This makes a lot of sense, especially when you consider that Trump essentially is a brand. I just find it interesting that American brands typically don’t dwell on the negative (e.g., beverage brands tend to talk about tasting better, rather than saying the competition tastes like crap). Also, we tend to be leery of brands that will “solve all your problems.” And yet both of those approaches appear to work for Trump.
Fear, uncertainty and doubt (a.k.a. FUD) our powerful motivators. It activates the vagus nerve and causes us to be on alert.
I agree with you on Pete Buttigieg. His calmness and willingness to put himself into positions and not come across as defensive, but calm and logical and relatable have engaged me in ways that I haven’t since 2007 during Barack’s campaign. I don’t remember what stream I saw him on, but he was willing to attempt a two minute ‘quiet’ and made it only to a minute and twenty seconds, exclaiming “I can’t do it!!! There is too much going on!!!!” That was soooo real and relatable. Then the last interview I saw, he was bringing us back down to the notion of local politics being key to what will make a difference.
What resonates with me is the opposite of what you are describing with how Trump and his platform have been engaging people. I want more of the Pete’s and AOC’s, Barack and Michelle…. but apparently more than half of our country want the other. It (overcoming the ‘others’) feels daunting and insurmountable. You have outlined how Trump and his group have built upon the FUD and their message….
How does the number two brand win more market share? Could Adidas move into first position in the athletic and fashion shoe market? If so….how could they do it?
How can I move the needle or can I? I hope this administration will hang themselves, and I fear that if they do, we may not have the reserves waiting in the wings. What can we do?!!!
I am optimistic, Pam. Not completely sure why, but this feels more like a transitional period than an “end of days” time. There’s something brewing that we can’t quite see yet.
Good question. That is core to what so many of us are having a hard time understanding. How can a successful or propular brand breed fear while at the same time promise safety?
Hi Barbara! I've found some interesting perspectives on this question and will make it the focus the the next post (probably next week). Thanks for asking.
This makes a lot of sense, especially when you consider that Trump essentially is a brand. I just find it interesting that American brands typically don’t dwell on the negative (e.g., beverage brands tend to talk about tasting better, rather than saying the competition tastes like crap). Also, we tend to be leery of brands that will “solve all your problems.” And yet both of those approaches appear to work for Trump.
great insights. I think this may be due to the category (politics) but I’m not sure. I’ll research and post what I learn. Thanks for asking.
Fetterman!
Fear, uncertainty and doubt (a.k.a. FUD) our powerful motivators. It activates the vagus nerve and causes us to be on alert.
I agree with you on Pete Buttigieg. His calmness and willingness to put himself into positions and not come across as defensive, but calm and logical and relatable have engaged me in ways that I haven’t since 2007 during Barack’s campaign. I don’t remember what stream I saw him on, but he was willing to attempt a two minute ‘quiet’ and made it only to a minute and twenty seconds, exclaiming “I can’t do it!!! There is too much going on!!!!” That was soooo real and relatable. Then the last interview I saw, he was bringing us back down to the notion of local politics being key to what will make a difference.
What resonates with me is the opposite of what you are describing with how Trump and his platform have been engaging people. I want more of the Pete’s and AOC’s, Barack and Michelle…. but apparently more than half of our country want the other. It (overcoming the ‘others’) feels daunting and insurmountable. You have outlined how Trump and his group have built upon the FUD and their message….
How does the number two brand win more market share? Could Adidas move into first position in the athletic and fashion shoe market? If so….how could they do it?
How can I move the needle or can I? I hope this administration will hang themselves, and I fear that if they do, we may not have the reserves waiting in the wings. What can we do?!!!
I am optimistic, Pam. Not completely sure why, but this feels more like a transitional period than an “end of days” time. There’s something brewing that we can’t quite see yet.
oof! No edit options (I apologize for our/are, there/their errors…..I was voice to texting 🤨😑)
Good question. That is core to what so many of us are having a hard time understanding. How can a successful or propular brand breed fear while at the same time promise safety?
Hi Barbara! I've found some interesting perspectives on this question and will make it the focus the the next post (probably next week). Thanks for asking.