Grow your audience or double down? The classic mistake made by Brand Trump As marketers know well, big ambitious brands cannot continue to grow by simply targeting the same people with the same messages. There comes a point in every major brand’s life when new audiences are needed to grow a following. Somehow, the Trump campaign ignored this, and the President’s failure to understand the need to expand [...]
Brand Trump is keeping Candidate Trump in the race for the White House Brand Trump is keeping Candidate Trump in the race for the White House Scandals and appalling press are usually bad news for politicians. Before the presidential era of Donald Trump, it was a given that major missteps, major insults to large groups of the population (especially the military), breaking the law, or being impeached were close to terminal for US presidents. It’s fair to say that President Clinton [...]
Trust is at an all-time low, but we need journalism now more than ever Last month, a YovGov poll found that over 50 percent of adults in the UK now see the British media as a “force for bad”. This is an alarming statistic. It is the first time the monthly tracker has found that the majority of Brits hold this view, and the speed at which this trend [...]
Brand Veep: Kamala Harris could be exactly what Biden needs to secure the White House August 12, 2020 Joe Biden has pulled away from Donald Trump and is now the favourite to win the US presidential election in November, leading nationally by around eight percentage points in most polls. While we are still almost three months away from polling day in possibly the most unpredictable of election years (and we should all remember [...]
Trump versus Biden: The battle of the brands June 26, 2020 Politics should always be about policies. But in this “post-truth” era, US politics in particular has become disconnected with policy. Instead, the 2020 presidential showdown is about brands: Brand Trump versus Brand Biden. In a normal election year, the presidential race would be up and running right now, with polling numbers over analysed, policies and [...]
From Yes We Can to Feel The Bern — American politics is a masterclass in messaging March 4, 2020 US politics is a fascinating watch, especially if you’re interested in branding, communications, and the successes and failures of connecting with audiences. And for those that follow it through this lens, right now is prime-time viewing. As Democrats vote on their candidate to take on Donald Trump in November, the political battlegrounds in the US [...]
DEBATE: Is it time for a review of the licence fee and how the BBC is structured? December 17, 2019 Is it time for a review of the licence fee and how the BBC is structured? Jamie Williams, managing partner at the advertising agency isobel, says YES. In a perfect world, the BBC licence fee structure could remain as it is, and the BBC would produce brilliantly entertaining content and unbiased news coverage at affordable [...]
Is honesty the best policy? Why brands should be open about their weaknesses June 24, 2019 Marketing can be complex, with so many sophisticated models, fancy processes, long words, plus various funnels, pyramids, and flow diagrams to help make people look clever. And the growing importance of data has added complexity to the way in which we plan the strategies behind advertising campaigns. But as the legendary ad man Bill Bernbach [...]
DEBATE: Subscribers have surged, but are we nearing ‘peak Netflix’? October 18, 2018 Subscribers have surged, but are we nearing ‘peak Netflix’? Jon Tipple, chief strategy officer at FutureBrand, says YES. Netflix is an amazing success story. Its content, valuation, and subscriber numbers all say so, especially after Tuesday’s results. Our FutureBrand Index also confirmed it last week – we reorder the PwC Global Top 100 firms to [...]
