Branding Opportunities For A New “Summer of Hope”?
It seems the world situation has never been more depressing– e.g. bitter polarization of our politics, Russian atrocities in Ukraine, dangerous competition with China, the sad revelations about Trump’s latest corruptions, more mass shootings, and now pollution in the Northeast from climate change fires in Canada. But the summer is about to start, which is traditionally a season of hope, optimism and adventure. And with this comes opportunities for brand marketers to identify new flavors and microtrends to emotionally connect with...
read moreHow Our Toxic Culture Is Negatively Impacting Gen Z Youth
American culture remains in constant flux. Over the years, each generation has experienced changing values and behavioral traits shaped by wars, economics, new innovations and especially technology. These cultural upheavals are important for brand marketers as trends and emerging values require careful adaptation. In her new book, “Generations”, the psychologist Jean Twenge states “technology has completely changed the way we live, and the way we think, behave and relate to each other”. Twenge summarizes the special characteristics of each...
read moreThe Evolution Of “Woke” In Political Branding
In March I mentioned to a friend that my daughter recently spoke at a global UNESCO conference in Abu Dhabi on “safeguarding cultural heritage”, mainly relating to climate change. He asked if that was an anti-woke message. I was confused as I hear so many interpretations of what “woke” means today. Did my friend infer that this message was a positive or a negative? I asked myself, how could anyone question climate change or the importance of country’s cultural heritage today. The term “woke” is being used often these days,...
read moreWhy A.I. Can Use An Emotional Branding Dimension
Artificial Intelligence (A.I.) is coming with a vengeance. Most pundits predict A.I. will dominate business, the arts, education and most communications in the future. But as David Brooks of the NY Times pointed out in his February column “In the Age of A.I., Major in Being Human”, the effectiveness of A.I. is often limited by a lack of emotion, passion, and imagination – the critical human values for fully engaging its audience. As Brooks describes it, “it feels kind of lifeless”. Business can improve the use of A.I. if it adopted the...
read moreFinland: The Brand Leader For Resisting Misinformation
Misinformation has become a severe worldwide problem and a major contributor to rising divisiveness, hatred and even violence. With social media, in particular, opening the door for anyone to create and share falsehoods and conspiracy stories, overall trust in media and government institutions is at an all time low. This has also become a quandary for defenders of freedom of speech, especially when misinformation endangers one’s health (e.g. promoting ineffective or unsafe medications for Covid). Europe has traditionally been more...
read moreWhat George Santos Reveals About Brand Authenticity
George Santos, the recently elected Republican Congressman from New York, has taken the disinformation phenomenon to a new level His lies about his background were so blatant and full of extreme fantasy that it begs the questions of why, how did he get away with it initially, and what can we learn from his attempt to invent a new life, or really a new personal brand. Moreover, what does this tell us about the dangers to our society when such extreme misinformation can enable untrustworthy politicians into our government? A branding...
read moreThe Emerging Re-Branding Battle: Stakeholder And Woke Capitalism
The gloves are coming off. The lines are being drawn. Just like everything else these days, the interpretation and branding of a new version of “capitalism” is being politicized, dividing business and community leaders, and of course politicians. The steadfast emergence of stakeholder capitalism as a model for promoting the public good beyond just making a profit, has created an intense backlash, mainly among conservatives who label it “woke capitalism”. The driving force of social responsibility, especially among young people and also...
read moreViewing 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,...
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