How 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...
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 spread information to shape public opinion (e.g....
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, etc. An MBA is the most popular postgraduate...
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 its customers. In a recent book, “Friends” by...
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 starts with good research to diagnose the most...
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 misinformation, anger and a lack of clarity. The “cancel...
Read More
Connect with us