics today has become extremely polarized, often sourced by...
read moreNew Insights On Disinformation From The Ukraine War
The outrageous Russian invasion of Ukraine is a tragic nightmare that no one could have imagined only a few weeks ago. The outcome of course is uncertain at this stage, but already there are lessons to learn that can provide some useful insights on one the biggest social viruses in our time – the unprecedented rise of disinformation. In particular, Putin’s clampdown on free speech has been beyond belief, replaced by a dominating spread of false information. The Harmful Dangers of Disinformation Manipulating Public Opinion – the...
read moreA Re-Branding Challenge: Transforming Portland ME Into A New Tech Hub
Maine’s largest city, Portland, has become “hot” in recent years. Unemployment is only 2.2%, the food scene is creative and trendy, population growth of its metropolitan area has been strong, and Zillow rates its real estate market “very hot”. Its location appeals to active Millennials, only two hours from Boston, with a stunning coast and nearby mountains offering adventurous skiing, camping and hiking. But questions linger on whether Portland can get beyond its basic lobster and tourism business. City leaders ask what will drive the...
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