Translated material
From Trump Tower to Trump President?
Trump is a quite successful trademark. Under this brand, hotels, resorts, ties, steaks and even airlines were sold. But can a successful market brand transform into an equally successful political brand and win the presidential office-about this is the professor of the University of Harvard’s business school, John Queen in a note for the university newspaper. The New Times seemed interesting to introduce these assessments of the readers of the magazine
Trump Tower on Fifth Avenue Manhattan: New York police established a permanent post here, protecting the brand from protesters
The Trump brand is quite consistent with the image of its owner: it appeals to ambitious and successful, and not just to successful - to those who have recently gained wealth, who came from nowhere and who is in the need for a loud show. Trump brand is quite suitable for such customers: Trump hotels and resorts have a 4.5 rating on Tripadvisor.
Under the Trump brand, much more was sold - from steaks to forming and underwear. Not all of these enterprises were successful, but for the minority that Trump's style impresses, his name contains value added, and Trump earns money on this.
In fairness, I must say that this is not a rare case when, when going beyond their main franchise, the brands are not too successful. For example, Richard Branson has achieved great success with Virgin airline, but the rest of Virgin enterprises like Virgin Money and Virgin railway were not so profitable. But Branson still did not open the flight school!
Political marketing
Commercial and political marketing have two fundamental differences.
In the world of trade, the consumer daily gives his vote - at the checkout. To achieve success, retail merchants do not need a dominant market share; Work on a small target group of consumers, focused on a specific product, will often bring more profits than the “everything for all”.
However, in the world of representative democracy, you need to be the leader of the market, have at least the majority of the votes, but only one day, once every four years. The political brand, unlike a commercial brand, does not need to build a long relationship with consumers, just as you do not need to get along with competitors after the election. The political brand needs to draw up a deal only once - on election day.
Commercial marketing skills can be very useful for someone who wants to become a candidate from any party. It is enough to clearly formulate an appeal to a certain stratum of the population. Trump began to apply for a nomination from the Republican Party, possessing only 6% of the population with the right to vote. With a turnout, 60% in the general elections to draw up a transaction Trump will need about five times more “buyers”.
The political brand, unlike a commercial brand, does not need to build a long relationship with consumers. The political brand needs to draw up a deal only once - on election day
According to considerable political opinion, in order to collect the winning coalition, Trump must soften the tone, stop moving into personalities and modify his views. But even if he was capable of such changes from a psychological point of view, no one would have accepted such a sharp change in the course for the truth. Latin American, Muslims and women already know how Trump applies to them, so they can easily take any change in tone or politics for flirting. The soft tone can weaken the support of the main supporters of Trump.
Another option is to stand on the fact that so far it works: an attractive slogan, scandalous comments that fall directly into the news feed, and emphasis at several key points. The main marketing question is whether the Trump brand can kill Trump itself? A successful brand is the property of consumers. He turns directly to their desires and aspirations. Therefore, if the Trump brand shows convincing superiority in issues important for voters as creating jobs or national security, all scandalous comments will be if not forgiven, then certainly missed.
Election day
There is no doubt that Hillary Clinton will do everything to show Trump's incompetence.
Trump will try to speak out in general terms, avoid
political specifics, and when voters imagine him to the position of the president, he will allow them to finish the details. On the day of the elections behind the Trump brand, everyone will see something of his own, but what does it matter if he receives their votes?
** Supporters of Trump in Pennsylvania on the eve of his speech to the supporters, ***June 11, 2016*Imagine that you look at a pack of flakes in sugar glaze from Kellog. Clinton would like you to read information about the nutritional value of flakes, and then make a conscious decision. Trump is trying to fall in love with you in Tony and Tiger (a picture on the box. - Nt .) So that you have forgotten what there are in flakes / / /
Trump’s campaign methods remind of another successful 1978 campaign - Edward King against the then Governor of Massachusetts, Michael Dukakis: “We collect all groups of hackles in one boiler and bring it to a boil” - it was a slogan campaign.
Anger: for and against
Anger is attractive, but how much is it sold?
Obviously, Trump's marketing was successful. Hilary Clinton has 3.5 million subscribers on Facebook. Bernie Sanders had 4.2 million in Trump-7.5 million Twitter accounts of the presidential election made it possible to attract the attention of millions of voters. Pull-marketing (marketing designed for a wide audience, for example, Product PlaCement, social networks, native advertising, etc.-NT. ), Located for people who are ready to donate small amounts, the main method of Sanders campaign. Meanwhile, Clinton uses a more traditional Push strategy, proceeding with the support of the party leadership and the resources of large financial donors.
And Trump, who at one time gained media fame as a participant in the reality show on the NBC The Apprentice channel, thanks to his conflicting statements, which nevertheless quoted everything, thus received free advertising worth $ 4 billion and remains the main hero of the news. Anger attracts attention - there is no doubt, but does it help to buy love for herself?
Trump is of interest, but whether he likes it is a question. Reagan was tough and selfless, but paternal heat emanated from him, and he did not always seek to get involved in a dispute. Mohammed Ali was a showman who publicly handed over different people, but he did it fun, his eye shone. Not to mention the fact that he was a great boxer. The Trump brand seems rather impudent than the disposal. The lack of political experience, a specific political rhetoric and an extraordinary personality is all that the Trump brand can offer. This seems insufficient and unconvincing to reward him with a ticket to the presidential office. And to be honest - Trump is not too nice to look, he is becoming more and more unconvincing. Perhaps Jeb Bush will be avenged when his prediction will come true: "You can’t make his way to his presidency insults." Successful brands are unknown in the world of trade, building their marketing on insulting everyone around.
* Translated from English* Elena Yellow.* http://hbswk.hbs.edu/item/can-brand-trump-win-a-presidency, June 7, 2016.
Photo: Jeff Swensen/Getty Images North America/AFP, Spencer Platt/Getty Images North America/AFP