Will your brand get trumped?
In stunning fashion, America just elected a president who had encouraged his rally goers to beat up demonstrators, bragged about groping women, and regularly engaged in cyber-bullying on Twitter. If yesterday’s results proved anything, it was that a surprising number of Americans were hungry enough for change that they were ready and willing to pay a steep price for it.
Credit: YouTube
So where do we go from here?
What does it mean for brands as they seek to be relevant in this new era?
We've all seen mean-spirited ads out there from time to time. We've also seen way too many ads and brand content where women and minorities are stereotyped bit players for the white male hero. Will there be more of that kind of antagonistic, biased, me-first, win-at-all-costs messaging for brands now?
Trump as a president and role model could certainly embolden those who have held back on their feelings about minorities, immigrants, women and other vulnerable groups. And while some like to refer to this restraint as "political correctness," rather it is human civility and compassion. Unfortunately both have been diminished as part of this election.
Globally, the nativist underpinnings of the Trump campaign have led to uncertainty as to our foreign policy. What can our allies and neighbors expect of this new America?
Advertising and brand content for social platforms is often a projective mirror of our nation’s–and the world’s–collective mood. Right now that mood is anxious, edgy and divided. Will the brand creative that follows also become more belligerent and provoking to align with what many voters expressed yesterday?
I'm betting not.
At least not for brands that are built on a solid value proposition for their consumers. In fact, I believe that there will be a positive backlash to counter-balance the negativity and mean-spirited wave that has washed over our country–and the world for that matter. Folks are tired of the malice, and exhausted by this election. We all could use a break. Let’s not forget, on a popular vote basis, 52% of the country voted against Trump.
This does not mean that everything is going to be like Oreos, Dove and Always, three great examples of campaigns that came out with strong, if not bold and risky, socially progressive brand platforms. It doesn’t mean we’re going to be seeing mushy creative that will not break through and be dismissed. Brands will still have to deliver great creative that has a meaningful, relevant connection to culture–and their target consumer. Ultimately, brands that are willing to take a stand, embrace all of humanity and champion a positive spirit of inclusion and goodwill will win out. It's a simple market share equation. And, I have to believe that while Donald Trump won the U.S. election, what's good and decent in humanity will ultimately prevail for brands, and for all of mankind.