While Sawhney believes Trump’s campaign rhetoric went too far, he compares it to the less-offensive, but successful advertising campaign of Hooters. The restaurant chain’s advertising campaign attracts a specific type of customer while alienating others. The Hooters brand strategy hasn’t hurt the company’s growth because it’s currently expanding internationally with 30 new restaurants Southeast Asia.
In fact, most successful brands on the market today, including Apple, Facebook, Uber, and Coca-Cola have enjoyed huge success by tapping into the emotional state of their customers and boosting their ego (if you felt patriotic after watching Coca-Cola’s famous commercial “I’d like to Buy the World a Coke”, you are evidence of Coke’s ability to make an emotional connection with customers). These companies do much more than fulfill a need; they take customers on a journey of self-discovery. They don’t just love a company’s products; they become part of a community that loves their brand.
Whether they opposed or supported his campaign, Sawhney says business owners can learn a lesson in successful branding from President-elect Trump’s stunning victory. While his rhetoric was polarizing, it was a message that connected emotionally with enough voters to deliver Trump the White House.The lesson for corporate America – know how your core customers feel, not just about your product but more importantly about themselves, and you’re more likely to win their business and build your brand.”
While Sawhney believes Trump’s campaign rhetoric went too far, he compares it to the less-offensive, but successful advertising campaign of Hooters. The restaurant chain’s advertising campaign attracts a specific type of customer while alienating others. The Hooters brand strategy hasn’t hurt the company’s growth because it’s currently expanding internationally with 30 new restaurants Southeast Asia.
In fact, most successful brands on the market today, including Apple, Facebook, Uber, and Coca-Cola have enjoyed huge success by tapping into the emotional state of their customers and boosting their ego (if you felt patriotic after watching Coca-Cola’s famous commercial “I’d like to Buy the World a Coke”, you are evidence of Coke’s ability to make an emotional connection with customers). These companies do much more than fulfill a need; they take customers on a journey of self-discovery. They don’t just love a company’s products; they become part of a community that loves their brand.
Whether they opposed or supported his campaign, Sawhney says business owners can learn a lesson in successful branding from President-elect Trump’s stunning victory. While his rhetoric was polarizing, it was a message that connected emotionally with enough voters to deliver Trump the White House.The lesson for corporate America – know how your core customers feel, not just about your product but more importantly about themselves, and you’re more likely to win their business and build your brand.”
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
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