A good brand offers a relevant promise and a credible point of difference, its “reason for being”. What is emerging today however, is a form of branding that focuses so much on being different that this distinction often becomes the main focal point, instead of the promise or benefit. This is happening in politics where new candidates (i.e. “outliers”) strongly emphasize their stance as a unique alternative to established rivals. Similarly new business ventures are offering a better value choice compared to traditional brand leaders.
Behind this political phenomenon of “anti-establishment” is a growing perception that government is saturated with corruption and cronyism. Transparency International defines corruption as “the abuse of entrusted power for private gain”. Common examples include influence of wealthy individuals over government, “pay to play” politics, and the abuse of the US financial system by corrupt foreign kleptocrats and local elites. Their survey in September 2017 supports this perception:
- 44% of Americans believe corruption is pervasive in the White House, up from 36% in 2016.
- Almost 7 out of 10 people believe government is failing to fight corruption, up from half in 2016
- The leading sources of corruption: the President and his officials (44%), Members of Congress (38%), and Government officials (33%)
Separately a Gallup poll in late 2015 indicated that 75% of Americans see widespread Government corruption, compared to France (64%), UK (46%), Canada (44%), Netherlands (40%), Germany (38%) and the Scandinavian countries (30%-14%).
This surging wrath at the status quo and distrust of traditional institutions has created a rising force which political scientists call “negative partisanship”. This has manifested itself with Americans increasingly voting based on their fear and distrust of the other side, and not support for their own beliefs. In short, voters are driven more by their “anti” bias and anger against opponents.
This trend is having a huge impact on how political candidates are positioning their personal brand, with a major emphasis on how they don’t represent the status quo. A good example is Lori Lightfoot, a black, openly gay woman who was recently elected mayor of Chicago. She positioned her brand as an “outlier”, someone who is obviously not a member of the “good old boys club”. Lightfoot effectively appealed to this shift in public sentiment and their rejection of an entrenched political culture that traditionally rewarded insiders and dismissed the unknown. She turned her outsider status into an asset to beat Tom Preckwinkle, who is the president of the Cook County Board.
This phenomenon in politics, defined by opposition to the status quo, to the establishment and to one’s partisan rivals, has become widespread across many Western democracies. In France, the “yellow vest” protesters can only agree on their anger against the established norms, but there is no consensus on what they want instead. British voters when discussing Brexit can clearly articulate what they oppose – no to Prime Minister May’s deal, no to leaving the EU without a deal, and no to those who want to stay, but not for any plan for leaving or staying. In the U.S. Republicans ran for three consecutive elections on opposition to Obamacare, but could not develop a cohesive plan to replace it when taking the White House and both houses of Congress.
Traditionally political establishments controlled access to elective office. Today technology has changed this pattern. Candidates can raise money online, running without the consent of party chiefs, and reach voters through social media circumventing gatekeepers and mainstream media. This has produced controversial and outspoken Congressional newcomers such as Alexandria Ocasio-Cortez from NYC. She positioned her political brand as distinctively anti-establishment.
This trend of focusing more on being “anti-status quo” is evident in business too, where established brand leaders in many consumer product categories are feeling the pressure from entrepreneurial brands that position themselves as “outliers” offering better value, and using social media extensively to reach younger, more open-minded consumers. They have endured a decade of stagnant wages, saddled with college debt and are now focused on value. At the retail level, the growth is coming from value retailers like Costco, Sam’s Club and digital outlets.
A good example of targeting category leaders with lower pricing is the razor blade industry. Upstart Harry’s offers high quality, appealing design and more affordable pricing than Gillette or Schick, and has made serious inroads as a result. Similarly, Warby-Parker sells high-quality, stylish, high-end prescription glasses online at a price that significantly undercuts the competition. Both companies give a chunk of their sales to charities, which definitely appeals to Millennials.
This trend of outlier brands opposing the establishment or entrenched competition is perhaps a reflection of our intensely partisan world, which hopefully will not last long. It has certainly proven to be effective recently, but strategically success in the long run will be assured only if a positive message or promise regains its primary focus in brand positioning.
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