Brand lessons from a politically polarized country

Corporate-BrandingRepublicans and Democrats are more divided along ideological lines – and partisan acrimony is deeper and more extensive – than at any point in recent history. And these trends manifest themselves in myriad ways, both in politics and in everyday life.  There are some key lessons here for brands if they are only willing to learn.

So the divide between Republicans and Democrats has widened, but what about the people in the middle?  Too often these people don’t get involved in the political spectrum and have become the silent majority.  The same can be said for most brands and products.

People who comment on your brand in social media are either very strong supporters or have an ax to grind because your brand/company let them down.  However, the people who purchase your products/brand may be satisfied with it to the point that they purchase it and use it.  That’s the end of the relationship for them.  They are not going to go on social media to tell others unless they are true brand advocates or you really piss them off.  It’s for this reason that marketers need to focus on execution of the four P’s than creating a great social media brand page or thinking that social media is going to be more effective than a great POP display or packaging.

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We talk about the brand promise a lot, but until you understand the brand promise from your customers POV you’re farting in the wind.  People don’t want you to intrude on their personal time because they use your pasta sauce or eat you frozen pizza.  Just give them what they want and don’t try to get over on them and you’re going to find that your brand will survive and thrive.