A couple of weeks ago, my Facebook feed was full of people sharing John Oliver’s latest segment from his show ‘Last Week Tonight’. The particular segment was about none other than Donald Trump.
As expected, Oliver’s assessment and following take-down of Trump was accurate, well-researched and analytical. He simply pointed out why Trump should not be considered as a viable candidate for US Presidency. Silly things like adopting war crimes as international policy, racial discrimination and even suggesting, not simply saying, he could shoot one of his supporters in the street and people would still support him.
He also noted the inconsistencies/lies in Trump’s arguments and supposed presidential plans. Inconsistencies is putting it politely, Trump has lied time and time again to the American public. He simply does not seem to care about what he is saying, but more importantly, he doesn’t seem to care about America.
Now the trouble in denouncing Trump is that it doesn’t work. Ask Russell Simmons, Shepard Fairey and Brandon Stanton from HONY. So the question begs, why another bloody article on Trump?
What was interesting to me in Oliver’s argument against Trump was the notion of the Trump brand. Not just his Trump steaks, his airline or magazine (all now defunct FYI) - but him as a brand.
As we try to win over people’s attention, affection and eventually their wallets in the world of advertising, we are ever so precious about the brand. We talk about respecting our audience, the importance of every touch point. Even for big, established brands. Especially for big, established brands as we see markets constantly disrupted by smaller, more agile competitors. But like Trump, are some brands too big to fail?
We saw VW go through one of the biggest scandals in recent times. They lied to the public for years. They swindled people out of their hard earned cash during one of the largest economic downturn of the last century. And they knowingly contributed to perhaps the biggest threat of our time, global warming. Yet, did sales drop? No - if fact they grew in Australia. Yes, some bloggers, journalists and politicians were pretty angry. But did people really care? Some yes, but for many - it seems a big case of ‘meh’.
Apple, perhaps the most loved brand in the world, is routinely criticised for their treatment of workers, dodgy tax practices as well as currently going to court with the government over controversial privacy laws (though I’m with Apple on this one). Look at some of the other ‘brand darlings’; Nike, Google, Uber. They succeed and thrive despite their practices and reputations.
The internet has stripped brands naked. This has resulted in greater accountability and expectations from consumers. This has often resulted in greater exposure of mal-practice and poor products, and increased the financial and cultural success of purpose driven brands. In fact, it has been proved that people are willing to pay more for brands with a “purpose - or brand ideal at the heart”. Look at Always, Toms and Patagonia.
Or does it come down to a simple value exchange, morally and financially? A recent article in The Guardian argued, perhaps correctly, that millions of Americans aren’t supporting Trump because they’re racists - but because of his stance on free trade. They’re prepared to support an apparent racist, because he pledges to keep their jobs putting food on their family table. It’s a simple value exchange for many. If VW offers $5,000 and free servicing off of a new Golf, for example - people have to make a value exchange.
So where does that leave us marketers? Why do we try so hard to present our brands in such a favourable light if they can do questionable things and still get away with it?
For me the answer is that we have to keep doing what is right. Not just for our clients, but for culture, for people. Yes how quaint and naive, and maybe this is another advertiser trying to justify his role in the world. And yes maybe brands can still succeed despite their behaviour, but organisations - and our creativity - can still have impact on culture. We have to try to continue to offer a better value exchange, more often.
Martin Luther King once said “Darkness cannot drive out darkness; only light can do that”.
So while the Trumps of our world continue to charge and do wrong, seemingly unphased by their actions, let’s find the light in amongst the dark and give it all the oxygen it needs.
By Jamie Watson
M&C Saatchi strategist