Tag Archives: Brand

The Fraying of the Trump Brand

Experts say President Trump is damaging his party and its candidates’ election prospects
By Susan Milligan – Trump is regarded as a master brander in the commercial arena, building real estate and entertainment businesses heavily attached to his name. More like a Martha Stewart than, say, a Kraft Foods, Trump personifies the product he is selling. And when Trump – now suffering from historically low approval ratings in the low-to-mid 30s – struggles, so does the GOP brand he effectively took over when he became the party’s presidential nominee and then commander-in-chief, political and branding specialists say.

“When you’ve got a brand that is tied to a personality, it can be incredibly strong and incredibly vulnerable. It is tied to a human being, and that human being’s actions and people’s feelings about it, as opposed to the performance of a standardized product or service,” says Jason Karpf, a marketing and public relations consultant based in Minnesota. What Trump is attempting now, Karpf says, is what I known in the marketing world as a “brand extension,” this one, into the political world. But the effort has been sloppy at best and offensive at worst, experts say, threatening to do serious damage to the GOP brand as a whole.

And perhaps most troubling for the GOP, there have been ominous signs that suburban voters are moving away from Trump’s party.

Those are ominous signs for Republicans, whose party is being branded by an outsider president who prefers provocative remarks about sexual harassment complainants, protesting NFL players and white supremacist demonstrators to the blue-chip GOP agenda of smaller government and lower taxes. more>

Updates from Adobe

Jennifer Kinon On Taking Chances
By Serena Fox – Jennifer Kinon loves to build big identity systems. “The bigger, the better,” says Kinon, who with partner Bobby Martin co-founded New York-based Original Champions of Design as a firm that specializes in creating cohesive visual identities for brands.

Recently, Kinon embarked on the biggest and most high-profile identity campaign of her career when she took a 16-month hiatus to serve as design director of Hillary for America. Despite the outcome of last year’s presidential election, Kinon and her team of 16 designers were widely lauded for applying a rigorous brand strategy that produced a memorable and unified branding and social media campaign. more> https://goo.gl/tMnXKr

Related>

Updates from Adobe

By Serena Fox – Imagine wearing the same shoes every day of your life. “For my sister, her wheelchair is an extension of her body,” says designer Ailbhe Keane. “Dressing her wheels is like putting on a new pair of boots.”

That’s the idea behind Izzy Wheels, an Irish company that aims to transform the wheelchair from a medical device into a form of artistic self-expression. Founded by Ailbhe and her sister Isabel Keane, the online shop sells colorful, easily interchanged wheelchair spoke guards that feature designs by illustrators and artists from around the world.

Their tagline, “If you can’t stand up, stand out!” was inspired by Isabel, who was born with spina bifida and is paralyzed from her waist down. Growing up, she was frustrated by how little was available to personalize her chair. “I don’t want my chair to look like it was made in a hospital, I want it to look like a piece of fashion,” says Isabel, who today serves as brand ambassador and spokesperson (no pun intended) for the company that bears her name. more> https://goo.gl/URbUKg

Related>

Without A Trace

Acsis – “We are in an age when consumers are too savvy to rely on brand loyalty anymore,” said John DiPalo, Chief Technology Officer for Acsis, Inc. “People want more than just reassurances that their medicine and food products are safe.”

With more companies outsourcing for raw materials and distribution, having end-to-end visibility in a supply chain is an absolute necessity in order to ensure public safety, as well as brand protection. While branding is the proven means of gaining consumer loyalty, there is downside — the stronger the brand, the greater the risk. A global brand’s strength can become a liability overnight if tainted with a product quality issue such as a food or medication scandal. more> http://tinyurl.com/abp7pxv