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Marketing in Times of Trump


Does the message mirror the people? Or do the people mirror the message?
Trump won this week. He embraces values that I detest.
Americans, at least, the half that supported Trump, did not vote for bullying, bigotry, racism, and violence. I believe that our society is better than that. The vast majority voted against the establishment. They voted for the promise of change that they have yet to see.
The sad part is that these are the people, who were more likely to lose from the Trump policies. They might lose healthcare, education, and social services. I am hoping that I am wrong, but past behavior tends to be the best predictor of future conduct. And, Trump has not the best track record.
There is a moral to this story, which is the need for empathy in our society. We will remain a divided nation as long we don't put ourselves in other people's shoes. We need to see the world through the eyes of those who are different from us to get it and act.
Pete Thiel is right when he said that Silicon Valley is out of touch with America. Why would a man, who says he is "proud to be gay," support a candidate from the party that fought against gay marriage? In a speech at the National Press Club, Mr. Thiel said he is pushing against the "coastal bubble" in Silicon Valley that is immune to the hardship faced by most Americans. He says tech entrepreneurs hold the mindset that if they're doing well, "everybody is doing well."
Brands have an opportunity to help unite America. They can use their marketing power to connect the two Americas and harmonize the society.
They can connect the urban and rural America through educational, health and social programs. They can incentivize their employees to do community services on the part of the country that needed the most. They can use their advertising dollars to showcase what is life in the rust belt, which has been characterized by declining industry, aging factories, and a declining population, and to motivate people to take action.
In summary, marketing in time of Trumps is about creating a counter message of empathy and unity among the two Americas. Only through empathy can we understand each other's experiences and be more prone to helping each other.

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